How to reconcile Amazon Ads against your store's order table
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 store's order table 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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Specific to Amazon Ads × Ecommerce Orders
Amazon Ads vs your store orders: usually the wrong comparison
Sponsored ads that send shoppers to Amazon listings produce sales in Amazon's checkout, not your store's order table, so there is no join. Reconcile those against Seller or Vendor Central. Only Amazon DSP or other ads sent to your own site belong here, matched on a captured click identifier, where a gap behaves like any other network's.
Start by sorting spend by destination. Sponsored Products, Brands and Display aimed at a listing generate orders inside Amazon; your store never sees them, and no per-order join exists. If your store syncs marketplace orders into the same table, they arrive under an Amazon sales channel and should be compared with Amazon's own sales reporting, not with your site orders. Only off-Amazon campaigns, typically DSP sending traffic to your site, can be matched against site orders.
Amazon's windows differ by ad product and by seller versus vendor account, so check which one each report uses. Check also whether the sales figure includes other products from your brand bought after the click, not just the product advertised, because that brand-level credit makes Amazon's total larger than sales of the advertised items alone. For off-Amazon campaigns, confirm which window applies before comparing with your orders.
For on-Amazon sales, compare the campaign reports with orders in Seller or Vendor Central for the same dates, accepting that attribution there is Amazon's and aggregated. For site traffic, count orders carrying the captured identifier against the conversions you sent back. The most common disagreement in this pair is a store comparing Amazon's attributed sales against its own order table and finding a gap that only reflects two different checkouts.
Amazon Ads × Ecommerce Orders · what breaks
Why Amazon Ads and your store's order table disagree
- 01
Refunds never subtracted
The most common cause and the easiest to check. Sum refunds for the same period — if the platform figure is roughly your gross and your own figure is net, that difference is the whole gap.
- 02
Purchase event firing on page refresh
A confirmation page that re-fires on reload counts one order several times. Compare distinct order IDs against total conversions.
- 03
Point-of-sale orders in the same table
If you have a physical shop, counter sales sit in the same order table and will be counted as advertising conversions unless the channel is filtered.
- 04
Post-purchase upsells arriving late
If the conversion fires at checkout and an upsell adds revenue afterwards, the platform is under-reporting by the upsell take rate.
Amazon Ads × Ecommerce Orders · the fix
What you get from this — Amazon Ads × Ecommerce Orders
A number instead of a suspicion
The likely cause, narrowed
A basis for deciding
Amazon Ads × Ecommerce Orders · architecture
What each side is actually counting — Amazon Ads × Ecommerce Orders
- 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 store's order table counts
Paid orders with their totals, found in Shopify Admin → Orders, WooCommerce → Orders, or a direct query against the orders table.
- 5
The filter that makes them comparable
Financial status is paid, and the sales channel is online rather than point of sale.
Amazon Ads × Ecommerce Orders · events
Reading the gap — Amazon Ads × Ecommerce Orders
| What you see | What it usually means |
|---|---|
| 15%+ platform higher | Usually the wrong event entirely — the platform is claiming more than you took. usually refunds, duplicate firing, or a second channel bleeding into the same conversion action. |
| 20%+ platform lower | Usually structural — the platform is seeing fewer orders than you actually took. usually consent, ad blocking, or an identifier that never reached the order. |
Amazon Ads × Ecommerce Orders · diagnose
Diagnostic order
- 01
Confirm both numbers cover the same period and channel
- 02
Refunds never subtracted
The most common cause and the easiest to check. Sum refunds for the same period — if the platform figure is roughly your gross and your own figure is net, that difference is the whole gap.
- 03
Purchase event firing on page refresh
A confirmation page that re-fires on reload counts one order several times. Compare distinct order IDs against total conversions.
- 04
Point-of-sale orders in the same table
If you have a physical shop, counter sales sit in the same order table and will be counted as advertising conversions unless the channel is filtered.
- 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 × Ecommerce Orders · prove
How to know you did it right — Amazon Ads × Ecommerce Orders
Source of truth
your store's order table — orders for a fully closed month
Amazon Ads × Ecommerce Orders · free audit
What we check in the free audit
- Confirm both numbers cover the same period and channel
- Refunds never subtracted
- Purchase event firing on page refresh
- Point-of-sale orders in the same table
- Read Amazon's own attribution reporting for on-Amazon sales, and your normal reconciliation for off-Amazon conversions
Checked against
your store's order table — orders for a fully closed month
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Amazon Ads × Ecommerce Orders · when not to buy
When the answer is that you do not need us — Amazon Ads × Ecommerce Orders
- If almost all of your orders 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 × Ecommerce Orders · what we deliver
The method, step by step — Amazon Ads × Ecommerce Orders
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 store's order table shows
Export orders for a fully closed calendar month, filtered to paid and online. Count them, and sum the total after discounts and before shipping and tax.
Filter both to the same thing
Financial status is paid, and the sales channel is online rather than point of sale.
Compare per record, not on totals
FAQ
Amazon Ads × Ecommerce Orders questions, answered
Not for sales completed on Amazon; that data is not passed to you. Per-order matching is possible only for campaigns that send traffic to your own site.
Keep them out of the site comparison by filtering on sales channel. Reconcile them against Amazon's own sales and ad reporting instead.
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.
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.
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.
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.
Then fix the filter before drawing any conclusion. Financial status is paid, and the sales channel is online rather than point of sale. A mismatch in scope produces a gap that looks like a tracking fault and is not one.
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.
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