Retail Media Planning
Part of Measuring commerce advertising
Checking UK provider attribution windows at the reporting handoff
Check the actual UK provider report, metric and attribution rule, then approve, request a new extract or hold the comparison.
A report is ready for a client comparison only when the buyer can identify the provider's actual metric and rule set. A planned 30-day window in a brief does not turn a delivered 14-day figure into a 30-day result. At handover, approve the figure with its definition, request another available extract, or hold the comparison.
Ask for the report, not just a window number
Obtain the report name and metric label, campaign and purchase dates, export date, qualifying click or view, lookback, credit rule, product set and sales basis. Ask whether the provider can supply the requested setting for this campaign and whether a new extract would retain the same population and product definition. If a field is absent, mark it unknown rather than substituting the media plan's assumption.
Amazon Attribution reports on eligible non-Amazon activity directing shoppers to Amazon. Amazon Ads also documents an “all views” metric for eligible Amazon Store ad campaigns that includes ad views within 14 days.
Amazon Ads' 2026 view-attribution update changed the standard view-based method for certain Store campaigns while leaving click-based attribution unchanged. These are different products and eligible campaigns; equal-looking day counts would not make their sales totals interchangeable.
Work through the handover
Suppose a UK brand's brief asks for attributed sales from an off-site placement and the file delivered is labelled “Amazon Attribution — product sales”. The account team first checks that the campaign used Amazon Attribution tags and that the selected products, campaign dates and extract cut-off match the requested figure.
If the deck instead expects a view-based Store ad result, hold that row: renaming the metric or extending 14 days in a spreadsheet cannot produce the missing report. Request the appropriate provider extract if it is available for that eligible campaign.
Record the outcome beside each figure:
| Handover decision | What to put in the reporting pack |
|---|---|
| Approve | Named report, metric, actual interaction/window, product and sales basis, and extract date |
| Request | Exact alternative metric or setting needed, provider confirmation of availability, and new extract version |
| Hold | Missing definition or incompatible product/campaign scope, with the owner and answer required |
Keep the benchmark in the brief; label the provider's delivered settings in the result. Never scale a 14-day total to 30 days by multiplying it by 30/14. The handover approves a well-defined attributed figure, not a claim that advertising caused those sales.
