Amazon Launches Global Conversion Path Reporting to Help Advertisers Track Full Customer Journeys

Amazon has officially launched Conversion Path Reporting worldwide, announced on November 13, 2025, giving advertisers deeper visibility into how customers move from ad exposure to purchase across multiple touchpoint.

The update is now available in the Amazon Advertising Console, Amazon DSP, and Amazon Ads API, and covers both Sponsored Ads and DSP campaigns.

What Is Conversion Path Reporting?

Conversion Path Reporting shows advertisers the step-by-step journey customers take before converting on Amazon.

With this launch, advertisers can now view:

• the top 5 conversion paths

• across Sponsored Ads and Amazon DSP

• within a single dashboard in Ad Console

This helps advertisers understand how different ad interactions work together to drive sales.

Why This Update Matters

Amazon designed Conversion Path Reporting to help advertisers better understand cross-channel performance, especially in:

• full-funnel marketing strategies

• Streaming TV campaigns

• upper-funnel brand awareness campaigns

• performance-driven advertising

Instead of looking at isolated campaign performance, advertisers can now see how multiple touchpoints contribute to a single conversion.

Key Benefits of Conversion Path Reporting

1. Full Funnel Visibility

Advertisers can track how users move from awareness to purchase across different ad types.

2. Cross-Channel Insights

Combines data from:

• Sponsored Products

• Sponsored Brands

• Sponsored Display

• Amazon DSP

3. Faster Optimization

Insights are always-on and near real-time, allowing advertisers to quickly adjust campaigns.

4. Better Budget Allocation

Helps balance investment between:

• brand-building campaigns

• performance marketing

How Advertisers Can Use It

Advertisers can access the feature in:

• Amazon Advertising Console

• Amazon DSP

• Amazon Ads API

They can:

• view top conversion paths

• analyze multi-touch journeys

• identify high-performing ad combinations

• optimize campaign strategy in real time

Where It’s Available

Conversion Path Reporting is now available globally across multiple regions:

North America

• United States

• Canada

• Mexico

South America

• Brazil

Europe

Includes major markets such as:

• United Kingdom, Germany, France, Spain, Italy

• Netherlands, Sweden, Poland, Switzerland

• and more

Middle East & Africa

• UAE, Saudi Arabia, Israel, Egypt, and others

Asia Pacific

• Japan, India, China, Australia, Singapore, New Zealand

Who Can Use It?

The feature is available to:

• Sellers

• Vendors

• Self-service advertisers

• Managed-service advertisers

• Agencies

Why Amazon Introduced This Feature

Amazon continues to invest in full-funnel advertising transparency, helping advertisers:

• understand complex customer journeys

• improve cross-channel measurement

• optimize upper- and lower-funnel campaigns together

This is especially important as brands increasingly use multi-channel strategies across DSP and Sponsored Ads.

Final Thoughts

The global rollout of Conversion Path Reporting marks a major upgrade in Amazon Ads analytics.

By showing how multiple ad interactions contribute to conversions, Amazon is giving advertisers a clearer view of true campaign performance beyond last-click attribution.

For brands and agencies, this means:

• better decision-making

• improved ROI optimization

• stronger full-funnel strategy alignment

This update strengthens Amazon’s position as a more advanced, data-driven advertising ecosystem.