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The Amazon Conversions API (CAPI) integration leverages the Amazon Events API to send conversion events directly to Amazon DSP for attribution and campaign optimization. Each event batch received by mParticle is processed and forwarded to Amazon as a single Amazon CAPI request containing all events from the batch.
To set up the Amazon CAPI event integration, you need:
| Setting Name | Required | Description |
|---|---|---|
| Configuration Name | Yes | A descriptive name for the output configuration, shown in the mParticle UI. |
| Login with Amazon | Yes | Authorizes mParticle to forward events to Amazon Ads on your behalf using the advertising::campaign_management scope. The resulting refresh token is stored encrypted. |
| Advertiser ID | Yes | Your Amazon DSP advertiser account ID. |
| Data Set Name | Optional | Optional dataset name used to organize events in Amazon Advertising. |
| Partner Name | Optional | Optional partner name used to identify the source of post-attributed events in Amazon DSP. |
A connection links one platform input (such as your iOS app, Android app, or web property) to the Amazon CAPI output configuration. Each connection is independent and can be configured per input.
Repeat for each platform input you want to forward to Amazon CAPI. There are no additional connection-level settings for this integration.
The field names below refer to mParticle’s canonical event schema. Whether events arrive via an SDK (Web, iOS, Android, etc.), the Events API (server-to-server), or a feed, mParticle normalizes them into this same schema before forwarding to Amazon. You can verify the canonical structure in mParticle’s Live Stream view.
Amazon CAPI accepts Commerce Events. mParticle forwards a commerce event when it includes a product_action (e.g. purchase, add-to-cart, or checkout). The product_action.action field is mapped to Amazon’s conversionType:
mParticle product_action.action |
Amazon conversionType |
Notes |
|---|---|---|
purchase |
OFF_AMAZON_PURCHASES |
|
add_to_cart |
ADD_TO_SHOPPING_CART |
|
checkout |
CHECKOUT |
|
view_detail |
PAGE_VIEW |
|
remove_from_cart, checkout_option, click, refund, add_to_wishlist, remove_from_wish_list |
OTHER |
Recognized actions without a dedicated Amazon conversion type |
| Any unrecognized action | OTHER |
Catch-all default |
mParticle maps the device runtime to Amazon’s eventSource:
| mParticle runtime | Amazon eventSource |
|---|---|
iOS, tvOS |
IOS |
Android |
ANDROID |
Fire TV |
FIRE_TV |
Mobile Web |
WEBSITE |
Roku, Alexa, Smart TV, Xbox, Unknown, or any unmapped runtime |
OFFLINE |
mParticle’s user identity fields are mapped to Amazon’s matchKeys. Email and phone identities are hashed (SHA-256) before forwarding. Device identifiers (IDFA, GAID) are forwarded raw, as required by Amazon.
| mParticle field | Amazon matchKey type |
Encoding sent to Amazon |
|---|---|---|
user_identities.email |
EMAIL |
SHA-256 (mP hashes plain-text input) |
user_identities.mobile_number |
PHONE |
SHA-256 |
user_identities.phone_number_2 |
PHONE |
SHA-256 |
user_identities.phone_number_3 |
PHONE |
SHA-256 |
device_info.ios_advertising_id |
MAID |
Raw (lowercased) |
device_info.android_advertising_id |
MAID |
Raw (lowercased) |
Amazon allows one value per matchKey type. If multiple phone or MAID fields are present on an event, the first one encountered in the payload is used. The event is dropped if none of the fields above are present.
| mParticle field | Amazon CAPI field | Required? | Notes |
|---|---|---|---|
product_action.action |
eventDescription.conversionType |
Yes | See conversion type mapping above |
device_info runtime |
eventDescription.eventSource |
Yes | See runtime mapping above; defaults to OFFLINE |
| Country code (resolution chain) | countryCode |
Yes | Resolved in order: custom_attributes.country_code → device_info.device_country → device_info.locale_country → user_attributes.$Country. Event is dropped if none resolve. |
| User and device identities | matchKeys[] |
Yes | See identity mapping above. Event is dropped if no valid matchKey resolves. |
event_name |
eventDescription.name |
No | Falls back to title-cased product_action.action |
timestamp_unixtime_ms |
eventTime |
No | ISO-8601 UTC; defaults to current time if absent |
event_id |
eventId |
No | Truncated to 256 characters |
product_action.total_amount |
value |
No | Rounded to 2 decimal places |
currency_code |
currencyCode |
Conditional | Only forwarded when conversionType is OFF_AMAZON_PURCHASES |
product_action.products[].quantity (summed) |
unitsSold |
Conditional | Only forwarded for purchases |
custom_attributes.* (excluding reserved keys) |
customData[] |
No | All values forwarded as STRING. Reserved keys excluded: country_code, data_processing_options, conversion_definition_id. |
custom_attributes.data_processing_options |
dataProcessingOptions.options |
No | Only forwarded when value is exactly LIMITED_DATA_USE |
| (fixed value) | eventDescription.eventIngestionMethod |
Always set | Always SERVER_TO_SERVER |
dataSetName (output configuration setting) |
eventDescription.dataSetName |
No | Omitted if blank |
partner (output configuration setting) |
partner |
No | Omitted if blank |
Events may be dropped at two points along the forwarding path. Some drops are surfaced in the mParticle UI; others are silent.
Visible in Event Forwarding monitoring, the trace UI, and Connection dashboards:
| Drop reason | Message in the mParticle UI |
|---|---|
| Event is older than 24 hours | Event is older than permitted by forwarder. |
| Missing required identity | One or more required identities are not present. |
| Missing device information | Required device information is not present. |
| Missing application information | Required application information is not present. |
Filtered before being sent to Amazon; visible only in internal logs:
| Drop reason |
|---|
| No Amazon-matchable identity (email, phone, IDFA, or GAID) |
| No resolvable country code (see countryCode resolution above) |
Non-commerce event (no product_action) |
Missing product_action.action value |
If a conversion expected in Amazon DSP never appears and the mParticle trace UI shows successful forwarding, one of the silent drops above is the likely cause. Contact mParticle support to investigate.