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Which signals are not available within AMC?

  • Ad-relevant conversions with a 28-day lookback window
  • Ad-relevant conversions with a 60-day lookback window
  • Ad-attributed conversions with a 14-day lookback window

The correct answer is: Ad-relevant conversions with a 60-day lookback window

Explanation: Amazon Marketing Cloud (AMC) allows advertisers to perform custom attribution analysis by specifying their preferred lookback window and attribution model. The lookback window in AMC can now be set up to 28 days, allowing greater flexibility than the standard 14-day window used in Amazon Ads standard campaign reporting. This enables advertisers to measure ad touchpoints that occurred within a 14- or 28-day period prior to conversion, which is particularly useful for brands with longer sales cycles.

Reference: https://advertising.amazon.com/resources/whats-new/amazon-marketing-cloud-custom-attribution

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