Introduction to
Conversion Tracking
Conversion tracking is an essential part of advertising. By doing
conversion tracking, you will be able to see how many sales, leads or
installs you are getting from these campaigns and get an accurate
picture of the profitability from ExoClick's traffic.
What are the advantages of
conversion tracking?
Aside from being able to measure the responsiveness of the traffic
and assess the revenue from your campaigns, conversion tracking
also allows you to enable additional features that can help you
optimize your campaigns:
● Smart Bid: With conversion tracking, you can enable Smart Bid
pricing model, which allows the system to optimize your bidding
based on the profitability of the targeted traffic.
● Bidder:: With conversion tracking, you can enable Automatic
Bidding Optimization in your Bidder algorithms, as well as set up
Blocking Rules based on conversions.
● Variation Optimization: If you are running CPM campaigns, you
can enable Variation Optimization so as to send the majority of
traffic to the variation that generates the most conversions. This
way you increase the user engagement and improve your
exposure.
The steps on how to enable Conversion Tracking will be explained on
the next page.
Conversion Tracking
In the Campaigns > Conversion Tracking tab, you can create
Conversion Goals to track the performance of your campaigns. These
goals allow you to track your customer's progress and actions through
your funnel (e.g. reaching a landing page, sign-up, sale).
Before choosing a conversion tracking method, make sure to create a
Conversion Goal first. The steps to create a Conversion Goal are the
same for both methods.
Creating a Conversion Goal
In the Conversion Tracking tab, click on the New Conversion Goal
button. The form to create a new conversion contains the following:
● Name: The name of the conversion goal.
● Conversion type (compulsory): The type of offer you are
promoting. You can choose from the following options:
○ App Install
○ Lead - Single Opt In
○ Lead - Double Opt In
○ Multiple Conversions Types - Use this option if you plan to
use the same goal for multiple offers.
○ Subscription - Carrier Billing
○ Subscription - Credit Card
○ Purchase - Carrier Billing
○ Purchase - Credit Card
○ Purchase - COD (Cash On Delivery)
○ Website Interaction
○ Other
● Conversion Value: The payout of the conversion. Used to
determine the Revenue, Profit and ROI (Return on Investment) of
the campaigns that use this goal in their funnel. You can choose
from the following options:
○ No Value No amount will be associated with the goal when
logged.
○ Fixed: A fixed amount provided by you will be associated
with the goal when logged.
○ Dynamic: A dynamic amount will be associated with the
goal when logged.
● Count: How many times the same conversion can be counted in
your statistics. You can choose between two options:
○ One conversion: Conversions are unique and can be called
only once.
○ Every conversion: Every conversion will be counted if called
multiple times.
● Conversion Window: The amount of time after an ad interaction
during which a conversion will still be associated to that
campaign. The available values in the dropdown are:
○ 12 hours
○ 24 hours (default)
○ 2 days
○ 3 days
○ 7 days
○ 30 days
○ 90 days
○ Custom (Accepting integers from 1 to 90 days)
● Order: The place in which this goal's results will be displayed in
regards to the other goals in your account. For example, if you
set the order as 2, this Conversion Goal will be displayed second
(from left to right) in the Conversions Panel from your
Campaigns List and your Statistics.
Note: If you set up multiple goals with the same Order, the oldest goal
will be placed first in the order of statistics (from left to right).
Once you have selected all the settings for this Conversion Goal, click
Create. Every Conversion Goal you create in your account has a
unique ID which will be used to associate the user action to the
corresponding Goal.
After creating the goal, you will be able to choose the Conversion
tracking method you wish to use for this goal. We offer two ways of
conversion tracking:
● Conversion Tracking API - S2S (Recommended)
● Pixel Tracking
Important Update on Conversion Tracking
The domain used for postback URLs has changed to [Link]
Please make sure your tracking is set up accordingly to ensure
seamless operation.
Using Conversion Tracking API -
S2S (Recommended)
The recommended option for conversion tracking. Used to notify
ExoClick's servers from your tracking solution or affiliate platform
whenever a conversion is made.
Under the Tracking Manuals section, in the sidebar from this
documentation, you will find the steps to set up Server to Server
tracking with some of the most common tracking software tools in the
industry. If your tool is not in this list or you are using a custom
solution, please follow the steps below:
Step 1: Adding the {conversions_tracking}
token to your Campaign URL
In order to notify the conversion to our server, you will need to get the
{conversions_tracking} string from your campaign (often known as
Click ID or External ID). To do this, access your campaign settings
and, in the Step 2 - Ads page of your campaign, click the +Add Tokens
button next to your campaign URL:
From there, select {conversions_tracking}. Your landing page should
look like the following:
None
[Link]
ersions_tracking}
Note: Make sure to preceed this token with the appropriate parameter
to identify Click IDs or External IDs. In this example, we used the
parameter exotracker as an example. The real parameter you must
use to define {conversions_tracking} will depend on your server or the
tracking solution you have.
