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Amazon Conversions API (Actions) Destination

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Amazon Conversions API (Actions) destination is in Public Beta

This feature is in active development and might change before general availability.

The Amazon Conversions API (Actions) destination is a server-to-server integration with the Amazon Events API. Use it to send real-time or offline conversion event data from Segment to Amazon without setting up an Amazon Ad Tag (AAT).

This integration helps you measure the effectiveness of your Amazon campaigns wherever the conversion happens. By sending events through the Events API, you gain more complete attribution and improved data reliability, which can inform campaign optimization.

Benefits of Amazon Conversions API (Actions)

The destination provides:

Simplified setup – Data mapping occurs during configuration, so most settings are unnecessary
Clearer data mapping – Define how Segment maps data from your source to the Amazon Conversions API
Prebuilt event mappings – Standard events such as Add to Shopping Cart and Checkout include recommended parameters
Multiple event types – Supports purchases, sign-ups, leads, and other conversion events
Multi-platform support – Send events from websites, Android apps, iOS apps, Fire TV, or offline sources
Comprehensive user matching – Match users by email, phone, name, address, or mobile advertising IDs
Data normalization – Segment normalizes and hashes data before sending it to Amazon
Custom attributes – Add event-specific attributes for additional context
Consent management – Built-in support for Amazon consent options, TCF, and GPP

Getting started

Before you connect to the Amazon Conversions API destination, you need an Amazon Advertising account and an Advertiser ID.

To connect the destination:

In the Segment web app, go to Connections > Catalog.
Search for Amazon Conversions API and select the destination.
Click Add destination.
Select the source that will send data to the destination and follow the prompts to name it.
On the Basic Settings page, enter:
- A destination name
- Region – Choose North America (NA), Europe (EU), or Far East (FE) based on your Amazon Advertising account
- Amazon Advertiser ID – Your Amazon Advertising Account ID
Authenticate with OAuth when prompted.
Open the Mappings tab. Prebuilt mappings such as Checkout, Search, and Add to Shopping Cart already include predefined parameters.
To create a new mapping:
- Click New Mapping and select Track Conversion.
- Configure and enable the mapping.
Follow the steps in Customizing mappings.
Turn on Enable Destination, then click Save Changes.

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Event Action Source

Segment sends all mappings as website conversions by default. To send events from mobile apps, Fire TV, or offline sources, set Event Action Source in each mapping to android, ios, fire_tv, or offline.

Supported event types

Amazon Conversions API supports these standard event types:

Event type	Description
ADD_TO_SHOPPING_CART	A user adds an item to the shopping cart
APPLICATION	A user submits an application
CHECKOUT	A user starts the checkout process
CONTACT	A user submits contact information
LEAD	A user performs an action that initiates a sales lead
OFF_AMAZON_PURCHASES	A user completes a purchase
MOBILE_APP_FIRST_START	A user opens a mobile app for the first time
PAGE_VIEW	A user views a page
SEARCH	A user performs a search
SIGN_UP	A user creates an account
SUBSCRIBE	A user subscribes to a service
OTHER	A custom event that does not fit a standard type

Match keys for user identification

Amazon requires at least one match key to identify the user associated with each conversion event.

Match key	Description
email	User email address (hashed)
phone	User phone number (hashed)
firstName	User first name (hashed)
lastName	User last name (hashed)
address	Street address (hashed)
city	City (hashed)
state	State or region (hashed)
postalCode	Postal code (hashed)
maid	Mobile advertising ID (ADID, IDFA, or FIREADID)
rampId	RAMP ID for attribution to traffic events
matchId	An anonymous identifier from the advertiser’s system (for example, loyalty ID or order reference) that enables cross-channel attribution without sharing PII

Segment maps these fields automatically when the corresponding identity traits are available.

Consent field	Description	Values
amznAdStorage	Indicates consent for cookie-based tracking	GRANTED, DENIED
amznUserData	Indicates consent to use personal data for advertising	GRANTED, DENIED

For more comprehensive consent management:

Consent field	Description
tcf	Transparency and Consent Framework (TCF) encoded string
gpp	Global Privacy Platform (GPP) encoded string

Data processing options

The Amazon Conversions API supports data processing options to control how events are processed:

Option	Description
LIMITED_DATA_USE	The event is processed with limited-data-use restrictions and is not used for advertising purposes

Custom attributes

You can add custom attributes to provide additional context:

Name – Only letters, numbers, and underscores
Data type – STRING, NUMBER, or BOOLEAN
Value – The attribute value up to 256 characters.

FAQs

How does deduplication work?

Amazon Conversions API uses clientDedupeId to prevent duplicate events. Segment maps messageId to this field by default. If multiple events share the same clientDedupeId, Amazon processes only the most recent event.

What regions are supported?

Amazon Conversions API supports three regions:

North America (NA)
Europe (EU)
Far East (FE)

Choose the region that matches your Amazon Advertising account.

What are the requirements for OFF_AMAZON_PURCHASES events?

These optional fields are available:

currencyCode – Currency in ISO-4217 format (for example, USD, EUR)
unitsSold – Number of items purchased (defaults to 1 if omitted)

How are PII fields handled?

Segment hashes personally identifiable fields such as email, phone, name, and address before sending them to Amazon.

How can I verify events in Amazon?

After events are sent, they appear in the Amazon Advertising dashboard under Conversion Tracking reports. Processing and attribution can take some time.

Which advertising accounts can access Amazon Conversions API through Segment?

Account type	Supported	Notes
Self-Service (SS)	Yes	—
Managed Service (MS)	No	—
Manager Accounts (MA)	Not currently	Twilio is monitoring demand and may add this feature in a future release

I am an advertiser on Amazon Demand-Side Platform. My agency cannot provide full entity access. How do I access a specific advertiser account?

Ask your agency to grant View and Edit permissions for the Events Manager on the advertiser account. See the Amazon help article.
Use the Amazon Conversions API (CAPI) to send data to that advertiser account.

What is a dataset, and how does Amazon use the dataset name?

Amazon Ads organizes uploaded data into datasets, which act like tables with attributes (columns), records (rows), and metadata such as the dataset name. See Datasets and data upload methods for more details.

Guidelines for datasets:

Dataset names are immutable. You can (optionally) specify a dataset name when you connect the destination or create a new mapping. After that, we recommened that you do not change the dataset name for that connection.
Changing a dataset name creates a new conversion definition; previously sent events are not associated with the new definition.
If you already integrated with Amazon Ads through CAPI, a default dataset name exists.
When you connect Segment to Amazon for the first time, we recommend that you specify a dataset name to keep conversion definitions organized.
If you omit a dataset name, Amazon assigns events to the Default_Events dataset.

Amazon Conversions API (Actions) Destination