Dorado + Amazon Marketing Cloud: Full-Funnel Sales Attribution That Actually Closes the Loop

Most advertisers don’t have an “ad performance” problem. They have an attribution gap.

They can see:

• what they spent,
• what they served,
• what got clicked,

…but they can’t reliably connect upper-funnel exposure (Streaming TV, online video, audio, display) to downstream actions (product views, add-to-carts, purchases, repeat buying, and even cross-campaign lift) in a way that’s consistent enough to scale.

That’s exactly where Amazon Marketing Cloud (AMC) shines—and where Dorado becomes the accelerator.

What AMC really unlocks (and why it matters for full-funnel)

AMC is a privacy-safe clean room designed for historical, event-level analysis across Amazon Ads signals (impressions, clicks, purchases) with the ability to run custom SQL queries, incorporate first-party inputs, and even create deployable audiences from insights you uncover.

In practical terms, AMC lets you stop treating each campaign like a silo and start answering the questions that actually drive growth:

• Which upper-funnel messages are producing mid-funnel engagement that later turns into sales?
• What does the path to conversion look like across ad types and placements?
• How do results change when you stop using default last-touch logic and apply a model that matches your buying cycle?

Amazon has also pushed AMC toward more flexible attribution through custom attribution analysis—including attribution models (first-touch, last-touch, equal-weight, position-based) and a lookback window up to 28 days.

That’s the foundation for true full-funnel measurement.

The problem: AMC is powerful, but it’s not “push button”

AMC gives you the ingredients, but most teams still struggle with:

• inconsistent campaign structure and taxonomy (making analysis messy),
• slow, manual activation workflows,
• and the gap between “insights found” and “changes made.”

This is where Dorado steps in not as a replacement for AMC, but as the operating layer that makes AMC measurement usable at speed.

How Dorado powers full-funnel sales attribution inside AMC

1) Clean activation = clean measurement

Attribution breaks when campaigns are launched with inconsistent naming, targeting logic, or creative grouping. Dorado is built around pre-built campaign templates, best-practice automation, and real-time performance visibility, so your activation stays structured as you scale.

That matters because AMC analysis is only as good as the consistency of the inputs you feed it.

2) Dorado reduces friction so attribution keeps up with spend

Traditional Amazon DSP operations can involve delays, approvals, and manual trafficking. Dorado’s thesis is speed—helping teams go live in hours, not days.

Why that matters for full-funnel attribution:

• faster launches = more controlled tests,
• more controlled tests = clearer AMC readouts,
• clearer readouts = confident budget shifts across the funnel.

3) Dorado connects your stack so sales attribution isn’t trapped in a dashboard

Dorado is positioned as an open architecture platform “built to integrate,” including connections to attribution tools and CRM systems, enabling advertisers to connect more of the funnel and optimize faster.

AMC explicitly supports combining Amazon Ads signals with first-party insights for cross-channel journey analysis.
So the practical play is:

• use Dorado to keep DSP activation structured and integration-ready,
• use AMC to analyze the full journey with Amazon signals + your first-party data,
• then push learnings back into audience strategy and media decisions.

4) Dorado makes advanced attribution models actionable (not theoretical)

Default reporting tends to overweight lower-funnel tactics. AMC custom attribution was built to fix that—so you can compare cross-campaign contributions and apply models that better reflect consideration cycles and upper-funnel influence.

Dorado’s role is to operationalize this: when your campaigns are templatized, your execution is repeatable, and your performance visibility is faster, you can actually run attribution experiments (first-touch vs. position-based vs. equal-weight) and then make budget decisions without weeks of analysis lag.

What “full-funnel sales attribution” looks like in the real world

Here’s what teams typically build with Dorado + AMC:

• Conversion path reporting: the sequences of exposures (CTV → display → retargeting) that correlate with purchase
• Model comparisons: last-touch vs. position-based to quantify upper-funnel contribution
• Longer lookbacks: capturing earlier touches for longer decision cycles (up to 28 days)
• Audience refinement loops: AMC insights → new segments → deployed back into activation workflows

And the compounding benefit is this: the more structured your activation, the more trustworthy your AMC measurement becomes—and the more confidently you can fund the top and middle of the funnel without “hoping” it works.

The bottom line

AMC is where full-funnel attribution becomes possible—because it’s built for event-level, privacy-safe analysis across Amazon Ads signals with customizable attribution logic and first-party interoperability. (

Dorado is what makes it practical—by speeding activation, enforcing structure through templates and automation, and enabling integrations so insights don’t die in a report.

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