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<aside> <img src="/icons/info-alternate_red.svg" alt="/icons/info-alternate_red.svg" width="40px" /> Need assistance?

Skip to Revive's FAQs & Troubleshooting Tips →

Click this link for Google’s help article for troubleshooting Google Tag Manager

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<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/2cc3c562-ee20-4bc2-8f47-59e45222ba91/googleicon.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/2cc3c562-ee20-4bc2-8f47-59e45222ba91/googleicon.png" width="40px" /> Helpful Google Resources

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<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/0051367f-9d0a-421c-b7a0-0f7277d49162/BLANK_ICON.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/0051367f-9d0a-421c-b7a0-0f7277d49162/BLANK_ICON.png" width="40px" /> Need to enhance conversions? ⤵️

Pass Hashed Email

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<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/eee017bc-5229-4448-8ab9-15dc2b860248/62426700-c531-4f0b-969e-482f033fa651/Question_Mark_Seal.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/eee017bc-5229-4448-8ab9-15dc2b860248/62426700-c531-4f0b-969e-482f033fa651/Question_Mark_Seal.png" width="40px" /> Data privacy and security FAQs

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Is Amazon Advertising tag compliant with CCPA, CPRA, and GDPR?

Yes, we continuously review our advertising systems and processes to ensure they meet our own high standards and the requirements of all applicable data protection laws, including, GDPR and CCPA.

Where can I find the Terms & Conditions for the Amazon Advertising Tag?

Amazon Ad tag is a Durable Conversion Measurement tool as defined in the Advertiser Audience Agreement.

What data does Amazon Advertising tag collect?

Once advertisers implement Amazon Advertising tag on their website, we will start to receive information present in HTTP headers, tag-specific data (e.g. tag ID), and events and attributes data (limited to what advertiser wants to capture; Amazon Advertising tag doesn’t scrape advertiser’s website).

HTTP headers: Anything present in HTTP headers. HTTP headers are a standard web protocol sent between any browser and any server on the internet. HTTP headers include information about the web browser, page location, document, referrer, and device;
Tag-specific data: Includes tag ID and the Amazon ad system cookie (ad-id); and
Advertiser-defined data: For example, advertiser’s name, advertiser’s ID, last website activity timestamp, event name, attribute name and values.

How long does Amazon store data on customers (or data received via Amazon Advertising tag)?

Amazon Ads services uses data minimization principles and data retention policies to protect customer privacy. Amazon Ads services do not keep data for longer than required for the purpose of providing Amazon Ads services, in accordance with our Privacy Notice and applicable laws.

In general, Amazon Ads systems (including Amazon Advertising tag) retain data for no longer than 13 months.

What technical security measures protect the information?

Amazon Ads services have physical, electronic, and procedural safeguards for the collection, storage, transfer, and processing of data. These include cryptographic techniques, and technical and organizational measures designed to protect customers’ personal data and privacy.

What organizational measures are in place to protect customer information?

Our advertising systems process data pseudonymously. We minimize data retention periods and honor the customers' right to object to the processing of their data through Amazon’s Advertising Preferences page.

How can advertisers request data deletion, including opt-outs, for data captured by the Amazon Advertising tag?

Amazon Advertising tag supports data deletion capability to honor requests from Amazon’s customers for deleting data programmatically and to honor incoming deletion requests from applicable advertisers' customers. You can follow steps below to programmatically request data deletion for your customers:

Navigate to your advertiser.
Click on the Events tab located in the left navigation.
Click View tag code in the upper right-hand corner, click on add tag to website code manually under set up instructions, and scroll down to add event and attribute code.
Set up Delete event on a website page where your user lands after requesting data deletion similar to how you would set up any other event.

Do we support TCFv2 for Amazon Advertising tag in EU?

Yes. You may use the IAB TCFv2 to collect their users’ cookie and advertising preferences. In the event that this applies to an advertiser, Amazon Advertising tag supports the transmission of the TCFv2 signal via the IAB TCF specifications. If advertisers make these URL parameters available on their website, then Amazon Ad tag can read and honor the TCFv2 signal. This functionality is intended to support our Advertiser customers who choose to implement TCFv2 and use the Amazon Advertising tag.

Where can an Amazon Advertising Tag be placed?

According to Amazon Advertising tag Terms & Conditions, Amazon Advertising tag has to be placed on Advertiser's websites. Placing Amazon Advertising Tag in an Ad creative is not allowed. Ad creatives can be displayed and retrieve user information outside Advertiser's websites thus against the Amazon Advertising tag Terms Conditions.

<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/eee017bc-5229-4448-8ab9-15dc2b860248/84df0cac-f970-42da-ba46-08f5409c8b63/Star_Circle.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/eee017bc-5229-4448-8ab9-15dc2b860248/84df0cac-f970-42da-ba46-08f5409c8b63/Star_Circle.png" width="40px" /> Setting up Amazon Ad Tag with Google Tag Manager enables you to track the performance of Amazon ads on your website. Here's a step-by-step guide to help you add Amazon Ad Tag to your GTM container.

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Last Updated December 2023

Implementing Amazon Ad Tag with Google Tag Manager (GTM)

Click the arrow to the left if you’re new to Google Tag Manager, and need instructions to create a new account.

1️⃣ Step One → Log in to Google Tag Manager

2️⃣ Step Two → Go to Templates. Click on “Search Gallery”

<aside> <img src="/icons/info-alternate_gray.svg" alt="/icons/info-alternate_gray.svg" width="40px" /> GTM Preview:

Screenshot 2023-12-07 at 15.58.49.png

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3️⃣ Step Three → Search for “Amazon Advertising Tag”

<aside> <img src="/icons/info-alternate_gray.svg" alt="/icons/info-alternate_gray.svg" width="40px" /> Preview of search result

Screenshot 2023-12-07 at 16.02.01.png

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3a. Add the Amazon Advertising Tag template by amzn to your workspace by clicking “Add to workspace”.

