Amazon’s new Conversion Path Report offers a comprehensive view of your customers’ path to purchase across multiple ad types, including Amazon DSP, Sponsored TV, Sponsored Display, Sponsored Brands, and Sponsored Products. This report highlights the most effective touchpoints that lead to conversions, empowering advertisers to:

• Identify Optimal Ad Combinations: Discover which campaign types and formats drive engagement and sales.
• Understand Cross-Channel Influence: See how different ad types work together to influence purchase decisions.
• Balance Awareness and Performance: Build full-funnel strategies that blend brand awareness with performance-driven campaigns.
• Optimize Budget Allocation: Measure the impact of your strategies to plan future spending effectively.

For example, the report might show a path like “Sponsored Products > Purchase” generating $9,172 in sales or “Display (Amazon DSP) > Sponsored Products > Purchase” yielding $839. These insights reveal patterns previously hidden from advertisers.

• Top 5 Paths: In the Ads Console, navigate to Campaign Manager via the left menu. Your top five conversion paths will appear in the insight cards at the top of the campaigns page.
• Custom Date Range: For a deeper dive, go to Measurement and Reporting > Sponsored Ads Reports > All Amazon Campaigns. Select your date range, run the report, and download it once processed (note: this may take some time).

Conversion Path Reporting provides a window into how customers interact with your ads throughout their shopping journey. By moving beyond last-click attribution, brands can pinpoint high-impact ad sequences, make real-time adjustments, and maximize advertising efficiency—ultimately improving return on ad spend (ROAS).

The second major update is the expansion of New-to-Brand Metrics, now including Sponsored Products—the ad type accounting for roughly 78% of Amazon ad spend. Previously, New-to-Brand data (tracking purchases from customers who hadn’t bought from your brand in the past 12 months) was unavailable for Sponsored Products. Now, with this data accessible via the Conversion Path Report, advertisers can unlock powerful insights.

• Measure Customer Acquisition: Assess how effectively your campaigns attract first-time buyers.
• Evaluate Brand Loyalty: A lower New-to-Brand percentage might signal strong repeat customer loyalty, while a higher rate indicates successful awareness campaigns.
• Optimize Ad Performance: Tailor strategies across ad types to convert new customers efficiently.
• Balance Cost and Value: Estimate customer acquisition costs (CAC) against lifetime value (LTV) for smarter budgeting.
• Drive Market Growth: Track trends to ensure your brand continuously reaches new audiences.

For instance, knowing that a Sponsored Products ad led to a $9,172 sale—mostly from New-to-Brand customers—helps you refine targeting and creative to attract more first-time buyers.

Together, these tools enable data-driven decision-making:

• Reduce Wasted Spend: Eliminate ineffective touchpoints and focus on high-performing paths.
• Boost Retention: Refine remarketing efforts based on repeat purchase behavior.
• Enhance Creatives: Craft compelling ads tailored to different funnel stages.
• Strengthen Attribution: Move beyond last-click models for a more accurate view of what drives conversions.

Amazon’s willingness to share this data signals a shift toward transparency, offering brands the tools to make smarter, more impactful advertising decisions in 2025 and beyond.