A source tag is a URL parameter that you can add to any Store page
URL when you are using it as the landing page for your advertising and marketing activities.
When a customer visits your Store using a URL that contains the tag, we automatically
detect that the tag is in the URL, and we attribute the visit and any resulting metrics to
that tag. We then categorize this information for you by tag name in Stores insights, giving
you greater granularity of metrics by source.
You can create a tag manually or using the recommended tag creation tool available in
To create a tag using our tag creation tool:
Go to Stores.
Click View Insights of the Store that you want to tag.
Click Create source tag available on the top right of the dashboard.
Select the destination Store page from the drop-down.
Enter your tag name.
Copy the page link with your added tag.
Use the link you created with the relevant ad or marketing campaign.
To create a tag manually:
Copy the Store URL that you would like to use, and paste it into a location where you
can edit it. A Store can be navigated using more than one type of URL, but only the
following URLs are supported with tags:
A vanity URL, e.g., https://www.amazon.com/<your store
A URL that starts with https://www.amazon.com/stores/<your store
Note: If the Store URL that you copied has an existing “?”, delete anything after the
Define the name of the tag that you’d like to add:
Use only numbers, letters, dashes, spaces, and underscores in your tag name. Do not
use any other special characters.
Limit the tag name length to 20 characters.
Create the tag channel=tag-name. Example: if the tag name is
SummerDresses, the tag will be ?channel=SummerDresses.
Note: Use only the lower case “channel” for the parameter. Upper case, e.g., "Channel", is
Add the tag to the end of the Store URL, without any spaces.
If you’re using your Store as the landing page for a campaign that you’re creating with a
third-party source, be sure to enter the tag in the format they request. For example, they
might ask you to enter only part of the tag. Check the URL that they generate to make sure
it matches the tagged URL provided by Stores insights. This helps to ensure that your URL
is correctly tagged so you won’t miss out on the associated data.
There is no limit to how many tags you can create, and tags do not expire. However, there
is a limit as to when tagged sources are shown by individual tag in Stores insights:
Only the top 100 tags by visitors for the time range viewed will be broken down in
Only tags that meet a minimal number of visits in the time range viewed will be broken
down in insights.
Data collected from tags that do not meet the above criteria will be aggregated under
Tags are not supported with Sponsored Brands campaigns.
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