Custom Attribution First Touch

Learn how to use the instructional query, Custom Attribution First Touch, on Intentwise Explore (AMC)

Custom Attribution First Touch

Learn how to use the "Custom Attribution - First Touch" instructional query in Amazon Marketing Cloud (AMC) to identify the initial touchpoints that drive user acquisition and campaign awareness.

This query attributes each conversion entirely to the first ad interaction in a user’s journey. It helps marketers:

• Understand which campaigns or ad types are attracting new users

• Evaluate top-of-funnel performance

• Optimize awareness and acquisition strategies 

Dashboard Overview

Key Metrics at the Top

• Unique Reach – Distinct users exposed to ads for the first time.

• Total Sales – Revenue generated from purchases where the first touch was attributed to the campaign.

• Purchased Users – Unique customers who purchased after first exposure.

• Total Purchases – Number of transactions tied to first-touch journeys.

• Impressions – Total ad impressions that served as first touches.

• Clicks – Clicks generated from those first-touch impressions.

• CTR (Click-Through Rate) – Engagement rate from impressions to clicks.

• AOV (Average Order Value) – Average purchase value from first-touch journeys.

These KPIs summarize how well your top-of-funnel campaigns introduce new customers and contribute to eventual conversions.

Top 5 Campaigns by Total Sales

Shows the campaigns that generated the highest first-touch sales.
For example:

• Drone Controller - 2 drove $224K in sales from 9.5K units.

• Drone Camera followed with $145K in sales from 6.7K units.

This view reveals which campaigns are best at initiating high-value journeys.

Performance by Ad Type

Compares DSP, Sponsored Brands, Sponsored Display, and Sponsored Products based on first-touch outcomes:

• DSP contributed the highest sales ($723K) with a conversion rate of 0.61%.

• Sponsored Products followed with $602K in sales.

• Sponsored Brands and Sponsored Display played smaller but complementary roles.

This helps allocate budgets between upper-funnel and lower-funnel products.

Campaign Performance Table

Provides a granular breakdown of first-touch performance per campaign, including:

• Unique Reach

• Impressions

• Clicks

• Total Sales

• Purchased Users

• Total Purchases

• AOV

• CTR

For instance:

• Handheld Drones campaign generated $80K in sales, with a CTR of 0.75% and an AOV of $17.

• Drone Camera campaign produced $66K in sales, with higher average order values ($19) but lower CTR (0.14%).

How It Works

1. Navigate to Intentwise Explore

2. Go to Queries > Query Library

3. Search for and add "Custom Attribution - First Touch" to your saved queries

4. Fill in the required parameters and run the query (see this article for detailed settings)

5. Once executed, access the results under the Insights section for campaign-level metrics and visualizations.

For more information, refer to our data model.

Key Use Cases 

• Top-of-Funnel Attribution: Measure which channels are most effective in capturing attention

• Awareness Campaign Planning: Prioritize channels that consistently drive first touches

• Acquisition Benchmarking: Evaluate early-funnel impact across Sponsored Products, Brands, and Display

Frequently Asked Questions (FAQs)

What are instructional queries?

Amazon Marketing Cloud's (AMC) instructional queries provide pre-written SQL code that AMC users can use as is or modify for common measurement and analytics tasks.