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Multi-Touch Attribution: How to Make the Most of Your Data
SUMMARY
Discover how Amazon’s new Multi-Touch Attribution model provides full-funnel insights, enabling smarter ad spend, better strategies, and improved campaign performance.
Rachel Horner
Rachel Horner serves as a Content Marketing Writer for Feedvisor. She has extensive experience in writing for diverse B2B brands, particularly in the tech industry, and is dedicated to fostering meaningful brand-audience connections.
For years, Amazon has relied on a single method to measure ad campaign success: last-touch attribution. With this model, only the final ad interaction is credited with driving a sale, regardless of how many other ads a customer may have seen along the way. But as budgets tighten and ad costs rise, advertisers are more focused than ever on understanding the full impact of every dollar spent.
Amazon has made a significant move to address this with the launch of its new Multi-Touch Attribution feature, underscoring its commitment to improving brand visibility and providing more transparency in full-funnel reporting. In this post, we’ll explore what Multi-Touch Attribution is and how you can leverage this powerful new tool to drive better results for your brand.
What is Multi-Touch Attribution?
The traditional funnel has become a thing of the past. Platforms like Google Ads have offered multi-touch attribution for years, and Amazon’s move toward more accurate conversion tracking is a much-needed step forward, signaling a major leap for its advertising platform.
At this year’s Unboxed, Amazon unveiled new advertising features designed to track and measure every stage of the modern customer journey, providing a comprehensive view of full-funnel engagement.
In 2025, a new multi-touch attribution (MTA) model will launch, allowing advertisers to understand how different Amazon ad formats—like streaming TV, display ads, and Sponsored Products—drive sales. At Feedvisor, we’ve already implemented a custom MTA solution within AMC, as it provides deeper insights into the impact of upper-funnel strategies that are often harder to measure.
Amazon Ads currently relies on a “last touch” attribution model, which assigns credit for conversions to the final ad clicked or viewed. The new multi-touch attribution model, powered by machine learning, will offer deeper insights into how various ad types and placements contribute to conversions, building on the existing last-touch data. However, this model is not omnichannel—it functions exclusively within Amazon’s ecosystem. By providing a more detailed view of ad performance across Amazon, it helps advertisers make smarter budget allocation decisions.
Metrics supported include Amazon purchase conversions, such as:
- Purchases/orders
- Units
- Sales
- Purchase-related rate metrics (ROAS, ACOS)
Take note: Multi-Touch Attribution is currently in closed beta. Advertisers who are invited to participate will be notified by their Amazon Account Executive.
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How to Make Multi-Touch Attribution Work for Your Brand
Experiment With New Strategies
Multi-touch attribution can reveal surprising insights, like discovering that an ad you thought wasn’t working was actually driving significant shopper engagement—insights you couldn’t uncover with last-touch attribution. By using this model, you can reassess your current strategies, experiment with fresh approaches, and identify which ad tactics truly drive sales. It also enables you to make more informed decisions about where to allocate your media spend, improving overall campaign efficiency.
One way to uncover new strategies is by analyzing how different ads interact with each other throughout the customer journey. You can answer key questions like: Which sequence of ads is most likely to convert a new customer? And what’s the optimal order to deliver them? This approach helps you discover new opportunities that may have been overlooked, giving you a clearer picture of how to effectively guide shoppers towards conversion.
Understand Your Holistic Impact
Retail media networks typically rely on “last-touch” attribution, giving credit only to the final ad interaction before a purchase. This often overlooks the impact of upper-funnel activities and can distort the true performance of different channels. Amazon’s move toward a full-funnel attribution model signals a shift away from this limited approach, reflecting the platform’s broader reach.
To get a more complete view of your campaigns, use multi-touch attribution to track how each ad format, strategy, and message contributes to conversions across various platforms. This deeper insight allows advertisers to enhance both profitability and brand awareness by leveraging more comprehensive tools.
You can also use multi-touch attribution to track how different ads work in combination with each other. You can answer questions like: Which series of ads are most likely to convert a new customer, and what is the best order in which to serve them? By doing so, you can uncover new strategies and opportunities you weren’t previously aware of.
Test the Success of Upper-Funnel-Ads
If you invest heavily in top-of-funnel ads, such as DSP or CTV ads, you’re familiar with how these ads primarily serve to drive awareness. You’re also probably familiar with Amazon’s report center, which relies on last-touch attribution, limiting visibility into the full customer journey. Even with AMC providing multi-touch attribution (MTA) data, accessing it can be a challenge without technical expertise. Plus, since Sponsored Ads prioritize clicks over views, DSP often loses attribution, making performance metrics less reliable.
With multi-touch attribution now integrated into the user interface, you can more accurately measure DSP performance and give it the recognition it deserves in the conversion process, rather than treating it as an afterthought.
“With multi-touch attribution in the UI, we can now easily access data to better gauge DSP performance and its true impact on the overall path to purchase. Rather than viewing DSP as an afterthought or just a platform running on top of Sponsored Ads, it is now a fully measurable part of the funnel.” – Doug Kaplan, Head of Programmatic at Feedvisor
For brand-building events like the holidays, this is especially important. During peak seasons, top-of-funnel ads such as DSP and CTV are crucial for raising awareness and reaching new customers who may not be ready to convert immediately. This gives advertisers a more complete view of how their holiday campaigns are performing, allowing for better optimization of budget allocation across all stages of the funnel and ultimately improving the effectiveness of their brand-building efforts during high-impact times like the holidays.
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Final Thoughts: Invest in the Experts
These new capabilities hold great promise, but fully leveraging them will require brands to invest thoughtfully and strategize on how to use these tools effectively. While AI-driven solutions make data analysis easier and enable smarter decisions, expert management remains key to unlocking the full potential of these tools and identifying the best opportunities for growth—expertise that is vital for sustained success.
As leaders in Sponsored ads, DSP and AMC, Feedvisor drives efficient and effective engagement at every funnel stage, leveraging Amazon’s latest advancements to optimize budgets for every objective. With a free 14-day trial, you’ll gain access to powerful retail media solutions for Amazon and Walmart, commerce management, and comprehensive measurement—all within one high-performance AI platform.
