运营者术语表

View-through conversion（VTC，浏览归因转化）

VTC 指广告曝光达到可见标准后，用户没点击就下单的那部分转化；亚马逊这边只有按 vCPM 计费的 Sponsored Display、Sponsored Brands 和 Amazon DSP 才有，Sponsored Products 是纯 CPC，根本不存在这回事。

最坑的是：开了 view 归因的广告，后台 Purchases、Sales、ROAS 全是点击加曝光的混合口径，没有任何字段是纯曝光。legacy v2 API 的 viewAttributedConversions14d 听着像纯曝光，官方定义却是“点击或曝光后 14 天内的转化”，CPC 广告上直接等于 attributedConversions14d。亚马逊只给另一半——“Purchases from clicks”、“ROAS from clicks”，拿标准口径减掉它才能估出曝光贡献；可见门槛也只有 50% 像素连续 1 秒，视频 2 秒。2026 年 1 月 1 日起 Store 位换成 shopping-signal enhanced last-touch 模型，窗口变短，短多少官方没公布；老口径以“(all views)”保留，亚马逊自己说那只供对比、不建议用于日常绩效评估。两套并跑一个季度再重新定 target，别把数字掉了当成投放变差。

关键数字

费率与规则以官方英文原文为准，保留原文：

Amazon enables view attribution for all Amazon DSP and Streaming TV campaigns and for Sponsored Brands and Sponsored Display campaigns billed on vCPM; Sponsored Products attributes to clicks only, with a 7-day lookback for sellers and 14 days for vendors and authors.
No reporting field is view-only: viewAttributedConversions14d counts conversions within 14 days of a click or view and equals attributedConversions14d on CPC campaigns, so Amazon publishes the click-only half instead, labelled for example “Purchases from clicks” and “ROAS from clicks”.
From 1 January 2026 a “shopping-signal enhanced last-touch attribution model” applies a shorter window to Store placements, and Amazon does not publish how much shorter; the prior 14-day methodology survives as “(all views)” metrics that Amazon recommends against for ongoing performance assessment.

官方来源：Amazon Ads Support - Ad campaign attribution · Amazon Ads - View attribution updates for Amazon Store ads · Amazon Ads API - Purchases (all views) reporting metrics