Two mechanisms
Ref-tags
Deterministic tracking tags you attach to Meta → Amazon links, so a click that lands on Amazon can be tied back to the campaign that sent it.
Sessions-delta halo
A model that estimates Amazon sales lift from Meta spend by correlating spend changes with Amazon session/sales deltas — for the traffic ref-tags can’t directly capture.
Ref-tag generator
Generate Amazon attribution ref-tags for a campaign right in the surface, then use them in your Meta destination URLs. Each generated tag is registered, so when traffic arrives on Amazon carrying it, the cockpit can map sales back to the source campaign.The halo model
Most Meta → Amazon influence is not a clean tagged click — a shopper sees an ad, later searches the brand on Amazon, and buys. The sessions-delta halo estimates that indirect lift: it watches Amazon session and sales movements against Meta spend movements and attributes a modelled halo. The surface shows the modelled lift alongside directly-tagged conversions, so you read both the measured and the estimated contribution.How to read it
- Direct (ref-tag) conversions — high-confidence, tag-matched.
- Modelled halo — estimated indirect lift; treat as directional, not exact.
- Use both to judge whether Meta spend is pulling its weight on Amazon, not just on-site.
Attribution needs both sides connected: Meta Ads for spend and Amazon Ads + Amazon Seller for sales/sessions.
Open Attribution
See your Meta → Amazon halo.