<aside> <img src="/icons/info-alternate_gray.svg" alt="/icons/info-alternate_gray.svg" width="40px" /> Preview of button

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4️⃣ Step Four → Click on the “Overview” tab on the left.

<aside> <img src="/icons/info-alternate_gray.svg" alt="/icons/info-alternate_gray.svg" width="40px" /> You should now see the Amazon Advertising Tag added to your workspace

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5️⃣ Step Five → Click on the ‘New Tag’ button on the above preview screen. This will open up the below screen. Click on the edit button

<aside> <img src="/icons/info-alternate_gray.svg" alt="/icons/info-alternate_gray.svg" width="40px" /> Preview of edit button

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6️⃣ Step Six → A navigation bar on the right will open. Scroll down and choose Amazon Advertising tag from the Custom tag list.

<aside> <img src="/icons/info-alternate_gray.svg" alt="/icons/info-alternate_gray.svg" width="40px" /> Preview of navigation bar

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7️⃣ Step Seven → Add the ad tag ID from Amazon DSP and then select from a list of standard events or provide a custom event name. Click save.

<aside> <img src="/icons/info-alternate_gray.svg" alt="/icons/info-alternate_gray.svg" width="40px" /> Preview of list selection

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<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/eee017bc-5229-4448-8ab9-15dc2b860248/84df0cac-f970-42da-ba46-08f5409c8b63/Star_Circle.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/eee017bc-5229-4448-8ab9-15dc2b860248/84df0cac-f970-42da-ba46-08f5409c8b63/Star_Circle.png" width="40px" /> Please Note → We recommend passing default attributes when available. Attributes need to be configured within an event and are completely optional.

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8️⃣ Step Eight → IMPORTANT: If you have access to 1st party data such as email or phone, we highly recommend that you pass this data along with the event.

As 3p cookies become increasingly obsolete, 1st party data will help maintain accurate measurement and retargeting capabilities with increase match rates. All data will be hashed client-side using SHA256 hashing before reaching Amazon systems.

<aside> <img src="/icons/info-alternate_gray.svg" alt="/icons/info-alternate_gray.svg" width="40px" /> Preview of passing data

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9️⃣ Step Nine → Add the required triggers and click save.

<aside> <img src="/icons/info-alternate_gray.svg" alt="/icons/info-alternate_gray.svg" width="40px" /> Select the Pencil Icon

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🔟 Step Ten → Verify event setup in Google Tag Manager preview mode and publish your changes.

<aside> <img src="/icons/info-alternate_gray.svg" alt="/icons/info-alternate_gray.svg" width="40px" /> Click “Preview” to enter Preview mode

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10a. Click on 'Submit' from the top navigation menu and select 'Publish'.

<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/eee017bc-5229-4448-8ab9-15dc2b860248/baf4e436-08b4-483d-bd60-d9495bdd6a48/Question_Mark_Seal.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/eee017bc-5229-4448-8ab9-15dc2b860248/baf4e436-08b4-483d-bd60-d9495bdd6a48/Question_Mark_Seal.png" width="40px" /> Amazon Ad Tag FAQs & Troubleshooting Tips

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<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/eee017bc-5229-4448-8ab9-15dc2b860248/b337a9e9-3e1a-41bf-9ae0-016fdbe87cc1/Question_Ask.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/eee017bc-5229-4448-8ab9-15dc2b860248/b337a9e9-3e1a-41bf-9ae0-016fdbe87cc1/Question_Ask.png" width="40px" /> How do I test if my ad tag events are firing on my website?

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Users can now install the Amazon Ad Tag Helper from the Chrome web store. Once installed, click on the extensions icon and pin the Amazon Ad Tag Helper to the browser toolbar for future use.
Users can then go to their website where the ad tag is implemented and trigger events by navigating through different website sections. A small number will appear on the Amazon Ad Tag Helper icon to indicate the number of ad tag events fired. When clicked, a panel will expand to show a detailed overview of the page's events and attributes, including warnings, errors, and successes. If Google Tag Manager is used for implementation, we display the Tag Manager ID for easier debugging.

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ADSP supports 11 conversion types in reporting

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We recommend passing a default attribute of ‘value’ for each conversion type. This will allow us to calculate value average and value sum metrics in attribution reporting.
If you are sending a purchase event, we recommend passing all three default attributes ‘value’, ‘unitsSold’, and ‘currencyCode’. This will help us calculate the reporting metrics shown in the table above.
All attributes (default and custom) are supported for audience retargeting. We recommend you pass less than 10 attributes per event for accurate retargeting and measurement.

<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/eee017bc-5229-4448-8ab9-15dc2b860248/b337a9e9-3e1a-41bf-9ae0-016fdbe87cc1/Question_Ask.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/eee017bc-5229-4448-8ab9-15dc2b860248/b337a9e9-3e1a-41bf-9ae0-016fdbe87cc1/Question_Ask.png" width="40px" /> My website uses the template version of AAT. How can I change to the new version without creating new tags?

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Step 1 → Locate tags published using AAT template and click the Edit icon. The template version may be named as ‘Amazon Advertising Tag’ or ‘Amazon Advertising Tag 3.0’

<aside> <img src="/icons/info-alternate_gray.svg" alt="/icons/info-alternate_gray.svg" width="40px" /> Locating tags preview

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