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Amazon · 3 min read

Tag Google ads that send traffic to Amazon

Why Google ads that link to Amazon without an Attribution tag hide your sales, what the Google Ads audit checks, and how to add the tags.

When a Google ad links straight to an Amazon listing, Google sees the click leave and Amazon sees a shopper arrive, but nothing joins the two. An Amazon Attribution tag on the link does.

What the audit checks

  • Ads whose final URL goes to an Amazon store with no Attribution tag are flagged, with their spend.
  • A link counts as tagged when it carries the maas= parameter, or ref_=aa_maas.
  • Short links (amzn.to, a.co) redirect, so their tag can't be read from the ad. They're listed separately rather than called untagged.

Add the tags

  1. Open Amazon Attribution from the Amazon Ads console. It's available to brands enrolled in Amazon Brand Registry.
  2. Create a tag for each campaign or ad group that links to Amazon.
  3. Copy the tagged URL and use it as the ad's final URL in Google Ads.
Brand Referral BonusAmazon pays its Brand Referral Bonus only on tagged traffic, so untagged links can also mean fees you could have had back.