Whenever we have a guest, we aim for the best, and this episode is no exception. Mansour Norouzi, Director of Advertising and Partner at Incrementum Digital, joins the show to break down Amazon’s new “Top Conversion Paths” report.

This tool, now available in the Amazon Advertising Console, helps sellers understand how customers interact with different ad types before making a purchase.

Mansour and Mike discuss how this data can reveal hidden touchpoints, challenge traditional last-click attribution, and reshape how advertisers allocate their budgets.

We’ll see you in The PPC Den!

🦡 Highlights ​​

• 00:00 – Intro
• 02:37 – Conversion paths overview
• 05:31 – Customer journey
• 08:36 – Last-click issues
• 11:31 – Multi-touch attribution
• 14:10 – Future attribution models
• 28:10 – Brand comparison
• 32:16 – New-to-brand sales
• 36:40 – Data discrepancies
• 40:11 – Outro

• 🦡 GET AD BADGER ➡️

• Where to find Michael, Michael Erickson Facchin

• Where to find Mansour, Mansour Norouzi

• Incrementum Digital

• What is the SKU Economics Report and How It Boosts Amazon Ads?

• How Can I Best Use The Search Query Performance Report?

• What Brand Halo? The Sponsored Brands Attributed Purchase Report

• How Do I Identify and Handle Duplicates in Amazon Search Term Report?

• 3 Filters to Use Weekly in Your Search Term Report on Amazon

• 📚 Unlock our FREE comprehensive Amazon Marketing Playbook

• Subscribe to our newsletter

• Transform your workflow with our comprehensive Amazon Advertising checklist

• Review all our show notes

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Host and Executive Producer: Michael Erickson Facchin

Guest Co-Host: Mansour Norouzi

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video and Audio Editor: Pedro Moreno