When a customer clicks on your ad, we will populate this conversion
tracking token with a unique ID. You will need to store this ID for
reference when calling the Postback URL. Here is how the unique ID
looks like:
None
ooddNHNPXHRbHNNU7TG9yZW0gaXBzdW0gZG9sb3Igc2l0IG
FtZXQsIGNvbnNlY3RldHVyIGFkaXBpc2NpbmcgZWxpdC4gV
ml2YW11cyBub24gb2RpbyBtYXNzYS4gRG9uZWMgZGlnbmlz
c2ltIGJsYW5kaXQgdmVsaXQgYXQgZWdlc3Rhcy4=
Note: the unique ID from {conversions_tracking} has a minimum
length of 150 characters and a maximum of 700 characters. Make
sure you are able to receive and return the complete string.
Step 2: Calling the Postback URL
You can get the Postback URL from your Conversion Goal in the
Conversions tracking tab from the Admin Panel, after choosing
Conversion Tracking API - S2S as your tracking method. Our
Postback URL has the following structure:
None
[Link]
XXXXXXXX
When a user in your funnel generates a conversion, your server will
have to perform a HTTP GET call to this Postback URL. Make sure
that you replace the XXXXXXXXX value with the unique ID generated by
the {conversions_tracking} token in your campaign every time a new
conversion is generated in your offer.
If your Conversion Goal has Dynamic value, make sure to add
&value=YYYYYYY to your Postback URL, where YYYYYYY is the
monetary value of your offer. If you are promoting an affiliate offer,
please double-check with them what token you should use to pass
payouts.
None
[Link]
XXXXXX&value=YYYYYYYYYY
Postback URL responses
When your server calls our Postback URL, it can get one of the
following responses:
Response Meaning
OK The request is OK. Conversion has been
registered
ERROR: This A conversion for this
conversion has conversions_tracking ID has already been
already been registered and cannot be counted again.
notified and This happens only with Conversion Goals
saved. that Count "One Conversion".
ERROR: Tag is The format of the conversions_tracking ID
invalid! is not correct.
ERROR: No tag The conversion_tracking ID is missing.
data.
ERROR: Goal ID is The format of the Goal ID is not correct.
invalid. Goal IDs are 32 characters of
hexadecimal (0-9, a-f).
ERROR: No Goal The tag or Goal ID is missing.
ID.
ERROR: The postback URL has been called
Conversion outside the Conversion Window.
window is not
respected.
Here are some example error Postbacks:
● ERROR: Tag is invalid!
None
[Link]
755467c2593d194005&tag=ooddNHNPXHRbHNNU7
● ERROR: No tag data.
None
[Link]
57&tag=
● ERROR: Goal ID is invalid.
None
[Link]
ersions_tracking}
● ERROR: No Goal ID.
None
[Link]
ons_tracking}
Using Pixel Tracking
If you select Pixel tracking as your tracking method, you will get a
pixel tracking script which you can copy-paste in the website you want
to track. Our pixel tracking script looks like the following:
None
<!-- START Goal Tag | Test Goal -->
<script type="application/javascript"
src="[Link]
data-goal="XXXXXXXXXXXXXXXXX"></script>
<!-- END Goal Tag | Test Goal -->
If the Conversion Goal has Dynamic value then you will see an extra
parameter as data-value in order to provide the dynamic monetary
value:
None
<!-- START ExoClick Goal Tag | dynamic goal -->
<script type="application/javascript"
src="[Link]
data-goal="XXXXXXXXXXXXXXXXXXXXX"
data-value="{conversion_value}"></script>
<!-- END ExoClick Goal Tag | dynamic goal -->
Click Copy to copy this script, so you can paste it onto the relevant
pages on your site. Make sure to paste the code in the <body> tag of
your site.
For best results, consider creating multiple Pixel goals so as to track
the various steps of your campaign funnel. Here is an example set up
you can try:
● Pixel n°1 on your main landing page.
● Pixel n°2 on your product checkout page.
● Pixel n°3 on the "thank you" page after the purchase has been
made.
Insights regarding pixel tracking and type-in
traffic from video campaigns
Currently, the In-Stream video ads support better conversion tracking
by using a tracking pixel because it allows tracking type-in* traffic.
Type-in traffic is traffic generated by a visitor when they type your
brand or site name on their browser and they end up visiting your
website. When a user watches the video advert for at least 10
seconds (which is the minimum amount of time to generate a video
view), we drop a cookie that will allow your campaign to identify the
user, should he/she visit the URL that contains the tracking pixel.
Therefore, the tracking pixel should always be present on the
targeted page, not only to identify users coming from ExoClick traffic
but also traffic coming from other sources. This allows for a
conversion to be tracked even when a visitor manually visits your
promoted page shortly after seeing the ad, without actually clicking on
this advert directly.
Important Update on Pixel Tracking
The domain used for pixel tracking has changed to [Link]
Please update your tracking setup accordingly to ensure seamless
operation.