Güncellemeler Brief Ads
View-through attribution tightened 1 January 2026 (DSP, Sponsored Brands, Sponsored Display in-store)
Amazon, Seller Central ve Ads duyurularını İngilizce yayımlar. Kaynak metin kaybolmasın diye aşağıdaki brief İngilizce kalır. İnceleme, formlar ve politikalar sizin dilinizde. Canlı rakamları Seller Central’da doğrulayın.
Who it hits
Anyone reporting DSP or vCPM Sponsored Brands/Display ROAS to a founder.
What to do this week
Do not kill a DSP flight solely because last-click/view ROAS dropped in January. Read DPV, branded search, NTB, and AMC overlap. Offsite DSP often still uses a 14/14 window — confirm in the console.
How to read January numbers
If DSP “ROAS collapsed” in week one of 2026 and Sponsored Products held, you may be looking at view credit getting stricter — not a funnel that died overnight. Do not scale DSP to recapture a vanity view-ROAS that Amazon retired. Report DPV, branded search, NTB, and (if live) AMC overlap next to Sponsored. Last-click DSP ROAS was never the scoreboard; it is even less of one now.
- Screenshot the attribution setting in Ads Console / DSP Manager the week you report.
- Split in-store vs offsite if both run.
- If MTA columns exist (Orders multi-touch / ROAS multi-touch), show them next to last-touch — do not pick the prettier one in silence.
What tightened on 1 January 2026
Amazon replaced the fixed 14-day view-through window on eligible in-store DSP, Sponsored Brands vCPM, and Sponsored Display vCPM with a machine-learning last-touch model that uses purchase signals. Click attribution did not change. Offsite DSP often stayed on a traditional 14-day click / 14-day view lookback — confirm in DSP Manager. Multi-touch columns appeared in beta next to the stricter last-touch model. Operator coverage in January 2026 treated a sudden DSP ROAS drop as a measurement change until proven otherwise.
How to report this to a founder without spinning
Screenshot the attribution setting the week you report. Split in-store vs offsite. If Orders multi-touch / ROAS multi-touch exist, show them next to last-touch — do not pick the prettier column in silence. Pair DSP with DPV, branded search, NTB, and AMC overlap if live. Sponsored Products remains click-based; if SP held and DSP “collapsed,” you are probably looking at view credit getting stricter, not a funnel that died overnight. Do not scale DSP to recapture a vanity view-ROAS Amazon retired.
What not to do
- Kill a remarketing flight solely because last-click/view ROAS dropped in week one of January.
- Compare December 2025 view-ROAS to January 2026 last-touch as if the definition matched.
- Hide the console setting when you send the dashboard.
Related: DSP vs SD vs SP order, DSP workstream.
What to screenshot the week you report
The attribution setting in DSP Manager. In-store vs offsite split. Whether Orders multi-touch / ROAS multi-touch columns exist. Pair DSP with DPV, branded search, NTB, and AMC overlap if live. Sponsored Products remains click-based; if SP held and DSP “collapsed” in the first week of January 2026, you are probably looking at view credit getting stricter, not a funnel that died overnight. Do not kill a remarketing flight solely on that week-one drop. Do not compare December 2025 view-ROAS to January 2026 last-touch as if the definition matched. Do not hide the console setting when you send the dashboard. Confirm later notices — Amazon will edit this again.
FAQ
Did Sponsored Products attribution change?
This change targeted view-through on in-store DSP / SB / SD. Sponsored Products remains click-based. Confirm any later console notices.
Did this change Sponsored Products?
The notices this desk used targeted view-through on in-store DSP / SB / SD. SP stays click-based. Confirm later console notices.
Should I switch the founder to multi-touch only?
Show both when both exist. Last-touch is what Amazon made stricter. Multi-touch is extra context, not a replacement you hide.
Source: Amazon Ads attribution model change, 1 Jan 2026 · Confirm live numbers in Seller Central. This desk is the method, not a rate card.
Stuck on this change?
I will walk the public listing, say whether this change is leaking spend, and what week one would be.