Amazon Ads Conversions Connector Setup Guide | Server-Side Connectors

API Information

This connector uses the following vendor API:

API Name: Amazon Ads API
API Version: v1.0
API Endpoint: https://advertising-api.amazon.com
Documentation: Amazon API
Tag Documentation: Amazon Advertising Tag

Connector Actions

Action Name	AudienceStream	EventStream
Send Conversion	✓	✓

Connector 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.

Configure Settings

Go to the Connector Marketplace and add a new connector. For general instructions on how to add a connector, see About Connectors.

After adding the connector, configure the following settings:

API Base URL:
Required. Select your API Base URL.
Amazon Advertiser ID:
Required. Enter your Amazon Advertising account ID.

Deduplication for web events

To configure this connector to deduplicate events from the Amazon Ads Server tag, use the event IDs sent as event attributes with the following naming convention:

amazon_event_id_{EVENT_NAME}_{TAG_UID}

You can find your tag’s UID in the Tealium iQ Tags table or the tag details screen:

For example, a checkout event from a tag with UID of 170 would send the following attribute value:

{
  "amazon_event_id_checkout_32": "028b2ade7478..."
}

A page view event from the same tag would send the following attribute and value:

{
  "amazon_event_id_pageView_170": "084b1cda7461..."
}

Use a separate action for each type of event. Map the event-specific event ID attribute to Event ID with the matching event name mapped to Event Name. For example:

Tealium attribute	Amazon Parameter
`amazon_event_id_checkout_170` (attribute)	Event ID
`"Checkout"` (custom text)	Event Name

Automatic deduplication

When the Automatic Deduplication value is populated, the connector looks for the corresponding event ID attribute. You are no longer required to add an Event ID if this section is populated and you are using Tealium iQ. However, the following approach may still be needed when using EventStream without Tealium iQ.

The connector follows this order of operations:

If Automatic Deduplication is populated, and the value is found in the data layer (for example: amazon_event_id_checkout_32), this value supersedes anything mapped in Event ID.
If Automatic Deduplication is populated, but the value isn’t found, the mapped Event ID is used, if it is populated.

Action settings — parameters and options

Enter a name for the action and select the action type from the drop-down menu.

The following section describes how to set up parameters and options for each action.

Action — Send Conversion

Batch Limits

This action uses batched requests to support high-volume data transfers to the vendor. For more information, see Batched Actions. Requests are queued until one of the following thresholds is met or the profile is published:

Max number of requests: 100
Max time since oldest request: 10 minutes
Max size of requests: 1 MB

Parameters

Parameter	Description
Advertising Profile	Select an advertising profile for this conversion.
Conversion Definition	Select a conversion definition or click Create Definition to create a new definition.

Conversion Data

Parameter	Description
Country Code	Required. The country where the user performing the event is located, in ISO 3166-1 alpha-2 format.
Conversion Time	The timestamp of the conversion in ISO format (`YYYY-MM-DDThh:mm:ssTZD`). If not mapped, the connector uses the event time.
Conversion Value	The value of the conversion.
Currency	The currency in ISO 4217 format. Only applicable for the `OFF_AMAZON_PURCHASES` conversion type.
Units Sold	The number of items purchased. Only applicable for the `OFF_AMAZON_PURCHASES` conversion type.
Dedupe ID	If you are tracking conversions in both the tag and the connector, specify a deduplication ID. The value should match for both events.

User Data

Parameter	Description
Email (already SHA256 hashed)	Provide an email address that has been already whitespace trimmed, lowercased, and SHA256 hashed.
Email (apply SHA256 hash)	When a plain text email address is provided, the connector whitespace trim, lowercase, and hashes this value using an SHA256 hash.
Phone (already SHA256 hashed)	Provide a phone number that has been already whitespace trimmed, lowercased, and SHA256 hashed.
Phone (apply SHA256 hash)	Provide a plain text phone number and the connector will whitespace trim, lowercase, and hash this value using SHA256 hash.
First Name (already SHA256 hashed)	Provide a first name that has been already whitespace trimmed, lowercased, and SHA256 hashed.
First Name (apply SHA256 hash)	Provide a plain text first name and the connector will whitespace trim, lowercase, and hash this value using SHA256 hash.
Last Name (already SHA256 hashed)	Provide a last name that has been already whitespace trimmed, lowercased, and SHA256 hashed.
Last Name (apply SHA256 hash)	Provide a plain text Last name and the connector will whitespace trim, lowercase, and hash this value using SHA256 hash.
Address (already SHA256 hashed)	Provide an address that has been already whitespace trimmed, lowercased, and SHA256 hashed.
Address (apply SHA256 hash)	Provide a plain text address and the connector will whitespace trim, lowercase, and hash this value using SHA256 hash.
City (already SHA256 hashed)	Provide a city that has been already whitespace trimmed, lowercased, and SHA256 hashed.
City (apply SHA256 hash)	Provide a plain text city and the connector will whitespace trim, lowercase, and hash this value using SHA256 hash.
State (already SHA256 hashed)	Provide a state that has been already whitespace trimmed, lowercased, and SHA256 hashed.
State (apply SHA256 hash)	Provide a plain text state and the connector will whitespace trim, lowercase, and hash this value using SHA256 hash.
Postal Code (already SHA256 hashed)	Provide a postal code that has been already whitespace trimmed, lowercased, and SHA256 hashed.
Postal Code (apply SHA256 hash)	Provide a plain text postal code and the connector will whitespace trim, lowercase, and hash this value using SHA256 hash.
MAID	Mobile Identifier. Valid values are `MAID`, `ADID`, `IDFA`, and `FIREADID`.

Automatic Deduplication

Parameter	Description
Automatic Deduplication	Enter the Tealium iQ Tag ID and Tealium automatically looks for this Event ID sent from Tealium iQ.
Tag Conversion Type	When enabling Automatic Deduplication, select one of the following conversion type that was sent with the tag data: ADD_TO_SHOPPING_CART APPLICATION CHECKOUT CONTACT LEAD OFF_AMAZON_PURCHASES PAGE_VIEW SEARCH SIGN_UP SUBSCRIBE OTHER

For more information about formatting and normalization requirements, see Format audience file for hashing.