Why can't I just do this myself?

You can — if you have 80–120 hours to learn server-side GTM, debug iOS dedup edge cases, and stress-test EMQ across every conversion event. We do it in 7–10 days because we've done it 300+ times.

What if it doesn't work?

Two protections: (1) 95% tracking accuracy guarantee — we keep working free until your Meta Match Quality hits 8+. (2) You own the entire stack — server, container, runbook — on your accounts from day one.

Will Apple / Google break this in the future?

1st-party server-side tracking is what survives Apple, Mozilla, and Chrome cookie deprecation. The CAPI / Events API endpoints we use are how Meta, Google, and TikTok publicly committed to keeping the channel open.

We sell B2B on Amazon Business. Does that count as a CRM deal?

Not unless the buyer later enters your CRM through a separate sales motion. The Amazon order and the CRM opportunity are different records with no shared key.

Why would I do this myself instead of asking you?

Because you should know the size of the problem before anyone quotes you for it. If the gap is small, you have saved yourself a purchase. If it is large, you now know what you are buying rather than taking our word for it.

Do I need to send you any data?

No. Both numbers come from systems you already own and neither leaves them. There is no tool to sign up for and nothing to upload.

What if Amazon Ads does not expose an identifier I can match on?

Then compare totals for a closed period and treat the result as directional rather than exact. Amazon's own attribution reporting for on-amazon sales, and your normal reconciliation for off-amazon conversions is still the right place to read the platform's side.

What size of gap is normal?

Under five percent is working. Five to fifteen usually means reversals are missing. Above twenty is normally the wrong event being counted, not a broken tag — which is why debugging tags first wastes so much time.

What if the two numbers cover different things?

Then fix the filter before drawing any conclusion. Stage is closed-won, and the source is a paid channel rather than outbound or referral. A mismatch in scope produces a gap that looks like a tracking fault and is not one.

What happens if I find a big gap?

Book the free thirty-minute call and bring both numbers. We will tell you which of the causes above it is, and whether it is something you can fix yourself — which it sometimes is.

Amazon Ads × CRM DealsRun this yourself

How to reconcile Amazon Ads against your CRM's closed-won deals

This is the check we run first on every account, written out so you can run it without us. It takes about thirty minutes and needs two numbers: what Amazon Ads says it produced, and what your CRM's closed-won deals actually shows. The gap between them is the only honest measure of whether your tracking works — and if it comes back small, you do not need us.

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By Ariful IslamAmazon Ads × CRM Deals, in short ↓

Specific to Amazon Ads × CRM Deals

Amazon Ads vs closed-won deals: usually no join is possible

Amazon Ads rarely maps to closed-won deals. Ads that drive to Amazon listings produce sales inside Amazon with no click identifier, so there is nothing to join to a CRM record. Only off-Amazon campaigns sending traffic to your own site can be matched, and then only on a captured identifier or hashed email. Treat any comparison as aggregate.

Say this plainly first: most Amazon Ads spend sells products on Amazon, and those buyers never enter your CRM. A closed-won deal is a different kind of sale, so for most accounts this reconciliation has nothing to reconcile. The exception is a business using Amazon's off-Amazon inventory to drive traffic to its own site for a quote or demo, where a click identifier can be captured on landing and stored on the deal.

Amazon's windows differ by ad product and by whether the conversion happens on Amazon or on your site, so establish which product and destination you are reporting on before reading any number. For off-Amazon traffic, Amazon's reporting tends to be aggregated and delayed rather than per lead. Compare the off-Amazon campaign's reported conversions over a closed period against CRM deals whose source is that campaign, by close date.

Total mismatch is normal when the campaigns drive to listings. A real gap only exists for off-Amazon campaigns, and the usual cause is that no identifier from the landing visit was carried into the form, leaving the CRM with nothing to match against Amazon's aggregate count.

Amazon Ads × CRM Deals · what breaks

Why Amazon Ads and your CRM's closed-won deals disagree

01
Form fills counted instead of deals
The most common B2B error. The platform counts an enquiry; the business earns on a signed contract, and the rate between them varies enormously by source.
02
Outbound pipeline in the same report
Deals a rep sourced by cold outreach land in the same pipeline as inbound ones. Without an origin field they inflate marketing's apparent performance.
03
Several contacts from one company
Three people from one account researching separately is one opportunity. Counting them separately makes cost per acquisition read as a third of reality.
04
Sales cycle longer than the attribution window
A deal that closes in month four falls outside every default window, so the campaign shows nothing while producing everything.

Amazon Ads × CRM Deals · the fix

What you get from this — Amazon Ads × CRM Deals

A number instead of a suspicion
The likely cause, narrowed
A basis for deciding

Amazon Ads × CRM Deals · architecture

What each side is actually counting — Amazon Ads × CRM Deals

1
What Amazon Ads counts
For off-Amazon conversions: an event, a timestamp, a value and the click identifier. For on-Amazon conversions: nothing, because the measurement is not yours to do.
2
How Amazon Ads attributes it
This is the important thing and most guidance skips it: Amazon Ads spans two very different situations. Sponsored ad formats driving to an Amazon listing produce conversions Amazon measures itself, with no click identifier passed to you and no per-order join available. Amazon DSP driving to your own site is a different case, where a click identifier can reach your landing page and be captured like any other network's.
3
The window it uses
Amazon's attribution windows differ by ad product and by whether the conversion happens on Amazon or on your site. Establish which product and which destination you are reporting on before comparing any figure.
4
What your CRM's closed-won deals counts
Opportunities marked closed-won, at their actual value, found in HubSpot → Deals, Salesforce → Opportunities, Pipedrive → Deals, filtered to won.
5
The filter that makes them comparable
Stage is closed-won, and the source is a paid channel rather than outbound or referral.

