Setting up conversion tracking

Overview

Conversion tracking allows you to track the success of campaigns in terms of leads, purchases in online stores etc.

You can assess the efficiency of channels, websites, creatives etc. and see which generate most conversions. For instance, you can report how many users who viewed the ad on a specific website actually purchased a product in a store.

Attribution

An attribution model defines, which event(s) prior to the conversion is/are considered decisive (relevant) for the conversion. An attribution model is a more or less complex rule stating how to assign credit to the individual actions/interactions which contributed to the conversion.

Smart AdServer uses two attribution models:

Last event attribution

Any conversion is attributed to the last event (which preceded the conversion). The last event is either an impression (post-impression conversion) or a click (post-click conversion).

Note: Impressions between the last click and the conversion are ignored; such conversions are considered post-click conversions

 

Customized event attribution

In this model, the conversion path is stored (the last x impressions and/or last x clicks before the conversion). In the conversion path report you can assign credit to channels, event position etc. (either after or during the campaign). This is done by assigning weights to channels, websites etc.
Read here for more details about conversion path reports.

Creating a tracker

To use conversion tracking, you first need to set up a tracker. This is a piece of code to be integrated on the page where the conversion occurs. If the conversion to be tracked is a purchase in an online store, you would insert the tracker into the check-out page ("Thank you for your purchase!").

To create a tracker:

  • go to the Campaigns tab (1)
  • select the advertiser from the list, for whom you need to set up the tracker
  • click on the red tracker icon (2)
  • click Create a tracker (3)
Creating a tracker

Configuring a tracker

Overview

Overview

(1) Name - the tracker's name, which will be displayed in reports
(2) Tracker type - choose from Web, Mobile Web or Mobile application; Important note: you cannot track conversions across web/inApp (e. g. a conversion on the web which originated from a click in an app cannot be tracked)
(3) Deduplication type - makes sure that multiple tracker calls originating from the same user are only counted once
(4) Conversion Path - conversion path reporting for custom attribution of conversions (read here for more)
(5) Measured value - used to attach additional details to a tracker and report the details
(6) Subtrackers - used to call third party trackers when Smart AdServer's tracker is called
(7) Maximum correlation - defines the maximum time between the last event (impression or click) and the conversion
(8) Way-points - used to define and track multiple points on the way towards the conversion

Deduplication type

The deduplication type defines how to deal with duplicates (multiple conversions from the same user). Choose from Per day, Per hour, Per minute or Per transaction

Examples
Per day:
multiple conversions from the same user during one day will only be counted once.
Per transaction: multiple conversions from the same user will only be counted once if the transaction ID is identical and if the conversions are less than 5 minutes apart; for "per transaction" deduplication, a transaction ID must be passed (mandatory); see below: Parameters and placeholders in trackers

Conversion path

If enabled, the conversion path (customer journey) is tracked and will be available in conversion path reports. By default, the last 10 impressions and last 10 clicks are taken into account. If you need more than the last 10, get back to your service contact to set it up.

For more about conversion path reports, read here.

Tracker without measured value

Use Tracker without measured value if you need to track and report the total amount of conversions without any details.

For instance, you can use a tracker without measured value to track newsletter registrations. In the reports, you would see which insertions, creatives etc. performed best in terms of registrations.

Tracker with measured values

Tracker with measured values

Use Tracker with measured values to attach details about each conversion and report it. Replace the placeholder [value] by the details you wish to attach (see below: Parameters and placeholders in trackers).

For Calculation, use Sum and average (1) for numeric values or Distribution by values (2) for text values.

 

Example 1: Purchases in an online store

  • For Name, enter "Purchases"
  • For Unit, enter "Euro-Cents"
  • Tell the webmaster to replace the placeholder [value] in the tracker by the Euro-Cent value, each time the tracker is called.

Example 2: Multilingual newsletter registration

  • For Name, enter "Newsletter language"
  • For Unit, enter "Language Code"
  • Tell the webmaster to replace the placeholder [value] in the tracker by the language code, each time the tracker is called (e. g. "EN" for English, "FR" for French etc.)

Subtrackers

Subtrackers

With the Subtrackers feature, you can make third party systems track conversions whenever Smart AdServer tracks a conversion. Simply paste the third party tracker (conversion tracking code) into the text field. There is no need to integrate the third party tracker directly into the web page.

Use the Delivery page setting to define, under which conditions to fire the third party tracker code. Always activated fires the pasted subtracker each time Smart AdServer's tracker is fired. Alternatively, select a specific website/page. This fires the pasted subtracker only for conversions where the last event (impression or clicks) occured on the specified website/page.

Maximum correlation

The maximum correlation is the time between the correlated event (last event) and the conversion. For both clicks and views, the maximum is 720 hours (= 30 days).

Example - Impression max. correlation: 48 hours
If a user's last view (impression) is now, but the conversion occurs 50 hours from now, this conversion will be considered invalid and ignored in reports.

Way-points

Trackers with way-points provide more details about the steps the users go through on the way to the conversion.

Example: online store, where users

  1. select a product
  2. put the product into the basket
  3. enter their credit card number
  4. buy the product

For this example, you can use 3 way-points for the steps 1. to 3. And you can use the actual tracker for the last step (buy the product). The reports will provide insight, at which steps users aborted the purchase process (drop-out rate).

