Instructional Queries
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      Custom Attribution Linear Touch

      Learn about the Custom Attribution Linear Touch query and its applications on Intentwise Explore (AMC).

      Custom Attribution Linear Touch

      Learn how to use the "Custom Attribution - Linear Touch" instructional query in Amazon Marketing Cloud (AMC) to evaluate the combined impact of all ad interactions leading up to a conversion.

      This query distributes credit equally across all touchpoints in a shopper’s journey. It helps marketers:  

      • Understand the cumulative influence of multiple ads and channels

      • Evaluate cross-channel contribution to conversion

      • Identify campaigns that assist earlier in the path to purchase

      Dashboard Overview

      At the top of the dashboard, you’ll see a summary of key performance metrics:

      • Unique Reach – Number of distinct users reached across campaigns.

      • Total Sales – Revenue generated from all attributed conversions.

      • Purchased Users – Number of unique customers who made a purchase.

      • Total Purchases – Number of purchase events.

      • Impressions – Total ad impressions served.

      • Clicks – Total clicks across campaigns.

      • CTR – Click-through rate across campaigns.

      • AOV (Average Order Value) – Average revenue per purchase.

      This summary allows you to quickly gauge overall campaign effectiveness when each touchpoint is valued equally.

      Top 5 Campaigns by Total Sales

      This section highlights the top-performing campaigns by sales volume.
      For example:

      • Drone Controller – 1 generated $370.91K from 16.49K units sold.

      • Drone Batteries drove $240.81K in sales across 10.22K units.

      • Drone App and its variants also contributed significantly, with combined sales of over $224K.

      This ranking helps you identify which campaigns consistently deliver value when attribution is spread evenly.

      Performance by Ad Type

      The Performance by Ad Type chart shows how different ad types contribute to total sales under the linear model.

      For example:

      • DSP ads generated $1.27M in attributed sales.

      • Sponsored Products (SP) contributed $647.56K.

      • Sponsored Brands (SB) and Sponsored Display (SD) played supporting roles, with sales of $96.49K and $6.99K, respectively.

      This breakdown helps compare the efficiency of upper- and lower-funnel ad types when every touchpoint shares credit.

      Campaign Performance

      The Campaign Performance table provides a detailed view of each campaign, including:

      • Unique Reach

      • Impressions

      • Clicks

      • Total Sales

      • Purchased Users

      • Total Purchases

      • AOV

      • CTR

      For example:

      • SP – Drone Batteries – 29 delivered $84.96K in sales from 4,798 purchased users, with a 0.75% CTR.

      • Drone Camera – 1 contributed $67.02K in sales, with an AOV of $19.

      • SP – Hand Held Drones – 44 achieved $78.11K in sales at a 1.28% CTR, showing strong engagement.

      This table enables deeper analysis of how individual campaigns work together in a multi-touch journey.

      How It Works

      1. Navigate to Intentwise Explore

      2. Go to Queries > Query Library

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

      4. Fill in the required fields 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

      • Assist Attribution: Measure which campaigns contribute frequently but don’t close

      • Channel Collaboration: Understand how Sponsored Ads and DSP work together across journeys

      • Incrementality Analysis: Identify undervalued campaigns using linear contributions

      Tip: Pair this with last-touch and first-touch queries to reveal gaps in strategy and surface assist drivers


      Frequently Asked Questions

      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.