Here's something most AMC users don't realize: the standard attributed events ta
By Anthony Nguyen 🟢 · July 20, 2026 · Curated by George's Blog
Here's something most AMC users don't realize: the standard attributed events tables only show conversions directly tied to ad interactions. They miss the organic lift your ads create. That's a big deal.
conversions_all is a PAID access table in AMC. It includes ALL conversions, ad-attributed and organic, tied to users who were exposed to your ads.
Why this matters: a customer sees your Sponsored Brands ad, doesn't click, then searches your brand name organically and buys. Standard AMC tables show zero. conversions_all captures that path.
The organic halo typically adds 15-40% on top of directly attributed conversions for brands with strong recognition. For new brands, it's smaller, maybe 5-15%. But even 5% changes your budget math.
To measure it, compare total conversions from ad-exposed users (from conversions_all) against directly attributed conversions (from standard tables). The delta is your halo.
The paid access requirement filters out most sellers. But if you're spending $50K+/month on Amazon ads and not measuring organic halo, you're making budget decisions on incomplete data. That's not a strategy. That's a guess.
One critical note: product_sales in attributed events captures promoted ASIN sales only. total_product_sales includes brand halo sales from other ASINs in your catalog. Different fields, very different numbers. Mix them up and your entire analysis is garbage.
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