You may be seeing discrepancies between your Advertising Center and Seller Central because of how the Advertising Center gathers information through three “attribution windows”: 1 day, 1 week, and 1 month. The idea behind this is if a user comes across your ad, but doesn’t purchase it that day and rather waits until 2 weeks later, this means the sale would not be attributed to 1 day or 1 week. However, it would be attributed to the 30 day range.

For example: If a user clicks on one of your ads on May 1st but they buy it within 24 hours, it counts in all three attribution windows (which is a day, a month, and a year). If they buy it on May 3rd (two days later), it only counts in the 1-Week and 1-Month attribution windows (since they didn’t buy it within the 1-day window). If they buy something on day 8 or later, it only counts in the 30-day attribution window. We decided to use this metric to try to be as generous as possible to the advertising campaigns. The overstatement of orders that you are seeing is due to orders that were attributed to clicks.


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