Enabling conversion tracking in campaigns

Enabling conversion tracking in campaigns

To count conversions, you have the enable the option Follow-up on post-view and post-click activity in each campaign. If the option is disabled, the conversions occuring as a result of the given campaign will not be counted!

Integrating the tracker code

Smart AdServer's trackers are designed to be integrated on the web page permanently.

There is no need to create and integrate trackers for every single campaign. If conversion reporting is not needed for a specific campaign, simply disable the option Follow-up on post-view and post-click activity for this campaign (see above).

To integrate the tracker, place the code within the <body></body> tags of the HTML page - preferably at the bottom of the page.

Parameters and placeholders in trackers

Web trackers

Example: web tracker with measured values, 2 waypoints

Tracker

 <!-- SmartAdserver Tracking Begin -->
<!-- Web tracker with measured values, 2 waypoints -->
<!-- Tracking with script -->
<SCRIPT type="text/javascript">
sas_tmstp=Math.round(Math.random()*10000000000);
document.write('<img src="http://diff.smartadserver.com/track/pix2.asp?83499;22714;'+sas_tmstp+';[value];[transactionid];[reference]" width=1 height=1 border=0></img>');
</SCRIPT>
<NOSCRIPT><img src="http://diff.smartadserver.com/track/pix2.asp?83499;22714;123456;[value];[transactionid];[reference]" width=1 height=1 border=0> </img></NOSCRIPT>
<!-- SmartAdserver Tracking End -->

 Way-point 1

<!-- SmartAdserver Tracking Begin -->
<!-- Way_point 1 -->
<!-- Tracking with script -->
<SCRIPT type="text/javascript">
sas_tmstp=Math.round(Math.random()*10000000000);
document.write('<img src="http://diff.smartadserver.com/track/pix2.asp?83499;22715;'+sas_tmstp+';0;[transactionid];[reference]" width=1 height=1 border=0></img>');
</SCRIPT>
<NOSCRIPT><img src="http://diff.smartadserver.com/track/pix2.asp?83499;22715;123456;0;[transactionid];[reference]" width=1 height=1 border=0> </img></NOSCRIPT>
<!-- SmartAdserver Tracking End -->

Way-point 2

<!-- SmartAdserver Tracking Begin -->
<!-- Way_point 2 -->
<!-- Tracking with script -->
<SCRIPT type="text/javascript">
sas_tmstp=Math.round(Math.random()*10000000000);
document.write('<img src="http://diff.smartadserver.com/track/pix2.asp?83499;22716;'+sas_tmstp+';0;[transactionid];[reference]" width=1 height=1 border=0></img>');
</SCRIPT>
<NOSCRIPT><img src="http://diff.smartadserver.com/track/pix2.asp?83499;22716;123456;0;[transactionid];[reference]" width=1 height=1 border=0> </img></NOSCRIPT>
<!-- SmartAdserver Tracking End -->

 

Placeholders

  • [value] - to be replaced by a numeric value or a text value (string); see above: tracker with measured value)
  • [transactionid] - to be replaced by a unique ID for each conversion, mandatory for Deduplication type: By transaction (see above: Deduplication type)
  • [reference] - to be replaced by any string identifying a conversion (product ID, product name etc.)

Mobile web trackers

Example

<!-- The <img> tag in the noscript section could be used as a standalone for pixel tracking in a "no JS environment"-->
<!-- SmartAdserver Tracking Begin -->
<!-- Mobile web tracker -->
<!-- Tracking with script -->
<SCRIPT type="text/javascript">
sas_tmstp=Math.round(Math.random()*10000000000);
document.write('<img src="http://diff.smartadserver.com/h/tp?advid=83499&trcid=22711&val=&transid=&ref=&uid=&tmstp='+sas_tmstp+'" width=1 height=1 border=0></img>');
</SCRIPT>
<NOSCRIPT><img src="http://diff.smartadserver.com/h/tp?advid=83499&trcid=22711&val=&transid=&ref=&uid=&tmstp=123456" width=1 height=1 border=0></img></NOSCRIPT>
<!-- SmartAdserver Tracking End -->

Parameters

  • val= - used to pass the conversion's value (see above: Tracker with measured value)
  • transid= - used to pass a unique ID for each conversion, mandatory for Deduplication type: By transaction (see above: Deduplication type)
  • ref= - used to pass any string identifying a conversion (product ID, product name etc.)

Mobile app trackers

 Example

/*
 SmartAdserver Tracking
 Tracker name : Mobile app tracker
You can trigger trackers using the following URL:
 http://diff.smartadserver.com/h/tp?advid=83499&trcid=22718&val=&transid=&ref=&uid=&tmstp=123456
Note that you can provide the uid (with that name) in POST values.
In that case, the uid parameter passed in POST overrides the uid parameter in the query string.
*/

Parameters

  • val= - used to pass the conversion's value (see above: Tracker with measured value)
  • transid= - used to pass a unique ID for each conversion, mandatory for Deduplication type: By transaction (see above: Deduplication type)
  • ref= - used to pass any string identifying a conversion (product ID, product name etc.)
  • uid= - user id, Apple/Android advertising ID
  • tmstp= - random value for cache busting

Trackers in secure environments

Trackers can be used in secure environments (SSL). Before integrating the tracker, replace each http by https in the tracker code.

Reporting conversions

Click here to learn how to report Conversions.

tracer traceur cpa

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