Custom Attribution Last Touch

Learn more about the instructional query, Custom Attribution Last Touch, and how to use it on Intentwise Explore (AMC).

Custom Attribution Last Touch

Use the "Custom Attribution - Last Touch" instructional query in Amazon Marketing Cloud (AMC) to identify the final touchpoints before purchase and understand what drives conversions.

This query assigns full conversion credit to the final ad interaction that occurred before purchase. It helps marketers:  

• Identify the last campaign or channel that influenced a purchase

• Evaluate the performance of lower-funnel strategies

• Allocate spend more effectively based on closing impact

How It Works

1. Navigate to Intentwise Explore

2. Go to Queries > Query Library

3. Search for and add "Custom Attribution - Last 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.

The query provides detailed metrics for each campaign, such as impressions, clicks, user reach, conversions, conversion rate, total units sold, and total product sales. 

To use this query effectively, you'll need data from multiple ad campaigns, including tables like dsp_impressions, dsp_clicks, sponsored_ads_traffic, and conversions_with_relevance. You can customize the dashboard based on your campaign types, ad type, lookback windows, and more to tailor the insights to your specific needs.

For more information, refer to our data model.

Key Use Cases

• End-of-Funnel Analysis: Identify which ads or channels are driving conversions

• Budget Optimization: Shift investment toward the most impactful touchpoints

• Performance Reporting: Attribute conversions to the most recent interactions

Dashboard Walkthrough & Examples

1. Compare Effectiveness by Ad Product Type (CTR vs CVR)

📊 Example Insight:

• Sponsored Brands (SB) has the highest CTR at 0.30%, but the lowest CVR at 0.08%

• Sponsored Products (SP) shows more balanced performance with 0.28% CTR and 0.16% CVR

💡 How to use this:

• SB may be better suited for top-of-funnel awareness campaigns

• SP drives stronger last-touch conversions, making it ideal for lower-funnel targeting

2. User Reach Contribution by Ad Type

📈 Example Insight:

• 86% of user reach comes from Sponsored Products

• Sponsored Display and Brands contribute smaller portions

💡 How to use this:

• Use this chart to rebalance spend depending on whether your goal is reach or efficiency

• Pair with last-touch conversions to assess true impact

3. Identify High-Converting Campaigns

📋 Example Insight:

• SD-Awareness-Drone has 4,804 clicks, 1,706 conversions, and a CVR of 0.19%

• SP-A-Drones 1 has broad reach with 0.15% CVR

💡 How to use this:

• Benchmark these high performers for structure or targeting

• Consider replicating them for other SKUs

4. Spot Underperformers in Conversion

🔎 Example Insight:

• SP-A-Drones 5 shows 230 clicks and only 6 conversions, with a CVR of 0.01%

💡 How to use this:

• Pause or improve low-performing campaigns

• Reassess product detail pages or targeting strategy

5. Measure Revenue by Campaign

💰 Example Insight:

• SB_M_KT - M7 Drones generated $13.7K, while SD-Awareness-Drone led with $22.1K in sales

💡 How to use this:

• Link revenue impact to ad strategy and last-touch interactions for better budget planning

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.