Problem summary
Recent data in Funnel can differ from data in the Amazon Ads console. The difference can change as Amazon validates and updates the data.
Error message or symptoms
Metrics in Funnel differ from the Amazon Ads console by up to 5%, or recent metrics change after Funnel first downloads them.
When does this occur
Amazon is still processing recent impression or click data.
Amazon changes impression or click data during traffic validation.
Amazon restates conversion data after the conversion event.
Root cause
The Amazon Ads API documentation explains that the API and console use different traffic validation and data refresh processes. The API provides initial impression and click data within 12 hours. Amazon can change this data for up to three days during its traffic validation process.
The API provides initial conversion data within 24 hours. Amazon restates conversion data 1, 7 and 28 days after the conversion event. Because Amazon reports conversions on the date of the ad interaction, a restatement can update earlier report dates.
Solution
Wait at least 12 hours before you compare impression and click data.
Allow up to three days for Amazon to validate impression and click data.
Wait at least 24 hours before you compare conversion data.
Compare conversion data again after Amazon completes its restatements.
For example, with a 14-day attribution window, Amazon can update a report date for up to 42 days: the 14-day attribution window plus the 28-day restatement period.