Amazon Advertising Tag Setup Guide

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

Tag tips

We recommend a hybrid setup using both a tag and a connector. This configuration ensures maximum data resilience, improves event matching with server-side signals, and maintains data flow continuity while retaining real-time client-side signals. For more information, see Amazon Ads Conversions Connector.
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 are in the format amazon_event_id_<EventName>_<TagUID> (for example amazon_event_id_PageView_512).

Tag configuration

Go 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, for example: NA, EU, FE.
Tag IDs:
Enter your Amazon Advertising tag IDs as a comma-separated list.
Automatic Pageview Tracking:
When Automatic Pageview Tracking is set to true and the event equals view, the Amazon event is set to Pageview.
Automatic Purchase Tracking:
When Automatic Purchase Tracking is set to true and order_id is defined, the Amazon event is set to to Purchase.
Generate Event ID:
When Generate Event ID is set to true, an event ID is automatically generated for every Amazon Ads tracking event in the following 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 loads. 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. A cart add is triggered when tealium_event equals cart_add.
In the Trigger event drop-down list, select AddToCart, which is the event 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 data mappings that were configured: AddToCart and productid.

Data mappings

Data mappings send values from data layer variables to the corresponding variables in the vendor tag. For more information, see About data mappings.

The available categories are:

Tag configuration

Variable	Type	Description
`region`	String	Amazon Advertising account region.
`ids`	String	Amazon Advertising account IDs. For multiple account IDs, enter a comma-delimited string.
`auto_page_tracking`	Boolean	Toggle to enable or disable automatic PageView tracking. Toggles whether to automatically trigger a PageView event with a page load. Overrides tag configuration selection.
`auto_purchase_tracking`	Boolean	Toggle to enable or disable automatic Purchase tracking. Toggles whether to automatically trigger a Purchase event when `order_id` is present. Overrides tag configuration selection.
`generate_event_id`	Boolean	Automatically generate an event ID for every Amazon Ads tracking event. The event ID attribute names are in the format `amazon_event_id_<Event Name>_<Tag UID>`. For example: `amazon_event_id_PageView_512`.
`event_id`	String	The generated event ID.
`match_id`	String	A privacy-safe, advertiser-defined identifier for cross-channel conversion measurement. Use a stable, unique identifier, such as a loyalty ID, CRM ID, or internal user ID. Do not use personally identifiable information (PII), such as names, email addresses, or phone numbers. The tag passes the value without modification. If you hash `match_id`, use the same hashing method for the Amazon Advertising tag and the Amazon Ads Conversions connector.

E-Commerce

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

Enhanced Conversions

Variable	Type	Description
`email_raw`	String	Provide a plain text email address and the tag whitespace trims and lowercases this value.
`phonenumber`	String	Provide a plain text phone number and the tag whitespace trims and removes symbols from this value.
`email`	String	A SHA256-hashed version of the user’s email address.
`gdpr.enabled`	Boolean	Whether GDPR restrictions are active on the account. `1` - GDPR restrictions are enabled. `0` - GDPR restrictions are not enabled.
`gdpr.consent`	String	A valid IAB version 1 or 2 consent string.

Events

For more information about mapping events, see 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

For more information about mapping events, see Create an Event Mapping.

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 to set to that parameter.

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.