Uliana Lesiv
AuthorThe Amazon Conversions API allows advertisers to track data more accurately, ensuring it isn't affected by ad blockers and browser restrictions. In this article, we list the benefits of Amazon Conversions API implementation, compare it with the client-side solution - Amazon Ad Tag, and show how to configure Amazon Conversions API using a GTM tag developed by the Stape team.
The Amazon Conversions API (CAPI) allows you to send conversion events directly from your server to Amazon's servers. Amazon CAPI supports the same events and event parameters as Amazon Ad Tag (client-side solution for data tracking).
It can be conveniently implemented through partner integrations, such as using server Google Tag Manager, for example, by using a Stape's tag. The Amazon Ads tag developed by Stape supports a variety of event types, advanced user identity enrichment, regional consent frameworks, and provides detailed logging to both the Console and BigQuery. In this article below, we show how you can configure the tag.
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Conversions API implementation has the following benefits:
The Amazon Conversions API and the Amazon Ad Tag are both solutions used for tracking conversion events that happen outside of the Amazon platform (e.g., on the advertiser's website or app).
The key differences lie in their implementation method, reliability, and the degree of control advertisers have over collected data:
| Amazon Conversions API | Amazon Ad Tag | |
| Tracking method | Server-side (can be configured using GTM tag) | Client-side (a JavaScript code snippet added to the website) |
| Data flow | Data is sent directly from the advertiser's server to Amazon's server. | Data is collected and sent from the user's browser to Amazon. |
| Data accuracy | More reliable solution. Less prone to data loss due to ad blockers, browser, and cookie restrictions. | Less reliable than the API. Some data can be blocked and lost by ad blockers or impacted by browser and cookie limitations. |
| Implementation | More complex. It requires configuring server-side tracking and the Amazon Conversions API tag. | Easier to implement. You need to add a JavaScript code snippet to the website. |
| Data control | Provides more control over shared data, which is especially useful while complying with data regulations. | Offers less control as it operates within the user's browser environment. |
To configure the Amazon Conversions API, you will need the following:
1. Add the Amazon CAPI tag to your workspace. To do it, go to your server GTM container → Templates section → Search Gallery → type "Amazon CAPI" → click "Add to workspace".
2. Create a new tag. Go to the Tags section → click "New" → as tag type select "Amazon CAPI".
3. Configure the tag.
3.1 Select Event Name Setup Method:
3.2 Add Tag ID - to find the value, go to Campaign Manager → select the Advertiser → click on the section Events Manager → copy Tag ID.
3.3 Specify Region - geographic region of your Amazon Advertising account (EU or North & South America, Japan, Australia).
3.4 Override cookie settings - this option lets you choose the domain where the cookie should be written to, and also if the cookie should be set with the HTTP Only flag that prevents it from being accessed via JavaScript in the browser.
3.5 Do not set the Measurement Token cookie (amznAref) - select true or false. If a Measurement Token cookie already exists, it will be included in the request but will not be stored again as a cookie. This applies only to North America, South America, Japan, and Australia. In Europe, the Measurement Token is never transmitted.
3.6 Use Optimistic Scenario - if true, the tag will invoke gtmOnSuccess() immediately, without waiting for a response from the API. This improves sGTM’s response time; however, the tag will always report a successful firing status, even if it fails.
3.7 (Optional) User Data Attributes section.
A persistent Match ID is assigned during the user’s first interaction. This ID is linked to the user in Amazon’s systems (using hashed PII or third-party cookies when available). When a conversion occurs (e.g., a purchase), the same Match ID is included with the event. Amazon connects the conversion back to the initial interaction, enabling full-funnel attribution.
The option is recommended for organizations with strict privacy, those that have multi-step customer journeys, and/or advertisers measuring offline or login-wall conversions.
The field should receive a variable that contains a User ID.
3.8 (Optional) TCFv2 Information section.
TCF v2, or the Transparency and Consent Framework v2.0, is a set of policies and technical specifications created by IAB Europe to help digital businesses comply with European data protection regulations like the General Data Protection Regulation (GDPR) and the ePrivacy Directive.
If you target EU countries, you should enable "Include TCFv2 Information".
3.9 (Optional) Event Attributes and Event Custom Attributes sections.
You can add extra attributes to all events or add them specifically to “Off-Amazon Purchases” events. Also, you can set the attributes that will be sent along with events. The attributes are used to include sufficiently detailed information that can be used for monitoring and analysis.
Here is an example of Amazon CAPI tag configuration:
4. Add a trigger for the tag.
5. Test the setup using Preview mode in both web and server GTM containers. Refer to our guide on debugging and monitoring server-side configuration.
The Amazon Conversions API (CAPI) provides advertisers with a server-side solution for tracking conversion events. It offers more accuracy and control over the data collection process compared to the Amazon Ad Tag (client-side method to track data).
Implementing CAPI through server-side Google Tag Manager makes it possible to capture visitors’ interactions on the website, enrich user data, and comply with regional privacy regulations.
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