• Conversion tracking

  • How does conversion tracking work?

    You can use conversion tracking to track when your shoppers place a Buy with Prime order. With conversion tracking, you can share data about interactions on a website (such as orders placed) with ad channels to activate the ad channel to attribute that interaction to an ad campaign and get reporting on your performance.  

    By using Meta Conversion API, Meta Pixel, Google Ads pixel, and Google Analytics for Buy with Prime, you can choose to send your Buy with Prime order information to Meta and Google.

  • Set up conversion tracking for Buy with Prime

    Meta conversion tracking:

    The Social Ads for Buy with Prime app lets you set up Meta Conversion API and Meta Pixel to share your Buy with Prime orders with Meta. Only order events are sent at this time - "Add to Cart" events are not supported. This is the most comprehensive approach to sharing data with Meta.

    To set up your Meta Conversion API and Meta Pixel:

    Step 1Install the Social Ads for Buy with Prime app.

    Step 2Link your Meta account to the Social Ads for Buy with Prime app, and choose the Pixel ID you use to track conversions on your site.

    Step 3Turn on Advanced Matching to send more customer data to Meta, which can help Meta improve ad attribution.

    Step 4Choose Done.

    To add your Meta Pixel (only):

    Step 1Within your Meta Business Manager account, under Data Sources, copy the Meta Pixel ID for the pixel you want to use.

    Step 2Open the merchant console for Buy with Prime.

    Step 3From the side menu, choose Settings, and then Advertising IDs.

    Step 4Paste your Meta Pixel ID in the text field of the Meta Ads section of the Advertising IDs page.

    Step 5Turn on Advanced Matching to send more customer data to Meta, which can help Meta improve ad attribution. 

    Step 6Choose Save. 

    Google Ads conversion tracking:

    Google Ads pixel has two components— the Google Ads conversion ID and Google Ads purchase conversion label. The Social Ads for Buy with Prime app allows you set up Google Enhanced Conversion API and Google pixel to share your Buy with Prime orders with Google server-to-server, including customer data that can help Google improve ad attribution. This is the most comprehensive approach to sharing data with Google.

    To set up Google Enhanced Conversion API and Google pixel:

    Step 1Install the Social Ads for Buy with Prime app.

    Step 2Link your Google Ads account to the Social Ads for Buy with Prime app, and choose the Purchase Conversion ID and Purchase Conversion Label you want to use to track Buy with Prime conversions.

    Step 3Choose Done.         

     

    To add your Google pixel (only):

    Step 1From your Google Ads console, copy your Google pixel for the data source that you want to use.

    Step 2Choose Tag setup to open the collapsible section, and then choose Install the tag yourself.

    Step 3Scroll to the Event snippet sub-section, ensure Page load is selected. Note: You’ll find the pixel ID in the third line of code.

    Step 4Then copy the two-part pixel ID (the conversion ID and the conversion label are separated by a “/”). Be sure to choose the conversion label for the Purchase conversion event.

    Step 5Open the merchant console for Buy with Prime. 

    Step 6From the side menu, choose Settings, and then Advertising IDs. 

    Step 7Paste your Google Ads conversion ID (first part of the pixel ID) in the conversion ID text field and the Google Ads purchase conversion label (second part of the pixel ID) in the purchase conversion label text field.

    Step 8Choose Save. 

  • Google Analytics

    Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. You can use Google Analytics to gain valuable insights across channels by integrating your Buy with Prime orders. These insights help you understand the performance of your marketing investments and make more informed advertising decisions.

    To set up Google Analytics:

    Step 1Open the merchant console for Buy with Prime.

    Step 2From the side menu, choose Settings, and then Advertising IDs.

    Step 3Enter your Google Analytics ID. Note: If you use Google Analytics 4 (GA4), enter your Google tag ID starting with G-. You can find this ID in the Data Streams section of your GA4 Admin. If you use Google Analytics 3 (GA3), enter your GA3 ID starting with UA-.

    Step 4Click Save.

    Step 5Update your Referral Exclusion List (GA3) and your List unwanted referrals setting (GA4) to ensure accurate referrer and UTM parameter reporting. Note: If you use GA3, add both your ecommerce site URL and order.buywithprime.amazon.com to the Referral Exclusion List. If you use GA4, update the List unwanted referrals setting to ignore referrals where the referral domain contains order.buywithprime.amazon.com.

