Conversion Tracking

Add Conversions

Choose the conversions you want to track in the tactic.

If you haven't created the pixels you need, click Create conversion pixel and create them now.

Note: You can include up to 50 conversions per tactic.

Primary Conversions

When you set multiple conversions for a tactic, you set a primary conversion to choose which of the tactic's conversions is the most important.

Your tactic statistics keep you up to date on how conversions perform throughout the tactic. By default, statistics show data for all conversions combined. If you choose a primary conversion, you also see data for the primary conversion alone. You can use this information to make more informed optimizations throughout the tactic and gain deeper insight into the tactic's performance.

Setting a Primary Conversion

When you set up conversion tracking for a tactic, set Primary to On.

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

Primary Conversion Statistics

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

In DSP Optimize view, you can enable these metrics:

  • pri click: primary click-through conversions
  • pri view: primary view-through conversions
  • pri total: all primary click-through and primary view-through conversions added together
  • pri eCPA: Cost per primary conversion

On the Domain optimization tab, you can enable these metrics: 

  • Pri click: primary click-through conversions
  • Pri view: primary view-through conversions
  • Pri total: all primary click-through and primary view-through conversions added together
  • Pri eCPA: cost per primary conversion

Conversion Settings

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.


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.

Settings apply to all selected conversions.

Audience Capture

Your tactic can capture the conversions that have been attributed to the tactic into an audience. See Audience for details.

Cross-Device Conversion Attribution

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