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The Amazon PPC Attribution Window ROAS Blind Spot
Description
In this episode of Performance Marketing with Fexingo, Lucas and Luna dive deep into the hidden ROAS distortion caused by Amazon's default attribution window of 14 days for clicks and 7 days for views. They explain how this window mismatch inflates ROAS for products with longer consideration cycles, like furniture or electronics, while penalizing impulse buys. Using the example of a mattress brand, they show how a customer might click an ad, browse, then buy 12 days later—but the ROAS is still credited to that ad, masking the true cost of repeat exposure. They also unpack Amazon's recent experiments with a 30-day attribution window and what that means for campaign optimization. Specific numbers: how a brand saw ROAS drop 22% when they shifted from 7-day to 14-day window analysis. If you're optimizing purely on platform-reported ROAS, you're likely overbidding on top-of-funnel keywords. Lucas and Luna walk through the fix: segmenting campaigns by attribution window and using external analytics to cross-check.