For Sponsored Products, Amazon will attribute sales to the day of the click.
This means if you have 100 clicks on August 1st, over the next 1-2 weeks, whenever a sale is made from this, Amazon will update the sales data for this particular day. That's why Sponsored Products Automation works with attribution settings and will wait a couple of days until they make their assessment.
For Sponsored Brands, Amazon will attribute the sales to the day of the order.
This means if you have 100 clicks on August 1st, the resulting sales will show on the reports on each day that the sales were made.
What does this mean for Sponsored Brands Automation?
Rules can act immediately based on yesterday's data. That's why we made the default attribution time for Sponsored Brands Automation 1 day.
Sales for a single day might result from any click in the last 2 weeks. If you had a bid change in the last 2 weeks, you cannot know if it resulted from a click before or after the change.
For new campaigns, the sales data might be too low as it is not profiting from the full 2 weeks of clicks. There are higher thresholds during this time.
For smaller budgets or products that tend to be bought after some time of consideration, it might be advisable to increase the threshold, e.g. wait more clicks, days, etc. before rules trigger.
If you stop your campaigns, you might end up with an ACoS of 0 even though you had sales, as the sales drop in from the previous clicks.
For complete guide, please visit The Guide to Sponsored Brands Advertising in Sellics.