The Marketing Cloud section contains dashboards powered by Amazon Marketing Cloud (AMC) — Amazon's privacy-safe data clean room that enables multi-touch attribution and cross-campaign analytics beyond what standard Amazon reporting provides. Where standard attribution credits only the last ad clicked before a sale, AMC reconstructs the full sequence of ad touchpoints a shopper went through, so you can measure how your Sponsored Ads and DSP campaigns work together rather than in isolation.
New to AMC? Start with What is Amazon Marketing Cloud (AMC)? for a full explanation of how AMC works, what data it provides, the 14-day lag that applies to all dashboards, and the prerequisites required.
Dashboards in This Section
🌌 Path to Conversion by Campaign Type
Reconstructs the full multi-touchpoint sequence (up to 5 steps) a shopper followed before purchasing, broken down by campaign type at each step. Includes a first-touch vs. last-touch comparison. The primary dashboard for understanding cross-channel contribution and proving the value of upper-funnel spend.
📢 Ad Type Touchpoints
Measures each ad type's contribution across three roles — First Touch, Assist, and Last Touch — for unique users, total purchases, and new-to-brand purchases. Reveals which ad types open journeys, which nurture, and which close the sale.
⏱️ Time to Conversion
Shows how long shoppers take to purchase after their first ad exposure — from minutes to weeks. Use it to calibrate attribution windows, retargeting flight lengths, and campaign scheduling.
🩺 Frequency Optimisation
Identifies the ad frequency at which performance peaks, and the point at which additional exposures start to hurt. Use it to set frequency caps that avoid over-serving without sacrificing reach.
👥 Exposure Group Analysis along the Sales Funnel
Compares how different shopper groups — defined by which ad type combinations they were exposed to — perform across the purchase funnel. Shows which ad combinations produce the most valuable customers.
📆 Intraday Optimisation
Shows which hours of the day and days of the week your ads most effectively drive purchases, based on actual AMC conversion data. Use it to fine-tune dayparting settings and ad scheduling.
🔀 Path to Conversion by Device (deprecated)
This dashboard has been deprecated. Use Path to Conversion by Campaign Type or Ad Type Touchpoints instead.
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