When you run Amazon ads, sales aren't always instant. Customers often click an ad but buy days later. Amazon's attribution windows track these later purchases and credit them back to the original ad click.
Important: Amazon always credits the sale to the day of the ad click, not the day of purchase.
Attribution windows
Ad Sales (same day): purchases made within 24 hours of clicking your ad. These are customers who were already close to buying and needed little convincing.
Ad Sales 7 Days: purchases made within 7 days. This catches shoppers who compared options or read reviews before coming back to buy.
Ad Sales (14 Days): purchases made within 14 days. Useful for higher priced products, or products that need more research, where people take longer to decide.
Ad Sales Same SKU: purchases of the exact product you advertised, within 14 days. Other items a shopper bought from your store through the same click are left out, so it's a more precise measure of how well that product drove the sale.
In the Comparison report, Ad Sales (same day), Ad Sales 7 Days and Ad Sales (14 Days) show as Ad Sales 1 Day, Ad Sales 7 Days and Ad Sales. Ad Sales Same SKU isn't in the Comparison report.
Ad Sales Same SKU vs. total ad sales
By default, Amazon may credit a sale to your ad even if the customer bought a different product from your brand. Ad Sales Same SKU filters this out. It only counts purchases of the exact item you advertised.
Example: a shopper clicks your black water bottle ad but buys the blue version. It shows in total ad sales, but not in Ad Sales Same SKU.
Quick reference
Metric | What it measures |
Ad Sales (same day) | Immediate purchases |
Ad Sales 7 Days | Typical buying behavior |
Ad Sales (14 Days) | Longer buying journeys |
Ad Sales Same SKU | Sales of the advertised product only |
Looking at these together gives you a clearer picture of how and when your ads drive purchases.
Frequently asked questions
Why did my ad sales for an earlier day go up?
Amazon credits a sale to the day of the ad click, not the day of purchase. A purchase made days later is added back to the click day.
What's the difference between Ad Sales (14 Days) and Ad Sales Same SKU?
Ad Sales (14 Days) can include other products a shopper bought after clicking your ad. Ad Sales Same SKU only counts the exact product you advertised.
Why are the names different in the Comparison report?
In the Comparison report, Ad Sales (same day), Ad Sales 7 Days and Ad Sales (14 Days) show as Ad Sales 1 Day, Ad Sales 7 Days and Ad Sales. Ad Sales Same SKU isn't in the Comparison report.