View-through conversion (VTC)

View credit is switched on by campaign type and billing, not by ad product. Amazon enables it for all Amazon DSP campaigns, all Streaming TV campaigns, and Sponsored Brands and Sponsored Display campaigns billed on vCPM; CPC-billed SB and SD get none, and Sponsored Products is CPC-only, with a 7-day click lookback for sellers and 14 days for vendors and authors. The standard view lookback was a flat 14 days. On 1 January 2026 Amazon layered in a “shopping-signal enhanced last-touch attribution model” for Store placements — vCPM SB and SD, plus DSP serving in the Store — that weighs shopping-behaviour signals and applies a shorter window whose length Amazon does not publish. Click attribution is unchanged, and DSP inventory served off Amazon is untouched.

The trap: on a view-eligible campaign headline Purchases, Sales and ROAS are blended click-plus-view; no field is view-only. viewAttributedConversions14d in the legacy v2 API sounds view-only and is not — it counts conversions within 14 days of a click or view, and on a CPC campaign copies attributedConversions14d. Amazon publishes the other half: “Purchases from clicks” and “ROAS from clicks”. Subtract those from standard to size the view contribution, and do it before defending a vCPM campaign’s ROAS: the bar is 50% of pixels for one continuous second, two for video. Run standard against the surviving 14-day “(all views)” series for a quarter — Amazon says these are for comparison and recommends against them for ongoing performance assessment — then re-baseline targets rather than reading the drop as a decline.