Skip to main content
Conversion Postbacks are currently in alpha. Behavior and supported networks may change between releases.
Who is this for? Marketers running paid acquisition on Amazon Ads (including Twitch, Fire TV, and Amazon DSP) who want to feed conversion data back to the platform to improve campaign optimisation.
Amazon Ads postbacks connect your Immutable game to the Amazon Ads Conversions API. When a player clicks your Amazon Ads campaign on Twitch, Fire TV, or Amazon DSP and completes a Conversion Goal, Immutable sends a server-to-server postback to Amazon automatically.
Twitch advertising runs through Amazon Ads and Amazon DSP. There is no separate Twitch measurement API. This integration covers all Amazon Ads inventory, including Twitch, Fire TV, Amazon Music, and broader Amazon DSP and Sponsored TV placements, through a single connection.

​
What You Need

  • The Immutable Tracking Pixel or Web SDK installed on your marketing site, so Amazon click IDs are captured
  • The Unity SDK, Web SDK, or REST API sending events from your game
  • At least one active Conversion Goal for the game
  • An Amazon DSP account with Conversions API terms accepted and at least one Conversion Definition created
  • Admin access to the game in Audience Hub

​
Step 1: Accept Conversions API Terms in Amazon DSP

Before Amazon will accept postbacks, the advertiser must accept the Conversions API terms of service once in the Amazon DSP Console:
  1. Log in to Amazon DSP.
  2. Navigate to Advertiser settings.
  3. Locate the Conversions API section and accept the terms.
This is a one-time step per advertiser account. Without it, Amazon will reject all conversion events.

​
Step 2: Create Conversion Definitions in Amazon DSP

Amazon does not have a public API for creating Conversion Definitions, so they must be created manually in the Amazon DSP Console. Create one definition for each Goal you want to track:
  1. In Amazon DSP, go to Conversions then Conversion definitions.
  2. Click Create conversion definition and configure the event type, name, and attribution settings.
  3. After saving, note the Conversion Definition ID (a numeric string). You’ll enter this in Hub for each Goal.
Conversion Definition IDs are numeric strings (for example, 1234567890). You’ll need one per active Goal you want to forward.

​
Step 3: Connect Amazon Ads

  1. In Audience Hub, navigate to Settings then Integrations then Amazon Ads.
  2. In the Conversion Postbacks section, click Connect Amazon Ads (Twitch, Fire TV, Amazon DSP).
  3. A Login with Amazon authorization popup opens. Sign in to your Amazon account and grant the requested permissions.
  4. Once authorized, Hub confirms the connection and closes the popup. Your advertiser region (NA, EU, or FE) is discovered automatically and pinned for all subsequent postbacks.

​
Step 4: Map Goals to Conversion Definition IDs

After connecting, map each active Conversion Goal to the Conversion Definition you created in Amazon DSP:
  1. On the Amazon Ads integration page, scroll to the Conversion definition mapping section.
  2. For each active Goal, enter the numeric Conversion Definition ID (for example, 1234567890).
  3. Click Save mapping.
Hub validates that IDs are digits only before saving.
Every active Goal is mappable. Amazon receives a conversion event whenever an attributed in-game event matches any Goal that has a Conversion Definition ID configured.

​
How Amazon Ads Conversions Work

Unlike other networks, the Amazon Ads Conversions API does not receive an event type from Immutable. Instead, the event semantics are carried by the Conversion Definition you created in Amazon DSP. The definition specifies the event type (for example, OFF_AMAZON_PURCHASES or MOBILE_APP_FIRST_START). Hub sends the numeric ID, and Amazon resolves the conversion against the definition’s settings. This means the mapping in Hub is always per-Goal to per-definition: one Goal, one Conversion Definition ID. For purchase conversions, Immutable forwards value and currency when both are present, so Amazon can optimise for revenue (ROAS) rather than conversion count alone. Amazon silently drops conversions timestamped more than 7 days before the postback is received. If your event processing has a lag longer than 7 days, those events will not appear in Amazon reporting. Immutable guards against this automatically and will not attempt to send events outside this window.

​
Token Refresh

Amazon access tokens expire approximately every hour. Immutable automatically refreshes them in the background, so you do not need to reconnect after the initial OAuth flow. No token expiry warning appears on the postback config.

​
Verify Delivery

Once an attributed conversion arrives, it appears in the Delivery logs section on the Amazon Ads integration page. For a description of log columns and status values, see Monitoring Postback Delivery.

​
Reconnecting

If your Amazon Ads authorization is revoked, Hub shows a credential warning on the postback config. Open the config menu and click Reconnect to re-authorize without losing your Conversion Definition ID mappings.

​
Next Steps

Conversion Goals

Define which player actions count as a conversion and control what triggers postbacks

Tracking Pixel

Make sure Amazon click IDs are being captured on your marketing site

Conversion Postbacks

Overview of all supported networks and event mapping

Attribution

How tracking data powers player attribution and Hub reports