Reporting conversions

Setting up conversion tracking

Read here if you need to set up conversion tracking (trackers and their configuration, integration of trackers etc.). Read below if you need to generate reports on conversions.

Conversions in campaign overview

Conversions in campaign overview

If conversion tracking is active for the given campaign, the two columns Conversions and Rate display current conversion data.

Limitation

Conversion data in campaign overviews is only available for insertions with a conversion target (e. g. deliver the insertion until 5,000 conversions are reached - see screenshot below).

Conversions in campaign reports

Conversions in campaign reports

Click on Reports in the top navigation bar

  • Select the Advertiser, Campaign and Insertion
  • Select the tracker(s)
  • Under Select a report template, select Customized report
  • Select a Detail per item (e. g. Per insertion or Per creative)

Under Tracker details, choose from the following metrics:

  • Use tracker date - displays the date when the tracker tracked the conversion
  • Total number of conversions (post-impression and post-click) - displays the sum of Number of post-impression conversions and Number of post-click conversions
  • Sum and average of values for all conversions (post-impression and post-click) - displays the total of all values and the average for all conversions; only relevant when using trackers with measured value - more details here
  • Number of post-impression conversions - displays the number of conversions which were attributed to an impression (last event)
  • Sum and average of values for post-impression conversions - displays the total of all values and their average for post-impression conversions; only relevant when using trackers with measured value - more details here
  • Number of post-click conversions - displays the number of conversions which were attributed to a click (last event)
  • Sum and average of values for post-click conversions - displays the total of all values and the average for post-click conversions; only relevant when using trackers with measured value - more details here
  • Post-click conversion rate compared to the number of clicks - compares the post-click conversions with the clicks
  • Post-click conversion rate compared to the number of impressions - compares the post-click conversions with the impressions
  • Display way-points - displays the waypoints (read more about way-points here)

Conversions in Global network statistics

Go to Reports > Global network statistics

  • Set appropriate filters (e. g. filter a specific advertiser)
  • Next to Calculation mode, select the appropriate metrics (Post-impression data, Post-click data etc.). For more details about the individual metrics, see above under Conversions in Campaign reports)
Conversions in Global network statistics

Tracker log extracts

Tracker log extracts

In addition to reports in the user interface, you can retrieve tracker extracts. This is a csv file with raw data for each conversion, including all the logged details (value, reference etc.). You can import these extracts into third party tools (e. g. an analytics tools for data visualization, data mining etc.)

To get these tracker extracts, you need a user name and a password to access the extract on Smart AdServer's FTP server. Please get back to your support contact, who will set it up for you.

To request an extract:

  • Go to Administration > Extract tracker logs
  • On the Extract trackers tab (1), select the Advertiser, Campaign and tracker (2)
  • Select the Period (3)
  • Click Confirm the request (4)

Retrieve the extract file (csv) from the FTP server using the user name and password you received from your support contact.

Note: Be prepared to wait some time until the extract shows up in the FTP folder.

Conversion path report

Overview

The conversion path report allows you to assess the effectiveness of websites and channels.

You can also define customized attribution models and test their impact. This is done by assigning weights to individual channels and/or event positions. For instance, you can test if a higher weight of a specific channel would yield better results. As a result, you may decide to invest more into this channel.

Keep in mind: The conversion path is only available if it has been enabled for the tracker (read here for more details).

Configuration

Configuration

Go to Reports > Conversion path

(1) Tracker selection - Select the Advertiser, Tracker and Campaign
(2) Period - select the period to be covered in the report
(3) Event types - select the Event types to be reported (Clicks, Impressions or Both)

(4) Weight - assign weights to channels and/or the position of events in the conversion path

  • Elements - choose from Per channel, Per site or Per channel and site; Per channel means "Per Insertion type"; the Insertion type can be defined in Administration > Types of insertion; you can assign one Insertion type to each insertion
  • Channel weight - Balanced means that each channel (Insertion type) has the same weight (the weight is: "1"); Customized displays a list of all channels with fields for the weight of each channel
  • Position weight - allows you to assign weights to the position of the event (impression or click) in the conversion path; Correlated event is the event to which the conversion is attributed when applying the "Last event attribution model" (attribution is explained here); Last only is for the last event before the conversion; Balanced assigns the same weight to each event position; Customized allows you to assign weights to the First event, Last event or Other (any event position, except the first or the last).
  • Display second table - used to display an additional table with different configuration (useful to test assumptions and compare results)

Click Calculate (5) to display the conversion path report

Example 1 - Per channel

Example 1 - Per channel

For each Channel (1), the table above shows:

(2) the number of Events (i. e. impressions and/or clicks), which occured in the channel
(3) the channel's effectiveness (share in %) when no weighting is applied
(4) the channels effectiveness (share in %) when considering the defined weights
(5) the resulting number of conversions (generated by the events in each channel)

Example 2 - Event combination

Example 2 - Event combination

From the table above you can conclude that:

  • the effectiveness stays at around 10%, no matter if there were 2, 3 or 4-5 impressions
  • 6 to 10 impressions is highly effective: it accounts for 41.26% of all conversions

Example 3 - Time since first event

Example 3 - Time since first event

The table above shows that

  • a total of 2,457 conversions occur within the first 24 hours after the first event (1)
  • additional 3,110 conversions (2) occur between day 1 to day 5 after the first event

Conversion path extracts

Conversion path extracts

In addition to conversion path reports in the user interface, you can retrieve raw conversion path extracts. This is a csv file which contains raw logs of users' conversion paths. You can import these extracts into third party tools (e. g. an analytics tools for data visualization, data mining etc.)

To get these conversion path extracts, you need a user name and a password to access the extract on Smart AdServer's FTP server. Please get back to your support contact, who will set it up for you.

To request an extract:

  • Go to Administration > Extract tracker logs
  • On the Extract conversion paths tab (1), select the Advertiser, the tracker and (optionally) enable Distribution per conversion (2)
  • Select the Period (3)
  • Click Confirm the request (4)

Use your FTP credentials to retrieve the extract.

Note: Be prepared to wait some time until the extract shows up in the FTP folder.

tracer traceur cpa

Was this article helpful?
0 out of 0 found this helpful
Powered by Zendesk