Amazon Advertising Troubleshooting & Debugging | Blue Frog Docs

Amazon Advertising Troubleshooting & Debugging

Diagnostic procedures for Amazon Ads tag issues, attribution discrepancies, and reporting problems.

Symptom Library

Tag Implementation Issues

  • Amazon Pixel Not Firing: Tag fails to load on target pages, no network requests visible in browser developer tools
  • Conversion Events Missing: Pixel loads but specific events (purchase, add-to-cart) don't fire on expected actions
  • Tag Conflicts: Multiple Amazon tags or conflicting third-party scripts prevent proper execution
  • Consent Management Blocking: Cookie consent banners block Amazon tags before user acceptance

Attribution Discrepancies

  • Conversion Mismatch: Amazon Attribution reports differ from platform reporting by more than expected variance
  • Click ID Loss: Attribution parameter drops during redirect chains or cross-domain navigation
  • Delayed Conversions: Purchases attributed outside expected time windows
  • Channel Misattribution: Traffic incorrectly categorized or missing source/medium parameters

Reporting & Data Issues

  • Delayed Reporting: Campaign metrics not populating within expected timeframes (typically 3-12 hours)
  • Metric Definitions: Differences between Amazon Ads metrics and external analytics platforms
  • DSP Discrepancies: Impression or click counts vary between DSP and verification vendors
  • AMC Query Failures: SQL queries timeout, return errors, or produce unexpected results

Investigation Workflow

Initial Triage

  1. Reproduce the issue in a controlled environment (staging site, test campaign)
  2. Capture screenshots, error messages, and relevant timestamps
  3. Check Amazon Ads status page for platform-wide incidents
  4. Review recent code deployments or tag management system changes
  5. Determine business impact and prioritize response

Tag Debugging Process

Browser Console Inspection

  1. Open browser developer tools (F12 or right-click > Inspect)
  2. Navigate to Network tab and filter for Amazon Ads requests (amazon-adsystem.com)
  3. Verify tag fires on page load and target events
  4. Examine request payload for correct parameters (campaign IDs, event types)
  5. Check response status codes (200 = success, 400/500 = errors)

Tag Assistant Validation

  1. Install browser extension for tag debugging (e.g., Amazon Attribution Tag Helper)
  2. Navigate through conversion funnel while extension is active
  3. Review tag firing sequence and parameter values
  4. Identify missing tags or incorrect implementations
  5. Export diagnostic report for further analysis

Testing Environments

  1. Compare tag behavior across environments (dev, staging, production)
  2. Test in multiple browsers and devices
  3. Validate tag behavior with and without ad blockers
  4. Check mobile app tag implementations using proxy tools (Charles, Fiddler)

Attribution Analysis

Data Reconciliation

  1. Export data from Amazon Attribution and comparison platforms for same date range
  2. Align timezone settings across all reporting sources
  3. Account for attribution windows (Amazon typically uses 14-day click, 1-day view)
  4. Check for deduplication rules that may differ between platforms
  5. Document methodology for acceptable variance thresholds

Parameter Verification

  1. Review URL parameters on landing pages for correct UTM or Amazon-specific tracking codes
  2. Test redirect chains to ensure parameters persist through all hops
  3. Validate campaign tagging taxonomy matches reporting dimensions
  4. Check for parameter encoding issues (spaces, special characters)

DSP Troubleshooting

Impression Discrepancies

  1. Compare metrics within same reporting timeframe
  2. Verify whether discrepancy is within acceptable industry range (typically less than 10%)
  3. Check for viewability thresholds that differ between platforms
  4. Review creative specifications to ensure proper rendering
  5. Examine domain list targeting that may affect delivery

Performance Issues

  1. Review campaign pacing and budget delivery
  2. Check audience size and bid competitiveness
  3. Analyze creative approval status and rejection reasons
  4. Verify inventory targeting and deal ID configurations
  5. Examine frequency caps and reach limitations

Tools & Logs

Amazon Ads Console Diagnostics

  • Conversion Tracking Dashboard: Review pixel health, event volume, and last-seen timestamps
  • Campaign Manager Logs: Access change history for bid adjustments, budget modifications, and targeting edits
  • Attribution Reports: Download raw click and impression data for offline analysis
  • API Response Codes: Review API integration logs for authentication or rate limiting errors

Third-Party Debugging Tools

  • Browser Developer Console: Network requests, JavaScript errors, tag execution timing
  • Tag Managers: Preview mode, debug console, version comparison
  • Proxy Tools: Charles Proxy, Fiddler for mobile app debugging
  • Postman/cURL: API endpoint testing and payload validation

AMC Query Diagnostics

  • AWS CloudWatch: Query execution logs, timeout errors, resource consumption
  • AMC Instance Manager: Query status, execution history, data source availability
  • SQL Validators: Syntax checking tools before submitting expensive queries
  • Result Set Inspection: Sample outputs to verify schema and data quality

Escalation & Communication

When to Escalate

  • Tag issues persist after implementing documented fixes
  • Attribution discrepancies exceed 20% variance without clear explanation
  • Platform-wide reporting delays exceed 24 hours
  • AMC queries consistently fail despite optimized SQL
  • API integrations return persistent error codes

Amazon Support Channels

  • Campaign Manager Support: Basic troubleshooting for Sponsored Products/Brands/Display
  • Amazon Advertising Support: Technical issues requiring engineering escalation
  • Account Team: Strategic guidance for managed advertisers
  • Developer Support: API and integration technical assistance

Documentation Templates

Issue Report Template

Issue: [Brief description]
Affected Properties: [Campaign IDs, tag IDs, account numbers]
Timeframe: [When issue first observed]
Business Impact: [Revenue/metric affected]
Steps Taken: [Troubleshooting performed]
Reproduction Steps: [How to replicate]
Screenshots/Logs: [Attachments]

Status Update Template

Status: [Investigating/In Progress/Resolved]
Last Updated: [Timestamp]
Root Cause: [Known/Under investigation]
Mitigation: [Temporary workarounds]
Resolution Timeline: [ETA or unknown]
Next Steps: [Action items]

Preventive Maintenance

Regular Health Checks

  • Schedule weekly reviews of tag firing rates and conversion volumes
  • Monitor daily for significant metric drops or anomalies
  • Validate tracking implementation after website deployments
  • Test tags in staging before production releases
  • Review Amazon Attribution data freshness and completeness

Automated Monitoring

  • Configure alerts for conversion event volume drops exceeding 25%
  • Set up notifications for API error rate increases
  • Monitor tag load times and success rates via real user monitoring
  • Track AMC query failure rates and execution costs
  • Alert on budget pacing anomalies or delivery issues

Documentation Practices

  • Maintain runbook of resolved incidents with root causes and fixes
  • Update tag implementation documentation after changes
  • Version control for tag configurations and custom scripts
  • Document known platform quirks and workarounds
  • Archive historical performance data for trend analysis

Continuous Improvement

  • Conduct post-incident reviews for major issues
  • Identify patterns in recurring problems
  • Prioritize permanent fixes over repeated manual interventions
  • Share learnings across teams through regular knowledge sharing
  • Build reusable testing scripts for common validation scenarios
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