Amazon Advertising Tag Setup Guide | Client-Side Tags

Amazon Advertising System is an online advertising service which runs ads on the Amazon network. It is used to drive traffic and boost sales.

Tag tips

Use mappings to override or dynamically set the tag configurations.
To make Amazon Ads Event IDs available as server-side attributes for deduplication, set Generate Event ID to true and use the latest version of the Tealium Collect tag.
The event ID attribute names will be in the format amazon_event_id_<EventName>_<TagUID> (for example amazon_event_id_PageView_512.).

Tag configuration

Navigate to the Tag Marketplace to add a new tag. For more information, see About tags.

When adding the tag, configure the following settings:

Region: Enter your Amazon Advertising account region (NA, EU, FE)
Tag IDs: Support multiple values with CSV format
Automatic Pageview Tracking: When Automatic Pageview Tracking is set to true, if event equals view, Amazon event is set to to Pageview.
Automatic Purchase Tracking: When Automatic Purchase Tracking is set to true, if order_id is defined, Amazon event is set to to Purchase.
Generate Event ID: Automatically generate an event ID for every Amazon Ads tracking event. The event ID attribute names will be in the format amazon_event_id_<EventName>_<TagUID> (for example: amazon_event_id_PageView_512).

Load rules

Load the tag on all pages or set conditions for when your tag will load. For more information, see About load rules.

Event Mapping

Amazon Advertising events are configured through data mappings by selecting a variable that maps to an event and entering a trigger. The trigger initiates the event when the variable is equal to a specific value, as demonstrated in the following use case.

Use Case: Add to Cart Event

To set up an add to cart event:

Select tealium_event from the variable drop-down list and click Select a Destination.
In the Category section, select Events.
Set the When mapped variable equals field to cart_add, which is the value tealium_event must equal to trigger an add to cart.
In the Trigger event drop-down list, select AddToCart, which is the event that is triggered when tealium_event equals cart_add.

If additional data needs to be sent with the add to cart event, use Custom Parameters to map additional event data.

The following example passes the product id as productid with the add to cart event:

Select product_id from the variable drop-down list and click Select a Destination.
In the Category section, select Event-specific Parameters.
Set the Destination field to the name productid for the Custom Parameter.
In the For event drop-down list, select the event AddToCart which the Custom Parameter collects with.

Test the mappings by using the Developer Tools offered by your browser.

Use the Network Panel and filter for Amazon to display all the network requests containing amazon as a keyword.
Confirm the AddToCart event was successful by looking at the name of the request.
Open the request and select the Payload to view the Query String Parameters and see the values of the the data mappings that were configured: AddToCart and productid.

Data mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For more information, see About data mappings.

The available categories are:

Tag Configuration

Variable	Type	Description
Region `region`	String	Amazon Advertising account region
Tag IDs `ids`	String	Amazon Advertising account IDs (comma-delimited string for multiple)
Automatic Pageview Tracking `auto_page_tracking`	Boolean	Toggle to enable or disable automatic PageView tracking. Toggles whether or not to automatically trigger a PageView event with a page load. Overrides tag config selection.
Automatic Purchase Tracking `auto_purchase_tracking`	Boolean	Toggle to enable or disable automatic Purchase tracking. Toggles whether or not to automatically trigger a Purchase event when `order_id` is present. Overrides tag config selection.
Generate Event ID `generate_event_id`	Boolean	Automatically generate an event ID for every Amazon Ads tracking event. The event ID attribute names will be in the format `amazon_event_id_<Event Name>_<Tag UID>` (for example: `amazon_event_id_PageView_512`).
Event ID `event_id`	String	The generated event ID.

E-Commerce

Variable	Type	Description
Order ID `order_id` (Overrides `_corder`)	String	Unique identifier assigned to the final order. Overrides `_corder`.

Enhanced Conversions

Variable	Type	Description
Hashed Email `email`	String	A SHA256-hashed version of the user’s email address.
GDPR Enabled `gdpr.enabled`	Boolean	Whether GDPR restrictions are active on the account. `1` - GDPR restrictions are enabled. `0` - GDPR restrictions are not enabled.
GDPR Consent `gdpr.consent`	String	A valid IAB version 1 or 2 consent string.

Events

To map events, refer to Create an Event Mapping.

Variable	Description
AddToCart	`AddToCart`
Application	`Application`
Checkout	`Checkout`
Contact	`Contact`
Lead	`Lead`
Purchase	`Purchase`
PageView	`PageView`
Search	`Search`
SignUp	`SignUp`
Subscription	`Subscription`
Custom	`Custom`

Event-specific Parameters

To map events, refer to Create an Event Mapping.

In order to map a parameter for a specific event only, enter the name of the parameter you want to set and then select the name of the event for which you want to set that parameter.

If you want to specify a custom event for the event-specific mapping to occur, select the Custom option from the Events drop-down list and enter the name of the custom event in the field that appears.