Closing the gap between high-performing social campaigns and what gets measured within Amazon Attribution
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Furbo, the #1 bestselling AI-powered pet camera, allows pet owners to see, speak to, and treat their pets remotely. The company encountered this marketplace challenge during a Prime Day campaign designed to drive traffic to its Amazon storefront.
Strong Engagement, But Conversions Didn’t Add Up
Furbo
However, when the team reviewed results inside Amazon Attribution, the data told a different story. Sales, add-to-carts, and product detail page views appeared lower than expected relative to the strong click-through performance. The campaign was clearly generating interest and qualified traffic, but the conversion data didn’t reflect that reality.
As Furbo’s Digital Marketing Manager, Jenn Jones, analyzed the results, it became clear that the issue wasn’t demand. The question was what was happening after the click.
Understanding the Mobile Journey During Prime Day
To better understand the experience, Jenn tested the journey herself across multiple social platforms. She observed that links typically opened within the platform’s in-app browsing experience. In this environment, the Amazon app did not automatically open, and she was instead directed to a mobile web experience where she was asked to log in.
Like many shoppers, as a consumer, Jenn typically leaves that flow to open the Amazon app directly to search, browse and complete the purchase. At that moment, the connection between the original click and the final purchase was no longer measurable.
This behavior is a natural part of how mobile environments are designed. At the same time, consumers increasingly expect to move seamlessly between apps. During high-intent shopping moments like Prime Day, even a small additional step in the journey can lead shoppers to switch into the Amazon app manually, making it more difficult to maintain a continuous, measurable path to purchase.
The Problem: Friction in the Consumer Journey
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Like many shoppers, they often chose to leave that flow and open the Amazon app directly to search for the product and complete their purchase, which was affecting the measurement of the campaign.
Furbo realized the experience didn’t align with how customers actually want to shop. Most users naturally prefer the Amazon app and will switch to it if the journey doesn’t take them there directly, or abandon their shopping journey in that mobile moment.
This behavior helped explain why campaign performance appeared lower than expected in reporting. The issue wasn’t demand, but how the customer journey was being completed outside of the original measurable path. This insight became a turning point in how the team approached both optimization and measurement.
The Insight: Customers Were Ready to Convert
As the team evaluated the journey, a key insight emerged: the issue was not a lack of intent, but a matter of how users were being routed from one app to another. The Furbo marketing team needed more control over the post-click user experience.
URLgenius links enabled the Furbo team to easily create campaign links that opened the Amazon app after the click, making it easy for their audience to view product details, add-to-cart and convert.
Furbo realized that their customers were already primed to purchase within the Amazon app. The opportunity was to ensure that the end-to-end experience from social ads to the Amazon app was aligned with how users naturally prefer to shop on mobile, with no login friction in between.
The Solution: Creating a Seamless App-to-App Experience
To better align the customer journey with user behavior, Jenn implemented URLgenius, the platform designed to create deep links that open apps directly from social media and other “off-site” channels while preserving Amazon Attribution data.
Using URLgenius required no engineering work or changes to campaign structure. Jenn simply entered her existing Amazon Attribution links into the platform, generated deep links, and replaced the URLs in her Prime Day ads.
URLgenius enabled Furbo to create a seamless app-to-app experience that opened the Amazon app directly from Meta ads while maintaining attribution, which was visible at the link level in Furbo's Amazon Ads Console.
With this update, shoppers were able to move seamlessly from social media into the Amazon app, landing directly on the intended product pages without additional steps.
The Results: 300% Increase in Measurable Conversions
The impact was immediate. By enabling a more seamless transition into the Amazon app, Furbo began capturing a more complete view of customer behavior and campaign performance.
Within a short period, the team saw a 300% increase in measurable conversions. Add-to-cart activity increased by more than 200%, while product detail page views rose by over 150%, and stronger signals were fed into Amazon’s systems for retargeting and optimization. Conversion performance began to align more closely with the strong click-through rates observed at the start of the campaign, confirming that the issue had been measurement and not conversion from social media.
