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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.

\n

\n \n \n \n \n \n \n \n Prerequisites

\n

To set up the Amazon CAPI event integration, you need:

\n\n

\n \n \n \n \n \n \n \n Configuration settings

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Setting NameRequiredDescription
Configuration NameYesA descriptive name for the output configuration, shown in the mParticle UI.
Login with AmazonYesAuthorizes mParticle to forward events to Amazon Ads on your behalf using the advertising::campaign_management scope. The resulting refresh token is stored encrypted.
Advertiser IDYesYour Amazon DSP advertiser account ID.
Data Set NameOptionalOptional dataset name used to organize events in Amazon Advertising.
Partner NameOptionalOptional partner name used to identify the source of post-attributed events in Amazon DSP.
\n

\n \n \n \n \n \n \n \n Setup

\n

\n \n \n \n \n \n \n \n 1. Create an Amazon CAPI output configuration

\n
    \n
  1. In mParticle, navigate to Data Platform > Setup > Outputs.
    2. \n
  2. On the Event tab, click Add Output and select Amazon CAPI.
    3. \n
  3. Enter a descriptive Configuration Name.
    4. \n
  4. Under Account Credentials, click the Login with Amazon button and complete the authorization flow. Sign in using the Amazon DSP user described in Prerequisites.
    5. \n
  5. Enter your Advertiser ID: your Amazon DSP advertiser account ID.
    6. \n
  6. (Optional) Enter a Data Set Name to group events under a named dataset in Amazon Advertising.
    7. \n
  7. (Optional) Enter a Partner Name. This identifies the source of post-attributed events in Amazon DSP.
    8. \n
  8. Click Save.
    9. \n
\n

\n \n \n \n \n \n \n \n 2. Connect a data input to Amazon CAPI

\n

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.

\n
    \n
  1. In mParticle, navigate to Connections.
    2. \n
  2. Select the input you want to connect.
    3. \n
  3. Click Connect Output and select Amazon CAPI in the output list.
    4. \n
  4. Toggle the Connect Status to “Active” and click Add Connection.
    5. \n
\n

Repeat for each platform input you want to forward to Amazon CAPI. There are no additional connection-level settings for this integration.

\n

\n \n \n \n \n \n \n \n Field mappings

\n

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.

\n

\n \n \n \n \n \n \n \n Conversion types

\n

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:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
mParticle product_action.actionAmazon conversionTypeNotes
purchaseOFF_AMAZON_PURCHASES
add_to_cartADD_TO_SHOPPING_CART
checkoutCHECKOUT
view_detailPAGE_VIEW
remove_from_cart, checkout_option, click, refund, add_to_wishlist, remove_from_wish_listOTHERRecognized actions without a dedicated Amazon conversion type
Any unrecognized actionOTHERCatch-all default
\n

\n \n \n \n \n \n \n \n Runtime environments

\n

mParticle maps the device runtime to Amazon’s eventSource:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
mParticle runtimeAmazon eventSource
iOS, tvOSIOS
AndroidANDROID
Fire TVFIRE_TV
Mobile WebWEBSITE
Roku, Alexa, Smart TV, Xbox, Unknown, or any unmapped runtimeOFFLINE
\n

\n \n \n \n \n \n \n \n Identities

\n

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.

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
mParticle fieldAmazon matchKey typeEncoding sent to Amazon
user_identities.emailEMAILSHA-256 (mP hashes plain-text input)
user_identities.mobile_numberPHONESHA-256
user_identities.phone_number_2PHONESHA-256
user_identities.phone_number_3PHONESHA-256
device_info.ios_advertising_idMAIDRaw (lowercased)
device_info.android_advertising_idMAIDRaw (lowercased)
\n

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.

\n

\n \n \n \n \n \n \n \n Event fields

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
mParticle fieldAmazon CAPI fieldRequired?Notes
product_action.actioneventDescription.conversionTypeYesSee conversion type mapping above
device_info runtimeeventDescription.eventSourceYesSee runtime mapping above; defaults to OFFLINE
Country code (resolution chain)countryCodeYesResolved 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 identitiesmatchKeys[]YesSee identity mapping above. Event is dropped if no valid matchKey resolves.
event_nameeventDescription.nameNoFalls back to title-cased product_action.action
timestamp_unixtime_mseventTimeNoISO-8601 UTC; defaults to current time if absent
event_ideventIdNoTruncated to 256 characters
product_action.total_amountvalueNoRounded to 2 decimal places
currency_codecurrencyCodeConditionalOnly forwarded when conversionType is OFF_AMAZON_PURCHASES
product_action.products[].quantity (summed)unitsSoldConditionalOnly forwarded for purchases
custom_attributes.* (excluding reserved keys)customData[]NoAll values forwarded as STRING. Reserved keys excluded: country_code, data_processing_options, conversion_definition_id.
custom_attributes.data_processing_optionsdataProcessingOptions.optionsNoOnly forwarded when value is exactly LIMITED_DATA_USE
(fixed value)eventDescription.eventIngestionMethodAlways setAlways SERVER_TO_SERVER
dataSetName (output configuration setting)eventDescription.dataSetNameNoOmitted if blank
partner (output configuration setting)partnerNoOmitted if blank
\n

\n \n \n \n \n \n \n \n Troubleshooting dropped events

\n

Events may be dropped at two points along the forwarding path. Some drops are surfaced in the mParticle UI; others are silent.

\n

\n \n \n \n \n \n \n \n Surfaced in the mParticle UI

\n

Visible in Event Forwarding monitoring, the trace UI, and Connection dashboards:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Drop reasonMessage in the mParticle UI
Event is older than 24 hoursEvent is older than permitted by forwarder.
Missing required identityOne or more required identities are not present.
Missing device informationRequired device information is not present.
Missing application informationRequired application information is not present.
\n

\n \n \n \n \n \n \n \n Not surfaced in the mParticle UI

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Filtered before being sent to Amazon; visible only in internal logs:

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
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
\n

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.

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