5 Off-Amazon Conversion Strategies for Brand+ and Performance+

What's Changing? Amazon Ads' AI-powered Brand+ and Performance+ campaigns are now leveraging off-Amazon conversion data to maximize ad efficiency. Accurate and rich off-Amazon conversion data leads to improved targeting, higher match rates, and reduced CPA, ultimately driving your performance.

Why It Matters This is essential for sellers who drive customers from Amazon Ads to their own websites, apps, or other off-Amazon channels. Accurately submitting your off-Amazon conversion data is crucial for understanding and optimizing your ad performance.

Practical Application Checklist - Integrate All Conversion Types & Prevent Duplication: Consolidate and send conversion data from all channels (web, app, offline), and use the clientdedupeID field to prevent duplicate counting.

- Send Full-Funnel Events: Don't just send final conversions like purchases; also send upper-funnel events such as page views and searches. Designate your optimization goal as a key event to help the AI model understand the customer journey.

- Pass Hashed Identifiers: Transmit hashed customer identifiers (email, name, phone number) via Ads Data Manager.

- Include Event Attributes: Include purchase value and product details (color, size, category) with your lower-funnel events. This is essential for product-specific optimization and understanding business value.

- Send Data in Real-Time: Transmit conversion data via Ads Data Manager in real-time or as batch uploads within at least one day. Delayed transmission can lead to decreased campaign performance and increased CPA.

Important Limitations 💡 The Off-Amazon ROAS calculation feature is scheduled for beta release in Q3 2026. Please consult your Amazon Ads account representative to enable and utilize this feature.

📰 Source: Amazon Ads Official Blog