As the original, patented app linking solution designed for marketers, Furbo was able to see results quickly. URLgenius app links passed attribution to the Amazon app, ensuring that all downstream conversions, web or app, were correctly recorded to unlock conversion and measurement previously lost in the standard mobile web flow.
These gains were driven not only by increased demand, but by accurately capturing conversions that had previously occurred outside of the measurable path.
Extending Performance with Branded Links
In addition to improving measurement and conversion flow, Furbo also used URLgenius to create branded deep links using its own domain, such as app.furbo.com/amazon. This approach reinforced brand consistency and increased trust across social campaigns, giving shoppers greater confidence in the links they were clicking.
Over time, branded links also supported broader discoverability and visibility across emerging AI-driven and search-based environments, where trusted, brand-owned URLs are increasingly prioritized.
What This Means for Amazon Sellers
Furbo’s experience highlights an important consideration for Amazon sellers, particularly during high-traffic events like Prime Day. When campaigns generate strong engagement but reported conversions appear lower than expected, the gap may lie in how users transition from social platforms to the Amazon app.
Ensuring a seamless path into the app—aligned with how users naturally browse and shop—can improve both conversion rates and measurement accuracy. Without that alignment, even high-performing campaigns may not fully reflect their true impact.
Try It for Your Next Campaign
Amazon sellers can evaluate this approach quickly using their existing links. By generating a deep link from an Amazon Attribution URL and testing it within a social app environment, it becomes easy to see how the experience changes when the Amazon app opens directly.
For teams preparing for Prime Day or other key campaigns, this simple adjustment can help ensure that more of the customer journey is both optimized and measurable—providing a clearer picture of performance and a stronger foundation for scaling.
The Bottom Line
Furbo not only increased demand during Prime Day, they uncovered and captured conversions that were already happening. By aligning the mobile journey with how customers prefer to shop, they were able to unlock more accurate measurement and significantly improve reported performance.
For Amazon sellers, that distinction can make a meaningful difference in how campaigns are evaluated, optimized, and scaled.
FAQ
Does URLgenius Instant App Linking support marketplaces around the world?
Yes. URLgenius can support Instant App Linking with attribution across global marketplaces and commerce platforms worldwide, helping brands, publishers, creators, and affiliate marketers create seamless mobile shopping experiences while improving conversion and performance.
How can I track conversions from social media ads to marketplaces like Amazon?
First, create Amazon Attribution links to measure performance from social and other off-site channels. Second, update your Amazon Attribution link with URLgenius and simply promote the URLgenius link. By using URLgenius to convert those links into deep links that open the Amazon app while preserving attribution parameters, sellers can capture a more complete view of conversions.
Why do my social media ads drive traffic but show low conversions in Amazon Attribution Console?
This often happens when users move between mobile environments, such as switching from a social app into the Amazon app manually. URLgenius maintains a continuous path by opening the Amazon app directly from the original click, allowing more measurement of conversions, add-to-carts, and product detail page views which you’ll see in your Amazon Ads Console.
How do I get my Amazon links to open directly in the Amazon app from social media?
URLgenius enables sellers to create app deep links using their existing Amazon Attribution URLs. URLgenius links for Amazon are designed to open directly in the Amazon app to the right screen (store, product, etc.) while passing the attribution tags. URLgenius deep links can be used in social ads and posts without requiring any app development or SDK integration.
What is the best way to improve Amazon Attribution accuracy for mobile users?
Using URLgenius will ensure that Amazon Attribution links that open within the Amazon app can help preserve attribution data and reduce drop-off in the customer journey. This results in more complete measurement and better alignment between campaign performance and reported conversions.
How can I increase measurable Amazon sales during Prime Day campaigns?
During high-traffic events like Prime Day, use URLgenius deep links to maximize performance by creating a seamless path from social ads into the Amazon app. This not only improves the shopping experience, but also ensures more conversions are captured and attributed correctly.
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