Amazon Ads Attribution Integration

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Jonathan Chen
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Integration Summary

As an Amazon Mobile Measurement Partner, Singular allows app publishers to track Android app installs on Amazon Ads mobile app campaigns. Once an install has been verified by Singular, you can also track subsequent user engagement of these users in your mobile app.

Singular gets attribution data from Amazon Ads' self-attributing API for Android and Fire device campaigns. Due to Amazon's data-sharing policy, data about installs received from this API is only available in Singular aggregated reports.  See Data Sharing Policies for more information.

 

Note: Amazon Ads currently only supports mobile Android and Fire device attribution within their SANs integration. iOS campaigns are only supported through SKAdNetwork. See Amazon's setup instructions for sending app events here.

(See Partner Integrations Glossary)

Partner Amazon Ads
Partner Type Self-attributing ad network, via advertising ID (Android only)
Creatives Supported
Publisher Supported
View-Through Supported for self-attributed installs and re-engagements
Deep Linking Singular's integration with Amazon does not use Singular tracking links (including Singular deep links)
Re-engagement Supported
S2S N/A
Click Tag No (Self-attributing)
Receiving All Installs Recommended (Self-attributing)
Receiving All Events Recommended (Self-attributing)

Setup Instructions

To set up Amazon Ads attribution tracking for an application:

Prerequisites

1

Set up Amazon Ads

Register the application on Amazon Ads. Details coming soon

 
2

Configure Amazon Ads as a Partner in Singular

  1. Go to the Amazon Ads dashboard. Find your Advertiser ID and copy it.
  2. In Singular, go to Attribution > Partner Configuration and type "Amazon Ads" in the search box.

  3. Select your Android app, and enter your app's App ID, and your Advertiser ID. 
    The App ID should be your Google Play App ID (.e.g com.my.app) for Google Play apps, or your Amazon ASIN (e.g. B07PY42BRC) for Amazon apps.
3

Specify Attribution Settings

  1. Enable View-through Attribution if you want to attribute view-through conversions from Amazon ads.
  2. Enable Re-engagement Tracking if you want to attribute re-engagement for existing app users that engage with a Amazon ad.
  3. Choose your attribution lookback windows to specify how long an ad can be credited with an install.
  4. Save the integration.
    Note: By saving the Amazon Ads integration configuration here, Singular automatically tracks installs and sessions to Amazon. This corresponds to the MOBILE_APP_FIRST_START and OTHER events. You do not need to configure these events separately in step 4.
4

Send Event Postbacks to Amazon

Singular supports sending event notifications to Amazon with all of Amazon's requirements.

 

  • First, select which events to send to Amazon from the dropdown.
  • Next, map your In-app Events:
    • Select the event name on the left field, according to the name used in the SDK, and map the name to one of Amazon predefined conversion events.
    • Alternatively, choose "OTHER" if a predefined conversion event .
    • Check the "Include Revenue Value" checkbox if relevant. If not checked, only counts of the event will be sent.
Important: Do not map the Singular "__SESSION__" event as an event postback if re-engagement is enabled. Doing so will result in double reporting sessions in Amazon Ads.
5

Tracking Amazon Ads Attributions in Singular

After completing the steps above, you can see the results of your Amazon Ads mobile app campaigns in your Singular Reporting.

Data Mapping

Amazon values are mapped to Singular reporting dimensions as follows:

Singular Value Amazon Value Example
Tracker Campaign Name Campaign Name “MyCampaign”
Tracker Campaign ID Campaign ID 546678349717728000
Tracker Creative Name Creative Name "MyCreative"
Tracker Creative ID Creative ID 578390506122149000
Tracker Publisher Site Name Site Name xxxxxxx-Android Service

 

Partner Data Policies

As a Amazon Mobile Measurement Partner, Singular adheres to the following data handling requirements. 

Data Retention

Amazon user-level data is removed after 1 months of original attribution.  After 1 month, users attributed to Amazon are treated/marked as "Organic" and reflected as such in both aggregate and user-level reporting in Singular.

Data Access

To protect end-users' privacy, Amazon does not allow access to any user-level data that is based on self-attributed conversions. Any field normally identifying a self-attributed Amazon conversion is marked as "Unattributed". 

EEA (and UK + CH) User Consent Handling

Singular sends Amazon EEA + UK + CH user consent signals to support Digital Markets Act EU regulation. EEA + UK + CH users who opt-out of these user consent signals will not be attributable nor will their data be used in Amazon for advertising purposes.

If your business determines that EU privacy regulations for EEA + UK +CH users apply to your app, pass user consent signals to Singular based on the consent prompts your app presents to these users. See "How can I pass user consent signals to Singular?"

EEA  (and + UK + CH) User Consent Handling FAQ

How do I know if my app needs to collect EEA + UK +CH user consent signals, or if EU privacy regulations apply to my app?

When and how to collect user consent signals for EEA + UK +CH users should adhere to your business' and apps requirements for user privacy. Consult your business' legal counsel to understand how your app needs to adhere to internal privacy policies and privacy regulations such as GDPR, ePrivacy Directive, and the Digital Markets Act.

If you decide to collect user consent signals, it is generally recommended that:

  • User consent signals be set only when the user has explicitly opted-in or out. It is recommended to leave LDS unset if a user did not make a choice. The absence of a user signal may be important.
  • User consent signals are commonly collected in "Privacy Choices" or "Privacy Settings" during the app experience.
  • When possible, and depending on your app's consent prompt design and strategy, surface privacy prompts early in the app flows to ensure Singular and other SDKs can collect the user consent signal as early as possible
     
How can I pass user consent signals to Singular?

If your business determines that EU privacy regulations for EEA + UK +CH users apply to your app: Implement the Singular SDK/S2S "Limit Data Sharing" feature based on the consent prompts your app presents to these users.
 

  • See our iOS, Android, and Server-to-Server API techincal documentation articles on "Limit Data Sharing"
  • It is recommended that LDS is set prior to Singular SDK initialization, thereby allowing Amazon to capture the user consent signals at time of app install to maximize measurement and advertising insights
  • Singular LDS is mapped to Amazon's "ad storage" "user data" consent signals for EEA + UK + CH users, as below:
    • LDS=true maps to ad storage/user data = false
    • LDS=false maps to ad storage/user data = true
    • Unset LDS maps to unset ad storage/user data
       
What is Singular's Limit Data Sharing (LDS)?

Singular's Limit Data Sharing (LDS) is a feature that allows app developers to pass each user's user consent signals to Singular. LDS is set per user and can be set before or after SDK initialization. LDS is used in Singular User Privacy Postbacks and passed to certain partners like Amazon, who use it to comply with their own data practices.

See "Supporting User Privacy Choices with Limit Data Sharing FAQ"

Special iOS Setup Instructions

Amazon Ads supports iOS campaigns through SKAdNetwork attribution only. Advertisers need to setup a Partner Configuration for their iOS app and map their SDK Event Names to Amazon's recognized event names in order for Amazon to decode the SKAN conversion values.