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Using Amazon’s attribution, advertisers can analyze cross-channel performance. As Amazon provides you with raw data, it becomes harder to trace the data back to the source. To have a better understanding of their Google Ads performance, advertisers must determine the specific origin of the click.

In this post, we discuss how you can trackback data to your Google Ads account. With this, you can better understand which campaign/ keyword/ ad is driving the results for you.

How to configure GCLID in Amazon Ads

1. Create an Amazon Attribution account

Amazon attribution is in private Beta and advertisers need to register for it. Certain advertisers in certain marketplaces are granted access to it. Advertisers need to create a new ad account (apart from their ad account for a marketplace) of type Amazon Attribution. 

2. Create an Order: 

Follow the below-mentioned steps:

• Click new order

• Select ASIN or group of ASINs you want to advertise on an external channel 

• Give the Order a name 

• Save and continue to create line item(s) for the order

3. Create a Line item: 

Follow the below-mentioned steps:

• Give a Name to line item

• Select Google Ads as the publisher

google ads publisher amazon

• Enter the click through URL: This is the URL to your amazon product page or URL to your Amazon store page.

amazon product page url

Now as per the help center documentation, here is where you can insert third-party ref-markers or UTM parameters.

insert reference URL or UTM

The Amazon Ads API document here suggests that we can use Macros (parameter templates) to append to the above Click Through URL.

(Snippet from the API documentation)

Amazon suggests that we can override ‘aa_creativeid’ to track any other custom parameter( the GCLID in our case). 

For example, if your product page URL is –

As you create the line item, use the parameterized click-through URL below:{campaignid}&aa_adgroupid={adgroupid}&aa_creativeid={gclid}

• Next click on the ‘Create’ button

It will generate the ‘Tracking Tag’.

Copy this tracking tag and add it in the ‘Destination URL’ of your ad in Google Ads

How to enable GCLID tracking on Google

After you have the GCLID data from Amazon, you must prepare your data to be imported into Google Ads. Here is how you can get the template as per your conversion type.

1. The first step is to set up the conversion by going to Conversions and selecting Import from the conversion types. Select “Other data sources or CRMs” and select the appropriate option from the options provided

2. Add the details for your conversion action

3. After you have set up the conversion action, the next step is to import the data

4. And here’s how to import the data. Click on Uploads from the left-side panel

5. Click on the + sign. Click on View Templates

6. From there select the template where you wish to prepare your data. In our case, it is the ‘External Attribution’ template that we have picked.

download import data template

7. Here is how the template will appear. Add in the prerequisites in the file.

external attribution template google ads

Click here to learn more about the fields in the import template

On successfully filling the details the next step is to upload this prepared data in Google Ads. Here is how:

1. Go to Uploads. Click on the ‘+’ sign and ‘Select ‘Source’. Select ‘Upload a file’ and choose your attribution data

google source attribution import

2. Preview the data for any errors and make changes to it if needed.

3. To view, the campaigns to which the conversions are attributed, Go to campaigns, add the column All Conversions

4. Now segment your campaigns basis conversion action

5. Now you can see the conversions driven from your external sources (here Amazon)

With all this information, you can get a better understanding of how your Google Ads campaigns are pushing Amazon Conversions.

Important Note:

If you are using Amazon Attribution, please contact us. We are working on some products, which might be useful to you.

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