Conversion source owner is a dimension in Amazon Ads unified reporting that identifies who operates the system that reported a conversion. It answers a narrow question: was a credited purchase, sign-up or install passed on by Amazon's own tools, or by an outside company integrated with Amazon? The field exists because Amazon no longer measures every conversion itself. Amazon records sales on its own store. Events elsewhere - on a brand's website, in an app or in a shop - arrive through tags, server connections and partner feeds, and a report reader needs to know which pipe each number came through.

The field sits in the Conversion category of Amazon's unified report, one of seven attributes in that group. Amazon updated its dimensions reference on November 11, 2026, and PPC Land's count of that page found 156 dimension attributes across 11 categories, with the conversion fields marked as available for DVA+, Sponsored Products, Sponsored Brands and Sponsored Display. According to the same reading of Amazon's page, the conversion fields "primarily apply to off-Amazon conversions provided through advertiser or partner integrations."

Where the field sits in a report

Unified reporting builds every report from a scope, a set of dimensions and a set of metrics. Dimensions are the columns that split the numbers. Choosing Conversion source owner adds a column that labels each row by the owner of the reporting system, so that a total of off-Amazon conversions can be broken into the share reported through Amazon's own tools and the share reported through partners.

The seven conversion attributes work as a family. Conversion source names the system or integration itself; Amazon's reference describes it, according to PPC Land, as "the system or integration that reported conversions to Amazon Ads". Conversion source owner names the entity responsible for that system. Conversion source attribution type records "the organization whose attribution logic is applied to the conversions". Scaled flags whether a conversion count "was scaled by the source to represent a larger population". Conversion source environment, Conversion definition (off-Amazon) and Conversion type (off-Amazon) complete the group, describing where the conversion occurred and what the advertiser defined it to be.

Amazon's public reference, as summarised by PPC Land, does not publish a list of permitted values for the owner field. Third-party connector documentation fills part of the gap. Adverity, a data integration company, describes the equivalent API field, conversionSourceOwnerDimension, as indicating "whether the conversion source is Amazon or an Amazon partner." That points to a short set of values, with the specific system named in the separate Conversion source column.

Where the field does not apply, the cell is empty. Amazon's documentation says that when a dimension does not apply to an ad product, its value appears as null, which lets Sponsored Products rows and DVA+ rows share one table.

How a conversion acquires an owner

The owner is fixed upstream, when the advertiser sets up conversion tracking, not when the report is run. Amazon offers several routes for off-Amazon events, all managed from Events Manager in the campaign console.

The first is the Amazon Ad Tag, a JavaScript tag placed on the advertiser's website that fires in the browser when a page loads or an action occurs. The second is the Conversions API (CAPI), a server-to-server connection through which the advertiser, or a vendor working for it, sends events directly from its own systems. Journify, an Amazon Ads partner, notes that Amazon recommends running both together and that a consistent event ID is needed "to prevent the same conversion from being counted twice." In these two cases the measurement infrastructure is Amazon's: the advertiser supplies the events, but Amazon's tag or endpoint receives them.

The third route runs through partners. On March 18, 2024, Amazon added support for importing Android and Fire TV or tablet app conversions from approved mobile measurement partners (MMPs) - Adjust, Kochava and Singular - for advertisers in the United States, Canada, Mexico and Brazil. An MMP records installs with its own software and applies its own crediting rules before passing results to Amazon. Offline sales follow a similar path. In an Amazon-funded program described in LiveRamp's documentation, advertisers upload store transactions at least every three days, and LiveRamp "delivers matched data to Amazon via their Conversions API", typically within 24 hours.

These partner routes are where the owner field earns its place. A worked example shows why. An appliance brand runs a DVA+ campaign that drives both website sales, tracked by the Amazon Ad Tag, and app installs, reported by an MMP. The report might show 1,200 off-Amazon conversions. Split by Conversion source owner, it could show 800 attributed through Amazon-owned tracking and 400 through a partner. The Conversion source attribution type and Scaled columns then show whether the partner's count used its own logic or was projected from a sample.

Origin and evolution

For years, Amazon DSP measured off-Amazon activity through pixels, small pieces of code that reported page visits, purchases and sign-ups. On October 3, 2022, Amazon renamed the "Pixel" category in DSP reports to Off-Amazon and gave 20 conversion metrics new names: "Total pixel" became "Off-Amazon conversions" and "Product purchased" became "Off-Amazon purchases". The announcement said the metrics would "also include conversions from new, non-pixel-based interfaces" and stated that "off-Amazon conversion data can come from the advertiser or an Amazon-integrated partner." That sentence describes the distinction that Conversion source owner now records as a column.

Partner integrations multiplied after that. The MMP import arrived in March 2024. On August 16, 2024, Amazon DSP began providing modeled attribution for off-Amazon conversions for US advertisers, estimating conversions that could not be directly measured, such as those from anonymous supply. Amazon said directly measured and modeled conversions "are reported together as a combined result". According to Funnel, a reporting vendor, Amazon's legacy conversion pixels were supported until May 30, 2025, after which tracking depended on the Ad Tag, the Conversions API or an MMP.

The reporting structure then caught up. Amazon launched unified reporting in open beta on November 11, 2025, merging DSP and sponsored ads reports into one schema. General availability followed on June 8, 2026, and the old report pages were set for retirement. The November 11, 2026 dimensions reference is the first public document that sets out the seven conversion source attributes side by side.

Why it matters

The field matters because it separates numbers that look identical but were produced in different ways. An off-Amazon purchase reported by Amazon's tag and one reported by a measurement partner sit in the same metric column. Without an owner dimension, a buyer cannot tell how much apparent performance depends on outside systems with their own counting rules.

Consent rules have raised the stakes. In May 2026 Amazon published consolidated consent requirements for the Ad Tag, the Conversions API and the new Events API open beta, with enforcement from June 30, 2026: unconsented data from UK and European Economic Area users would not be processed. A sudden drop in conversions from one owner type can point to a consent or integration failure in that pipe rather than a change in campaign performance.

Limitations and open questions

The definitions are thin. Amazon's reference describes the owner field in a sentence and, according to PPC Land, the page "does not say which sources scale their data." Nor does it publish the partners that count as owners, so an advertiser has to infer the meaning of each value from its own setup.

Ownership is not independence. A partner-owned source may apply its own attribution logic, but the data still arrives through Amazon's systems and is matched and credited inside Amazon's reporting. The field labels the pipe; it does not audit it. Combining modeled and measured conversions into one result, as Amazon has done since August 2024, further blurs what an owner label means, because the modeled portion is Amazon's estimate layered over whatever the source reported.

Granularity is limited too. DataDoe, a reporting vendor, wrote in February 2026 that for off-Amazon traffic "the level of detail is limited compared to other DSPs." Documentation also lags: the reference still uses the Amazon DSP name in places, although the product was renamed DVA on September 29, 2026.

Conversion source owner is not...

Conversion source. The sibling field names the specific system or integration that sent the data. The owner field records who operates that system. One answers "which pipe"; the other answers "whose pipe".

Conversion source attribution type. This field identifies whose attribution logic decided that an ad caused the conversion. A partner can own the reporting system while Amazon's logic is applied, or the reverse; the two columns can differ.

Amazon Attribution. Amazon Attribution is a separate, free measurement product that tracks how ads on Google, Meta and other channels drive sales on the Amazon store. It measures the opposite direction, and its report is not yet available in unified reporting.

Google Ads conversion source. Google's API uses a similar term, an enumeration of where a conversion action originates, such as a website tag, an app or an import. It describes the conversion action's type on Google's platform, not the owner of a partner integration feeding Amazon.

Recent developments

The field became publicly documented this month. Amazon updated its unified reporting dimensions reference on November 11, 2026, and PPC Land's count of the page appeared the next day. Separately, Amazon set out the shutdown timetable for its old report pages: legacy reports become read-only on December 17, 2026, and are scheduled for permanent decommissioning on January 31, 2027. Advertisers rebuilding DSP-era off-Amazon reports before then will use the conversion source fields to split partner-reported results.

Timeline

  • October 3, 2022 - Amazon DSP renames the "Pixel" report category to "Off-Amazon" and renames 20 conversion metrics, stating that off-Amazon data can come from the advertiser or an Amazon-integrated partner.
  • March 18, 2024 - Amazon DSP supports app conversion imports from mobile measurement partners Adjust, Kochava and Singular in the US, Canada, Mexico and Brazil.
  • August 16, 2024 - Amazon DSP introduces modeled attribution for off-Amazon conversions for US advertisers, combined with measured conversions in reports.
  • May 30, 2025 - Communicated end of support for legacy Amazon conversion pixels, according to Funnel.
  • November 11, 2025 - Unified reporting opens in beta.
  • May 2026 - Amazon publishes consent requirements for the Ad Tag, Conversions API and Events API.
  • June 8, 2026 - Unified reporting reaches general availability.
  • June 30, 2026 - Consent enforcement begins for UK and EEA user data.
  • September 29, 2026 - Amazon DSP renamed DVA.
  • November 11, 2026 - Amazon updates the unified reporting dimensions reference listing seven conversion attributes, including Conversion source owner.
  • December 17, 2026 - Legacy report pages scheduled to become read-only.
  • January 31, 2027 - Legacy report centres scheduled for permanent decommissioning.

Summary

Who: Amazon Ads defines the field. It is used by advertisers and agencies running DVA+, Sponsored Products, Sponsored Brands and Sponsored Display, and it distinguishes Amazon from partners such as mobile measurement companies and offline data matchers that report conversions to Amazon.

What: A unified reporting dimension in the Conversion category that labels each row by the entity operating the system that reported the conversion - Amazon or an Amazon partner, according to connector documentation.

When: The distinction between advertiser and partner data dates to Amazon's October 2022 renaming of pixel metrics; the field appears in the unified reporting dimensions reference updated on November 11, 2026, ahead of the January 31, 2027 shutdown of legacy reports.

Where: In the Amazon Ads console's unified reporting under Measurement and Reporting, and in the corresponding Reporting API, applying mainly to off-Amazon conversions.

Why: Off-Amazon conversions now arrive through Amazon's own tag and API and through partner integrations with their own counting rules. The field lets a report separate those streams, so a buyer can see how much of a result depends on outside measurement.