Conversion Tracking

Add the conversions you want to track with the tactic on the Conversion Tracking tab in the Tactic Editor.

To add conversions:

  1. Go to the Tactic Editor:

    1. Select Main Menu [] > Campaigns.
    2. Select a campaign, then open the media plan.
    3. From the tactic's Options [], select Edit.
  2. Select Conversion Tracking.

  3. Click Add [] next to the conversions you want to track with this tactic. They appear under Conversions on the right.

    Note: If you haven't created the pixels you need, click Create conversion pixel and create them. You can include up to 50 conversions per tactic.

Primary Conversions

When you add multiple conversions for a tactic, you can set some of them as primary conversions to identify which ones are most important.

By default, your tactic's performance stats show data for all conversions combined. Setting primary conversions allows you to separate the statistics for those conversions from the rest , allowing you can make informed optimizations throughout the tactic's run and gain deeper insights into the tactic's performance.

If you set multiple primary conversions, they are all included in the primary conversion statistics.

To make conversions primary:

  1. Go to the Conversion Tracking tab in the Tactic Editor.

  2. For each conversion added to this tactic, you'll see an option labelled Primary. By default, this is set to off. Hover over Off, then click the pencil icon to edit it.

  3. Click Off, then select On.

  4. Select On.

  5. Click anywhere else in the Tactic Editor to close the menu and apply your change to the converison.

Primary Conversion Metrics

When you set primary conversions for a tactic, the statistics grids include metrics for the primary conversion as well as for all conversions combined.

In Analytics, when you're viewing DSP tactics, customize the columns to include these metrics:

  • Primary Conversions: All primary click-through and primary view-through conversions (Primary CTC + Primary VTC).

  • Primary CTC: Primary click-through conversions. All primary conversions recorded after a user clicked an ad.

  • Primary eCPA: Primary effective cost per acquisition. Total Spend / Primary Total Conversions

  • Primary VTC: Primary view-throuhgh conversions. All primary conversions recorded after a user saw an ad but didn't click through.

When you optimize a tactic by domain, select these metrics:

  • Pri click: All primary click-through conversions

  • Pri eCPA: Primary effective cost per acquisition

  • Pri view: Primary view-through conversions

  • Pri total: The sum of all primary click-through and primary view-through conversions

See Customizing Columns in Analytics for more information.

Conversion Settings

Click Conversion Settings to set the lookback window for click-through and view-through conversions, as well as to access deduplication settings. These settings apply to all conversions added to the tatcic.

Setting Explanation

Clickthrough Conversions Lookback Window

The maximum number of days that can elapse between a click and a conversion for the conversion to still be counted.

Viewthrough Conversions Lookback Window

The maximum number of days that can elapse between an impression and a conversion for the conversion to still be counted.

If an impression happens after a click, the DSP will still count the conversion as a clickthrough conversion if it is within the lookback window, as clicks are a stronger signal.

Value viewthrough conversions at

Some advertisers may have determined that they value viewthrough conversions at a lower value than clickthrough conversions. Setting a value of less than 100% will discount the revenue associated with a view-through conversion accordingly. 

For example, if your conversion has revenue of $10 associated and the view-through conversion valuation is 50%, we will count only $5 of revenue.

Deduplication

How do you want multiple conversion events to be handled? 

The default setting is appropriate under most circumstances. If a conversion pixel is triggered more than once within two minutes, the DSP only counts one conversion. This balances the chance of accidental repeat fires (for example, if a user refreshes the page) with the possibility of multiple conversion events happening (for example, if a user makes a second purchase in the same day). However, you may also apply more or less restrictive counting settings as you prefer.

Audience Capture

Tactics can attribute the conversions that have been counted by the tactic to an audience. See Audience for details.

Cross-Device Conversion Attribution

If the tactic has cross-device support enabled, conversions can be tracked if a user is served an ad on one device, but then makes the conversion on another device. See Cross-Device Support.