Overview
Amazon SAN is Branch's integration with Amazon Ads. It enables you to measure and attribute app installs and in-app events from your Amazon DSP campaigns, and to share conversion signals with Amazon's Events Manager in real time.
Amazon is a self-attributing network (SAN), which means Amazon handles attribution directly and reports results to Branch via API rather than receiving traditional postbacks from Branch. Branch Ad Links are not required to track Amazon campaigns.
For more information about integrating ad partners in general, visit our Ad Partner Integration Guide.
Note: this guide is for new Branch
Please note that this guide is about integrating Amazon SAN in the new Branch experience. For information on Amazon SAN in legacy Branch, visit our legacy guide.
Partner capabilities
Capability | Details |
|---|---|
Company type | Self-attributing network (SAN) |
Deep linking | Supported (Universal Links, App Links) |
Attribution | Click-through attribution, View-through attribution |
Ad campaign types | Amazon DSP campaigns |
Supported platforms | Android, iOS (via SKAdNetwork), Amazon Fire TV, Amazon Fire Tablet |
Cost ingestion support | Supported (via API) |
Pricing models | CPM |
Engagement Builder Ad Partner Integration | Not available |
Before you begin
To set up the Amazon SAN integration, you need:
Branch's Performance product enabled for your Branch account. Contact your Branch account manager or visit https://branch.io/pricing.
A Branch account with access to Configuration > Ad Partners and admin permissions to enable and configure integrations.
An Amazon Ads account with admin access.
Enable Amazon SAN
To begin, navigate to Configuration > Ad Partners > Amazon SAN.
Find your Amazon Advertiser ID
Your Amazon Advertiser ID is required to complete setup in Branch.
Self-service advertisers: Find your Advertiser ID in the Advertisers tab of the Amazon DSP Campaign Manager.
Managed service advertisers: Contact your Amazon account manager to obtain your Advertiser ID.
Connect with Amazon SAN
Select Connect with Amazon SAN.
In the Manage account modal, select Sign in with Amazon SAN.
In the Before you sign in dialog, select your Amazon Ads API region from the dropdown, then select Sign in with Amazon SAN to complete authentication.
Back in the Manage account modal under Account Settings, enter your Advertiser ID.
Select Save.
Configure attribution
To configure attribution windows, select the Attribution windows tab on the Amazon SAN page.
By default, Amazon SAN uses your global app attribution settings. To set attribution windows specific to Amazon SAN, enable the Override global app settings toggle on the Attribution windows tab.
Configure events
To configure event mappings, select the Event config tab on the Amazon SAN page.
Map your Branch in-app events to Amazon's standard conversion event types. Only mapped events are sent to Amazon Ads — unmapped events are not shared. For more information about event mapping, see Configure events in the general Ad Partner Integration Guide. The full Branch-to-Amazon event name reference is in Data mappings below.
Note: use Branch Standard Events when possible
Branch strongly recommends mapping to Branch Standard Events whenever a direct equivalent exists. For Amazon event types that don't have a Branch Standard Event equivalent, create a Branch Custom Event with an appropriate name.
Verify your data
After enabling Amazon SAN, confirm that data is flowing correctly:
In Branch Liveview: confirm that events from your app appear in real time and are attributed to Amazon SAN. This is the fastest way to confirm SDK events are firing.
In Branch Analysis dashboards: review attributed installs, events, and cost data where
Ad Partner Name = Amazon SAN.In Amazon Ads console: confirm that conversion events are appearing in your Amazon Ads account.
Note: allow time for initial data
Allow up to 24 hours for initial campaign data to populate after enabling the integration.
iOS and SKAdNetwork
iOS campaigns are supported through Apple's SKAdNetwork (SKAN) framework rather than Amazon's direct SAN integration. This means iOS attribution is subject to SKAN's privacy thresholds and reporting limitations. Expect more comprehensive attribution on Android and Amazon Fire devices than on iOS.
For more information, visit our SKAdNetwork documentation.
Data mappings
Event names
Branch event name | Amazon event name |
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Data limitations
iOS SKAN: iOS attribution is handled through SKAdNetwork. Raw user-level data is not available for iOS — only aggregated SKAN postback data is returned, subject to Apple's privacy thresholds.
User-level data: Amazon does not provide access to certain raw campaign data to protect end-user privacy.
Time zone: Ensure your Branch reporting time zone matches your Amazon Ads account time zone to minimize reporting discrepancies. To update your Branch time zone, go to Configuration > App Settings > General.
Troubleshooting
Events are not appearing in Amazon Ads
Verify that event mapping is configured correctly in the Event config tab. Only events that are mapped are sent to Amazon — unmapped events are not shared. Also confirm that the Branch SDK is properly implemented and that events are being logged.
Attribution discrepancies between Branch and Amazon
Amazon is a Self-Attributing Network and uses its own attribution logic, which may differ from Branch's. Verify that attribution windows in Branch match the settings in your Amazon Ads account. See Common Sources of SAN Reporting Discrepancies for the full list of expected differences.
Campaign data is not appearing in Branch
Confirm that Amazon SAN is enabled and that your Amazon Ads account is connected. Verify that you have active Amazon DSP campaigns running. If the integration was recently enabled, allow up to 24 hours for data to populate.
Additional resources
For more information, visit the following articles: