Scaled is a dimension in Amazon Ads unified reporting that records whether a conversion was "scaled by the source to represent a larger population," in Amazon's wording. It exists because not every conversion in an Amazon report is a single observed purchase or sign-up. Some conversions arrive from outside systems - an advertiser's own servers, a data partner, a measurement vendor - and some of those systems observe only part of the market and multiply their results up to an estimate of the whole. The Scaled field lets a reader separate counts that were reported one for one from counts that were projected before they reached Amazon.

As of November 2026, Amazon's unified reporting catalogue holds 156 dimensions, and PPC Land counted that 137 of them carry the DVA+ marker and 85 apply to Sponsored Products. Scaled belongs to a small group of conversion-source attributes, alongside conversion source, conversion source owner, conversion source environment and conversion source attribution type.

Where the field sits

Unified reporting is the single reporting interface Amazon built to replace separate report pages for sponsored ads and for its programmatic display business, formerly Amazon DSP (demand-side platform) and renamed DVA, for display, video and audio, on September 29, 2026. A report is built by choosing dimensions, which describe and group rows, and metrics, which are the numbers summed inside each row. Scaled is a dimension: it does not carry a number of its own but splits conversion metrics into rows according to how those conversions were produced.

Its neighbours explain its purpose. Conversion source is "the system or integration that reported conversions to Amazon Ads." Conversion source attribution type is "the organization whose attribution logic is applied to the conversions." PPC Land summarised the group as fields that "primarily apply to off-Amazon conversions provided through advertiser or partner integrations." Together they record which pipe delivered a conversion, who operates it, whose rules awarded credit, and whether the number was multiplied up.

In PPC Land's category count, all seven conversion attributes are marked for DVA+, Sponsored Products, Sponsored Brands and Sponsored Display. The same article notes that Amazon's documentation says it does "not support Streaming TV Smart mode/ Sponsored TV yet," so coverage for STV, Amazon's Sponsored TV product, is at best incomplete as of November 2026. Where a dimension does not apply to an ad product, Amazon's documentation says the value "appears as null," which it describes as expected behaviour that lets different ad products share one report. A report that mixes on-Amazon purchases with off-Amazon conversions should therefore be expected to show nulls in the Scaled column for rows where no external conversion source is involved.

How scaling works

Scaling, sometimes called projection or weighting, is a standard technique in audience and sales measurement. A measurement source observes a sample - a panel of households, a set of loyalty-card holders, the share of users who consented to tracking - and assigns each observed event a weight that stands for the people it did not observe. The weighted total is the estimate.

A worked example shows the arithmetic. Suppose a data partner can see purchases from a panel covering 2% of households in a market. It finds 400 purchases by panellists who saw a campaign. If each panellist is weighted to represent 50 households, the partner reports 20,000 conversions, and the report would flag that row as scaled. The 400 observed purchases are real; the other 19,600 are an inference that depends on the panel resembling the population. In practice weights vary by panellist, adjusted so the sample matches known population totals.

Amazon has not published which conversion sources scale their data, nor the values the field returns. Its documentation gives the one-sentence definition only; the field name and description suggest a yes-or-no flag, but the exact values are not documented in the material reviewed for this article. PPC Land noted directly that "the page does not say which sources scale their data."

Which sources could produce scaled conversions

Off-Amazon conversions reach Amazon Ads through several routes, and they differ in how much of the market they see.

  • Amazon Ad Tag and Conversions API. The tag fires on an advertiser's website, and the server-to-server Conversions API sends the same events directly from the advertiser's systems. Both report individual events, so they would normally not be scaled.
  • Data partners for offline sales. LiveRamp, for example, receives offline conversion files from advertisers, matches personal data to its RampID identifiers and "delivers matched data to Amazon," according to LiveRamp's documentation. LiveRamp advises that most platforms need at least 1,000 unique transaction events over 28 days and asks for regular uploads to fit Amazon's 14-day attribution window.
  • Mobile measurement partners (MMPs). Since March 18, 2024, Amazon DSP has accepted Android and Fire OS app conversions from approved MMPs, naming Adjust, Kochava and Singular, according to Amazon.
  • Panel-based measurement. Amazon's own Omnichannel Metrics combines "first-party Amazon Shopper Panel and third-party signals to measure impact beyond the Amazon store," according to Amazon's November 4, 2025 announcement. The Shopper Panel, launched in 2020, pays participants who submit receipts; PPC Land reported that panellists submitting ten or more eligible receipts in a month receive a ten-dollar reward, and that third-party signals fill gaps "where panel participation alone would not produce a statistically reliable sample."

Panel and partner data are the natural candidates for scaling, because by design they see part of the population. Amazon has not confirmed that Omnichannel Metrics output flows through the Scaled field, and Omnichannel Metrics is reported in DSP studies rather than described as a unified reporting conversion source.

Origin and evolution

The field is new. Amazon announced unified reporting as an open beta at its unBoxed conference on November 11, 2025, and moved it to general availability on June 8, 2026. Amazon updated its unified reporting dimensions page on November 11, 2026, the version PPC Land used to count 156 dimensions a day later.

