Your view through conversions did not suddenly get worse. Amazon changed the rul
By Gabriel Caceros · February 10, 2026 · Curated by George's Blog
Your view through conversions did not suddenly get worse.
Amazon changed the rules on January 1.
If January reporting looks ugly for Sponsored Brands, Sponsored Display vCPM, or DSP, this is why.
Amazon rolled out a new shopping signal enhanced last touch attribution model.
Here's what actually changed:
→ Shorter view attribution windows
→ Less credit for passive impressions
→ More weight on real discovery moments
→ Tighter alignment with how shoppers buy
Before January?
⬭ View through conversions often overstated impact.
⬭ Especially on awareness and prospecting campaigns.
Now?
⬬ Amazon only credits views tied closely to shopping behavior.
✓ Faster paths.
✓ Less inflation.
✓ Cleaner signals.
What you are seeing in January?
⬬ Drop in view through conversions
⬬ Lower reported ROAS on upper funnel campaigns
⬬ Fewer conversions attributed to impressions
That does not mean ads stopped working.
⤷ Measurement shifted.
The mistake brands are making right now?
They are comparing January to December.
Same KPIs.
Same expectations.
That breaks decision making.
Do this instead:
1. Isolate January reporting
Do not blend old and new attribution models.
2. Change how you judge awareness campaigns
CTR, detail page views, and new to brand matter more than ROAS here.
3. Revisit vCPM and DSP bid logic
Optimize for signal quality, not legacy attribution math.
4. Reset stakeholder expectations now
Otherwise top funnel spend gets cut for the wrong reason.
Amazon is tightening attribution to match behavior.
Not impressions.
Advertisers who adjust early protect growth.
Everyone else panics and turns off the funnel.
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