- Sponsored Products and DSP Display Overlap
- Audience Overlap Analysis
- Path to Conversion by Campaign Groups
The correct answer is: Path to Conversion by Campaign Groups
Explanation: If you run multiple Amazon DSP and sponsored ads campaigns and want to understand which customer paths have the highest conversion rate, you should use Path to Conversion by Campaign Groups (also called Conversion Path Reporting in the advertising console). This report/query shows the most frequent and efficient ad touchpoints (campaign groups) that drive customers to conversion.
“Conversion path reporting shows the ad touchpoints on a customer’s 30-day path to conversion, starting with purchases. Advertisers will soon be able to access it in Sponsored Ads and Amazon DSP, allowing them to view the most frequent and efficient customer paths involving multiple ad programs. The reporting provides the actual ad events without interpretation, covering Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV, and Amazon DSP.”
The report enables viewing cross-campaign customer journeys and the top conversion paths for optimization.
Section: Amazon Ads Resources >> Article: Conversion Path Reporting (beta) >> Section: “Conversion path reporting shows the ad touchpoints…” and “Why is it important?” (impact on cross-channel/conversion analysis)