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Real Incrementality: MMM vs Last-Click Attribution

November 05, 2026 | 11:40 AM

Description

How much of your Amazon Ads sales would have happened anyway without the ad? Amazon is pushing new metrics such as Long-Term Sales, which adds to the immediate sale an estimate of the new customer’s 12-month value, and campaigns that split the budget across formats on their own. The more the machine decides, the harder it is to know what part of the sale would have come anyway without the ad.

Event

FBA Show 2026 Madrid

Speaker

Speaker

Sonia Villalba

Paid Media Manager - ROICOS

Speaker

Alyona Dvornikova

Global Retail Media Manager - Suntory Global Spirits

Speaker

Jaime Maganto

Head of Amazon Southern Europe - Beiersdorf

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