Amazon Ads

Amazon Ads lets you see which of your Amazon Demand-side Platform (DSP) ads are driving inbound calls, texts, and form submissions to your business. Once connected, CallRail automatically sends details about these interactions to Amazon Ads, so you can see the real impact of your streaming ad campaigns without switching between two platforms or building your own reports by hand.

How it works

1. Amazon Ads serves your display, video, or streaming TV ad to a consumer.
2. Someone later calls one of your CallRail tracking numbers.
3. CallRail sends that call to Amazon Ads along with their phone number.
4. Amazon matches that phone number back to the customer or household that saw your ad, crediting the call to the ad as a conversion.
5. If you're using a website pool, CallRail also sends the caller's IP address as a secondary matching opportunity.

Before You Begin

• You'll need Admin or Manager access in CallRail. Other user roles won't see this integration.
• You'll need an active Amazon DSP advertiser account. The integration is keyed to your DSP Advertiser ID, so a DSP advertiser account is required to make this integration available to you. You will need to have either Admin access to this DSP account or, if not, then Edit access to "Events Manager."
• Accept the Amazon Ads data terms in your Amazon Ads account before you activate. Sign in to Amazon Ads, open Data Manager, and accept the data-use terms for your advertiser. 
  • This is required: until the terms are accepted, Amazon accepts incoming conversion events and returns a success response, but does not process them. This means nothing will appear in your reporting, and there will be no error message. CallRail checks your advertiser's acceptance status and will not start sending until the terms are accepted.
• You do not need to create a conversion dataset in Amazon Ads. CallRail creates the conversion dataset and its conversion definition for you when you activate the integration.
• If you want to use IP matching, you will need to have a website pool already created in CallRail. However, this step is optional, as we match by phone number by default.

Setup

Connect Amazon Ads to CallRail

1. In CallRail, go to Integrations.
2. Find Amazon Ads in the list of available integrations and select it.
3. Click Authorize to start connecting your account.
4. Log in to Amazon and approve CallRail's request to access your Amazon Ads account.
5. Back in CallRail, select your DSP Advertiser CFID from the dropdown list.
6. Choose your Dataset Name from the dropdown. This is the conversion dataset you created in your Amazon Ads account, and it's where your CallRail conversions will appear in Amazon's reporting. The list loads after you select an advertiser account.
7. Choose which types of interactions you want to share with Amazon Ads using the Send Calls, Send Texts, and Send Forms toggles. All three are turned on by default, and you can turn any of them off at any time without disconnecting the integration.
8. Click Activate to finish setup.

Once activated, CallRail automatically sends qualifying calls, texts, and form submissions to Amazon Ads going forward. You don't need to do anything else to keep it running.

Set Up Your Amazon DSP Campaigns

Creating the conversion is only half of the setup. Amazon won't report CallRail conversions against a campaign until you attach the conversion definition to that campaign on the Amazon side. This step happens in your Amazon DSP account, not in CallRail.

1. After activating in CallRail, sign in to Amazon Ads and confirm the CallRail Conversions dataset appears under Data Manager → Datasets. It's created at activation; allow a few minutes for it to show up.
2. Go to Amazon DSP and open the campaign you want to credit with CallRail conversions.
3. In the campaign's (or line item's) conversion tracking settings, select CallRail Conversions from the list of available conversions and save.
4. Repeat for every campaign or line item that should be credited. Any campaign the conversion isn't attached to won't report CallRail conversions, even though CallRail is still sending them.
5. Allow time for reporting to populate. Conversions generally begin appearing within 24–48 hours of the first matched interaction.

Data

When a customer calls, texts, or fills out a form, and the integration is active, CallRail sends that interaction to Amazon Ads as a conversion event. Amazon Ads uses this information to match the interaction back to the ad that likely drove it.

• Only inbound calls and texts are sent. Outbound calls and texts are not, since these can't be tied back to an ad the customer saw.
• Form submissions are sent regardless of direction.
• CallRail shares your caller's IP address and phone number with Amazon Ads to help identify the matching ad. Where available, CallRail may also share an email address or name.
• You can turn off any of the three interaction types (calls, texts, or forms) at any time from the Amazon Ads settings page without disconnecting the integration entirely.

Frequently Asked Questions

Do I need to set up conversion tracking in Amazon Ads before I connect?

No. CallRail creates the conversion dataset and conversion definition for you when you activate the integration. You do still need two things on the Amazon side: accept the Amazon Ads data terms before activating, and attach the CallRail Conversions definition to the DSP campaigns you want credited.

Can I choose to only share some types of interactions with Amazon Ads?

Yes. Use the Send Calls, Send Texts, and Send Forms toggles on the Amazon Ads settings page to control what CallRail shares. All three are on by default when you first connect, and you can turn any of them off independently at any time.