  • Meta and Google Ads conversion tracking FAQ

    Get answers to common questions about conversion tracking.

    • Pixels are strings of code that are loaded when users visit and interact with website pages, such as when placing an order. Advertising pixels share interaction data with ad channels so interactions can be attributed to specific ad campaigns, helping advertisers measure and better understand ad performance and return on ad spend

    • Using both tools allows you to share more order data with Meta, which can help boost attribution rates for your ad campaigns. The Meta Conversion API sends orders server-to-server, while the Meta Pixel sends orders browser-to-server. You can set up both Meta Conversion API and Meta Pixel by setting up the Social Ads for Buy with Prime app. You can set up Meta Pixel only by adding your Pixel ID to the merchant console.

    • When sharing Buy with Prime order data with your advertising channels, conversion tracking tools send your ecommerce site URL as the order URL and the SKU as the product ID. If you use Advanced Matching for Meta or Google Enhanced Conversion API, you send Buy with Prime customers’ names, email addresses, phone numbers, and shipping addresses, so confirm that your privacy notice explains that you share customer information for advertising purposes. You can check your settings with the specific advertising channels to learn more about the type of information that you share when you set up conversion tracking.

    • If certain state privacy laws* apply to your business, your customers may have the right to opt out of your sale or sharing of their personal information for cross-context behavioral advertising. You can set restrictions for how customers’ personal information may be used by Meta by turning on the privacy setting to send a Limited Data Use flag for all of your Buy with Prime orders. This setting can be found by choosing Access your privacy settings when setting up your advertising IDs.

       

      This setting only applies to your Buy with Prime orders and doesn’t affect other pixel events for your site. For Google Ads, visit the Privacy and Messaging section on the Google Ads console to learn about turning on Google’s restricted data processing. For Amazon Ads, your customers can manage their preferences on Amazon.com. We don’t provide legal advice about which laws may apply to your business, but you can consult with a legal professional to guide you.

      *Includes: California Consumer Privacy Act (CCPA) and Virginia Consumer Data Protection Act (VCDPA).

    • If you want to track Buy with Prime orders separately in Google Ads, you can choose to create a new separate purchase conversion label for Buy with Prime conversions in the Social Ads for Buy with Prime app. Alternatively, you can create a separate purchase conversion label in the Google Ads console and enter that purchase conversion label into the Buy with Prime console. On Meta Ads, you can't separate Buy with Prime orders from your ecommerce site orders.

    • Using both tools allows you to share more customer data with Google, which can help boost attribution rates for your ad campaigns. The Google Enhanced Conversion API sends orders server-to-server and shares more customer data with Google, while the Google Ads pixel sends orders browser-to-server. You can set up both solutions by setting up the Social Ads for Buy with Prime app. You can set up Google Ads pixel only by adding your Google Ads conversion ID and purchase conversion label to the merchant console.

    For more information, go to FAQ library.

  • Google Analytics FAQ

    Get answers to common questions about Google Analytics.

    • When you set up Google Analytics for Buy with Prime, you will be able to see Buy with Prime orders included in the reporting in your Google Analytics account. This includes reporting on revenue, users, and transactions. Note: GA4 can have a delay up to 48 hours.

    • Yes. Google Analytics analyzes UTM parameters to provide channel- and campaign-level reporting. When you set up Google Analytics for Buy with Prime, you will sync Buy with Prime orders as well as their UTM parameters to Google Analytics, helping Google Analytics give you a breakdown of your orders by channel and campaign.

    • Yes. Buy with Prime orders will be sent to Google Analytics with a “Buy with Prime” Item Category (GA4)/Product Category (GA3). Buy with Prime orders will also be sent to Google Analytics with a “Buy with Prime Order” page title and “buywithprime-order” page path. These are dimensions you can use to break out your Buy with Prime orders in the Google Analytics reporting. In GA4, Google Analytics may apply a data threshold, causing the Buy with Prime orders to be hidden. In this case, we recommend using the Ecommerce purchases report to break out Buy with Prime orders by Item Category, where thresholds are not applied. 

    • Buy with Prime supports both Google Analytics 3 and 4 properties.

    • By integrating your Buy with Prime orders into Google Analytics, you can gain valuable insights into your ecommerce activity. Google Analytics improves attribution and gives you a full view into performance across your ecommerce channels. You can see and analyze your activity in one place, helping you understand the performance of your marketing investments and make more informed advertising decisions.

    For more information, go to FAQ library.

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