> ## Documentation Index
> Fetch the complete documentation index at: https://docs.meshpilot.app/llms.txt
> Use this file to discover all available pages before exploring further.

# Attribution

> Connect upper-funnel Meta spend to Amazon sales lift — the cross-channel halo.

The Attribution surface answers a question no single platform can: **how much of your Amazon sales did your Meta spend actually drive?** Meta sees the click; Amazon sees the sale; neither sees the other. Mesh Pilot bridges them.

## Two mechanisms

<CardGroup cols={2}>
  <Card title="Ref-tags" icon="tag">
    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.
  </Card>

  <Card title="Sessions-delta halo" icon="activity">
    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.
  </Card>
</CardGroup>

## 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.

<Note>
  Attribution needs both sides connected: [Meta Ads](/integrations/meta-ads) for spend and [Amazon Ads](/integrations/amazon-ads) + [Amazon Seller](/integrations/amazon-seller) for sales/sessions.
</Note>

<Card title="Open Attribution" icon="arrow-right" href="https://meshpilot.app/dashboard/attribution">
  See your Meta → Amazon halo.
</Card>