Amazon Ads × CRM Deals · events

Reading the gap — Amazon Ads × CRM Deals

What you see	What it usually means
15%+ platform higher	Usually the wrong event entirely — the platform is claiming deals it did not produce. usually outbound or referral pipeline landing in the same report without an origin field.
20%+ platform lower	Usually structural — the platform is missing deals it produced. almost always the cycle outliving the window, or the identifier never reaching the crm record.

Amazon Ads × CRM Deals · diagnose

Diagnostic order — Amazon Ads × CRM Deals

01
Confirm both numbers cover the same period and channel
02
Form fills counted instead of deals
The most common B2B error. The platform counts an enquiry; the business earns on a signed contract, and the rate between them varies enormously by source.
03
Outbound pipeline in the same report
Deals a rep sourced by cold outreach land in the same pipeline as inbound ones. Without an origin field they inflate marketing's apparent performance.
04
Several contacts from one company
Three people from one account researching separately is one opportunity. Counting them separately makes cost per acquisition read as a third of reality.
05
Read Amazon's own attribution reporting for on-Amazon sales, and your normal reconciliation for off-Amazon conversions
The structural limit is worth stating plainly to anyone selling you on this: for sales that complete inside Amazon, per-order click attribution does not exist and cannot be built. Amazon Attribution gives aggregated, delayed reporting. Anyone offering per-order joins on Amazon-completed sales is describing something that is not available.

Amazon Ads × CRM Deals · prove

How to know you did it right — Amazon Ads × CRM Deals

Source of truth

your CRM's closed-won deals — closed-won deals for a fully closed month

Amazon Ads × CRM Deals · free audit

What we check in the free audit

Confirm both numbers cover the same period and channel
Form fills counted instead of deals
Outbound pipeline in the same report
Several contacts from one company
Read Amazon's own attribution reporting for on-Amazon sales, and your normal reconciliation for off-Amazon conversions

Checked against

your CRM's closed-won deals — closed-won deals for a fully closed month

Get my free conversion tracking audit

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Amazon Ads × CRM Deals · when not to buy

When the answer is that you do not need us — Amazon Ads × CRM Deals

If almost all of your closed-won deals come from a channel with no click behind it, no tracking work will reach them — and knowing that is worth more than a build.
If all your Amazon Ads spend drives to Amazon listings, there is no conversion tracking build here — only a reporting exercise inside Amazon's own tools, and it is worth knowing that before commissioning anything.

Amazon Ads × CRM Deals · what we deliver

The method, step by step — Amazon Ads × CRM Deals

Pull what Amazon Ads reports
Amazon's own attribution reporting for on-amazon sales, and your normal reconciliation for off-amazon conversions.
Pull what your CRM's closed-won deals shows
Export closed-won deals by close date for a window long enough to cover your full sales cycle. Deduplicate to one per account, and sum the value actually contracted.
Filter both to the same thing
Stage is closed-won, and the source is a paid channel rather than outbound or referral.
Compare per record, not on totals

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From $400 · See packages

FAQ

Amazon Ads × CRM Deals questions, answered

Not per deal for sales completed on Amazon. Amazon's own reporting is aggregated, and per-order joins on Amazon-completed sales are not available.

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How to reconcile Amazon Ads against your CRM's closed-won deals

Amazon Ads vs closed-won deals: usually no join is possible

Why Amazon Ads and your CRM's closed-won deals disagree

Form fills counted instead of deals

Outbound pipeline in the same report

Several contacts from one company

Sales cycle longer than the attribution window

What you get from this — Amazon Ads × CRM Deals

A number instead of a suspicion

The likely cause, narrowed

A basis for deciding

What each side is actually counting — Amazon Ads × CRM Deals

What Amazon Ads counts

How Amazon Ads attributes it

The window it uses

What your CRM's closed-won deals counts

The filter that makes them comparable

Reading the gap — Amazon Ads × CRM Deals

Diagnostic order — Amazon Ads × CRM Deals

Confirm both numbers cover the same period and channel

Form fills counted instead of deals

Outbound pipeline in the same report

Several contacts from one company

Read Amazon's own attribution reporting for on-Amazon sales, and your normal reconciliation for off-Amazon conversions

How to know you did it right — Amazon Ads × CRM Deals

What we check in the free audit

When the answer is that you do not need us — Amazon Ads × CRM Deals

The method, step by step — Amazon Ads × CRM Deals

Pull what Amazon Ads reports

Pull what your CRM's closed-won deals shows

Filter both to the same thing

Compare per record, not on totals

Amazon Ads × CRM Deals questions, answered

Can Amazon tell me which of our CRM deals it produced?−

We sell B2B on Amazon Business. Does that count as a CRM deal?+

Why would I do this myself instead of asking you?+

Do I need to send you any data?+

What if Amazon Ads does not expose an identifier I can match on?+

What size of gap is normal?+

What if the two numbers cover different things?+

What happens if I find a big gap?+

More on Amazon Ads × CRM Deals

Systems of record beside crm opportunities, and the funnels it settles

Found a gap between Amazon Ads and your CRM's closed-won deals?