The need for a flag grew from earlier changes. On August 16, 2024, Amazon DSP began adding modeled attribution for off-Amazon conversions in the United States, reporting directly measured and modeled conversions "together as a combined result," according to Amazon. On July 7, 2026, Omnichannel Metrics began naming the specific retailers where exposed shoppers bought. Each step widened the gap between conversions Amazon observes in its own store and those it learns about second-hand.

The deadline matters for anyone who relied on older reports. Sponsored ads reports and DVA campaign reports become read-only on December 17, 2026, and shut down on January 31, 2027, after which unmigrated reports are deleted.

Why it matters

The marketing case rests on comparison. A cost per acquisition (CPA) calculated on 20,000 projected conversions is not the same quantity as one calculated on 20,000 observed conversions, even if both appear in the same column. Without a flag, a campaign whose conversions come mainly from a scaled source can look more efficient than one measured event by event, simply because of how the counting was done.

The issue is sharper inside DVA+, the AI-led campaign type Amazon introduced on September 29, 2026, which merges display, video and audio buying and takes decisions on audiences and bids away from the trader. When a system optimises toward reported conversions, the provenance of those conversions shapes what it learns. Amazon has not said whether scaled conversions are weighted differently in optimisation.

For agencies reconciling Amazon figures against client sales data, a scaled row explains why Amazon's count can exceed the transactions found in the advertiser's own systems.

Limitations and open questions

The documentation is thin: one sentence, no published values and no list of sources that scale.

Scaling is only as good as the sample. Panels skew toward people willing to join them - in the Shopper Panel's case, people who accept payment for uploading receipts - and weighting can correct known skews but not unknown ones. Amazon has published no panel size or margin of error for Omnichannel Metrics; PPC Land noted that Amazon did not publish figures on accuracy or sample size for any individual retailer.

There is also a self-assessment problem. Scaled conversions are produced by the source, and Amazon's attribution type field shows that the source's own rules may decide credit. PPC Land has examined single publisher attribution, where a platform grades its own work; scaling adds a further layer of estimation on top. Independent verification of scaled figures is not described in Amazon's material.

Finally, a flag is not a correction. Knowing that a row is scaled does not reveal the scaling factor, the sample size or the confidence interval.

What Scaled is not

Modeled conversions. Modeled conversions are estimates Amazon itself produces for conversions it cannot link to an ad interaction, as described in PPC Land's primer on modeled conversions. Scaled, by definition, describes conversions multiplied up "by the source" before they reach Amazon. The two can both inflate counts beyond observed events, but the estimating party differs.

Conversion source attribution type. This adjacent field names whose attribution logic awarded credit. A conversion can follow a partner's rules without being scaled, and vice versa.

Scaled content abuse. Google's spam policy on mass-produced, low-value web pages shares the word but has nothing to do with Amazon reporting.

Scaling a campaign. In everyday trading language, "scaling" means raising budgets. The dimension says nothing about spend levels.

Recent developments

The dimension surfaced in PPC Land's count of Amazon's 156 unified report dimensions on November 12, 2026, which found that conversion fields cover every ad product and flagged that Amazon does not say which sources scale their data. The same day, PPC Land reported that ten report types, among them conversion path and Amazon Attribution reports, were still missing from unified reporting. As of November 2026, Scaled remains defined by a single sentence in Amazon's documentation.

Timeline

  • 2020 - Amazon launches the Amazon Shopper Panel, a paid receipt-upload community.
  • March 18, 2024 - Amazon DSP accepts app conversions from mobile measurement partners Adjust, Kochava and Singular.
  • August 16, 2024 - Amazon DSP adds modeled attribution for off-Amazon conversions in the US.
  • November 4, 2025 - Amazon expands Omnichannel Metrics, built on Shopper Panel and third-party signals, to five product categories.
  • November 11, 2025 - Unified reporting opens in beta at unBoxed.
  • June 8, 2026 - Unified reporting reaches general availability.
  • July 7, 2026 - Omnichannel Metrics adds retailer-level offline sales.
  • September 29, 2026 - Amazon DSP is renamed DVA; DVA+ enters US closed beta.
  • November 11, 2026 - Amazon updates its unified reporting dimensions page, listing 156 dimensions including Scaled.
  • December 17, 2026 - Legacy sponsored ads and DVA report pages scheduled to become read-only.
  • January 31, 2027 - Legacy report pages scheduled to shut down.

Summary

  • Who: Amazon Ads defines and reports the field; external conversion sources - advertiser integrations, data partners and measurement providers - decide whether to scale their data; advertisers and agencies read it.
  • What: A unified reporting dimension indicating whether a conversion was scaled by its source to represent a larger population, separating projected counts from one-for-one reported events.
  • When: Unified reporting launched in beta on November 11, 2025 and became generally available on June 8, 2026; the dimension appears in the 156-dimension catalogue Amazon updated on November 11, 2026.
  • Where: In Amazon Ads unified reporting, within the conversion-source group, marked for DVA+, Sponsored Products, Sponsored Brands and Sponsored Display, with null values where it does not apply.
  • Why: Off-Amazon conversions increasingly arrive from systems that see only part of the market, and comparing campaigns fairly requires knowing which counts were observed and which were projected.