Amazon's new shopping-signal enhanced attribution model went live on January 1, 2026. This changes how Sponsored Brands, Sponsored Display, and DSP campaigns report view-through conversions. Advertisers may see different ROAS numbers, and new "all views" metrics help bridge the gap.
New attribution model live
Change now in effect
'All views' metrics available
Historical comparison period
What Changed
Amazon updated its view attribution methodology to focus on "moments of brand discovery along the shopper path." The new model uses shopping signals to determine whether an ad view genuinely influenced a purchase, rather than simply attributing based on ad exposure.
According to Amazon Advertising, this change applies to all view-based metrics for Sponsored Brands, Sponsored Display, and Amazon DSP campaigns.
Key Changes
- Shopping-signal attribution: Views are only counted when shopping signals indicate genuine influence
- New "all views" metrics: Available alongside standard metrics for comparison
- Brand discovery focus: Attribution weighted toward moments of brand discovery
- No change to click attribution: Click-through metrics remain unchanged
Impact on Campaign Reporting
Many advertisers will see lower view-through attributed sales and ROAS for Sponsored Display and DSP campaigns. This does not mean campaigns are performing worse. Rather, the new model is more selective about which views it credits.
View-Through ROAS
↓ 15-30%
Expected decrease under new model
Click-Through ROAS
No Change
Click attribution unchanged
Total ROAS
↓ 5-15%
Blended impact
Important: Don't Panic
If your ROAS drops in January, it's likely the attribution change, not campaign performance. Use the new "all views" metrics to compare against your historical benchmarks. Your ads are still working. The measurement changed.
Understanding "All Views" Metrics
Amazon introduced "all views" metrics to help advertisers bridge the gap between old and new attribution. These metrics show view-through attribution using a methodology closer to the previous model, giving you a comparison point.
| Metric | Description | Use Case |
|---|
| Standard view-through | New shopping-signal enhanced attribution | Primary reporting metric going forward |
| All views | Broader view attribution (legacy-comparable) | Compare to historical benchmarks |
| Click-through | Attribution from ad clicks (unchanged) | Most reliable performance indicator |
Which Campaigns Are Most Affected
Higher Impact
- Amazon DSP campaigns: Heavily reliant on view-through attribution
- Sponsored Display: View-based audiences affected
- Upper-funnel campaigns: Brand awareness campaigns see largest changes
- Long attribution windows: 14-day view-through most impacted
Lower Impact
- Sponsored Products: Click-focused, minimal impact
- Click-based Sponsored Brands: Click attribution unchanged
- Retargeting campaigns: Strong shopping signals, less change
- Short attribution windows: 1-day view less affected
What Advertisers Should Do Now
Action Items for Q1 2026
- Download historical data: Export December 2025 reports as a baseline
- Monitor "all views" metrics: Use these to compare against historical performance
- Adjust ROAS targets: Update benchmarks for the new attribution model
- Prioritize click-based metrics: Rely more heavily on click-through data
- Communicate with stakeholders: Explain the attribution change to leadership
Recalibrating Your Benchmarks
Run both standard and "all views" metrics side by side for Q1 2026. This gives you a translation factor between old and new attribution. If your "all views" ROAS is 4.0 but standard view-through ROAS is 3.2, you know the new model is about 20% more conservative for your campaigns.
Pro Tip: Better Measurement Opportunity
The new model is arguably more accurate. Use this transition to identify which campaigns truly drive incremental sales versus those that were getting credit for purchases that would have happened anyway. This is an opportunity to reallocate budget more effectively.
How Nova Helps
Track your true advertising performance with Nova's PPC Analytics. Our dashboards help you compare pre and post attribution change performance across all your campaigns.
Use Custom Analytics to build reports that account for the attribution methodology change. Monitor Day-to-Day Performance to spot trends and separate attribution noise from real performance changes.
Bottom Line
This is a measurement change, not a performance change. Advertisers who understand the new model and adjust their benchmarks accordingly will make better optimization decisions. Those who panic and slash budgets will lose ground to competitors.
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