You can either reach out to your Partner Manager for the pixel script or follow the instructions to get the pixel script from PMC.

Instruction	Screenshot
Select Library from the left-pane and choose Pixel Tag.
Click Setup the Pixel.
Click on Create Event. – Enter the Event Name. – Click on Count as a Conversion checkbox to enable attribution. – Optionally, add a Conversion Value to attribute a dollar value to the conversion.
Copy base script
Copy event script.
Select the Conversion Count: – Count one conversion: Recommended for sign-up, lead generations and other conversions where only first interaction is valuable. – Count all conversions: Recommended for purchase, where all conversions are valuable.

This section provides information about deploying Perform Media pixel via Google Tag Manager. Following are the steps for Google Tag Manager integration:

Instruction	Screenshot
Click on New in the Tags section.
Click on Tag Configuration and select Custom HTML as tag type and paste the base pixel code.
Click on Trigger Configuration and select Page View, which fires on All Page Views.
Below is how the tag looks. Name it as “Base Pixel” and save it.
To create an event-specific tag, create a new tag in the same way as above steps 1 and 2, and enter the event code.
Click on Tag Sequencing under Advanced Settings. Check the box near Fire a Tag before and then select Base Pixel (created in step 4) from the dropdown.
Add a suitable trigger. For example, if you want to fire this event when a button with ID Purchase is clicked on, create a trigger.
Select Click – All Elements, then Some Clicks under fires on. Select Click Id, Contains, and enter the ID of click element ( In this case, Purchase).
In case you want to add an event pixel as a ‘Page View’ event: Set the trigger on a ‘Page View’. Here you will be able to add a Page URL that you want to add an event pixel on (as shown in the screenshot below). You should create the event tag mentioned in Step 5,6,7 and add the new ‘Page View’ trigger created in this step to that event tag.
In the case of using the GTM variable in the pixel script:  Let’s say the GTM variable name is “transaction value”, please add the GTM variable with two curly braces as shown below:
Save and publish your changes.

Below are the steps to generate a conversion report in SA360.

1. Login into SA360 using the link with your credentials.
   Link: https://searchads.google.com/ds/cm/cm
2. Select the agency, advertiser, and engine account for which the conversion report has to be generated and click Apply.

3. Select the date range for which the schedule needs to be set. We recommend setting up a schedule with the last 7 days data.
4. Now click on the download icon as highlighted in the below screenshot, and some newly opened checkbox list should be visible on scrolling for downloading or scheduling the report.

5. Scheduling the report:

1. Select the Schedule Report option from the list and enter the below details.

1. Report Name: “Offline Conversion Ingestion – #AdvertiserName”
2. Scope: (Recommended option: Current Scope)
3. File format: As per the screenshot
4. Columns: Select any option available from the dropdown list

2. Now scroll down to select the report types. There must be a checklist available. Select the Conversions and Visits option from the checklist available and untick the Advertiser’s box, which is selected by default.

3. Adding the delivery information
   Delivery Email Address: conversions@performmedia.com
   Timezone: Select the TZ as per your account.

4. Select the “Include this file as an attachment option and then click the Schedule Button to schedule the report.

Sharing the Details with account strategist

Along with the following information, share the report and the event information with your Account Strategiest.

• • A downloaded example report.
  • A complete list of floodlight events counted as conversions and their corresponding weight.
  • The report sender’s email address
  • The Email subject for the scheduled report. Please use “Offline Conversion Ingestion – #AdvertiserName”
  • Any conversion logic, rules, or modifications that need to be applied to report ingestion.

To import offline conversions into the Perform Media reporting interface, please follow the steps below.

Prerequisites

Prior to ingesting the 1st file for an advertiser, complete the following:

1. Determine the Email Address and Subject Line file will be submitted under: The system recognizes the sender’s conversion email address using Address and Subject line (Typically, it will be “Offline Conversion Ingestion – Perform Media”). This is a one time process. Please work with your Perform Media Partner Manager to define the subject line and email address.

2. Provide Conversion Ingestion file specifications: Specify the list of columns that are to be included in the file and share with your Perform Media Partner Manager.

3. Logging of ClickID : Confirm with your Partner Manager if they are passing the ClickID information in the landing URL for that to be logged at the advertiser’s end.

Create Conversion Ingestion File

The conversion Ingestion file is “Comma delimited” csv file with columns as defined below (See Sample File).

Important: The column headers are Case Sensitive.

Create Conversion Ingestion File and share with Perform Media Product Team to confirm that the required settings are in place. Once you have received approval, send the file to conversions@performmedia.com. It will be ingested automatically.

Please note that after emailing the conversion ingestion file, it may take 1-2 hours for those conversions to appear in the reporting interface.

Notes

De-duplication:

• The system automatically deduplicates against the same clickID/event combination. 

Alerts & Notifications:

• Internal users can choose to receive a daily email notification listing line upload successes and failures (e.g. duplicate clickID/event combinations).

Questions & Support:

• For questions regarding conversion tracking via Other Methods, please contact your Partner Manager.

Conversion Tracking with Perform Media Console (PMC) can be used to measure the effectiveness of your campaigns against your business goals. Business goals like product purchase, form submits or page views within your website can be tracked as conversions.

SETTING UP CONVERSION TRACKING

Conversion Tracking can be set up via:

• Universal (Client-Side) Pixel: Enable conversion tracking along with goal optimization & audience data via executing simple Javascript code snippets on your website.
• Server to Server (S2S): Send conversion information via their own servers or a 3rd party service by using Postback pixels.
• Google Analytics Integration
• SA360 Integration
• Other (Adobe, Server/Client combo etc.): Perform Media also offers tracking implementation solutions for various custom requirements. Contact your Partner Manager to learn how we can satisfy your needs.

We recommend the Universal Pixel solution to take maximum advantage of tracking capabilities. Below are some of its advantages.

• Easy implementation via any Tag Manager platform.
• Ability to create custom audiences and retargeting segments.
• Automatic integration with PMC autobidder for ROAS and CPA goal optimization. 
• Tracking in real time for ROAS and CPA goal optimization.
• No impact on page performance or SEO ranking.
• GDPR and CCPA complaint. Supports Do Not Track (DNT) functionality.

You may choose to do conversion tracking without installing the PMC pixel. This can be done via Server-side pixel (S2S pixel) tracking.

The option is typically used when you do not have access to the source code advertiser website or for conversions that happen on 3rd party platforms (for example mobile downloads on the play store).

In the server-side pixels, the pixel is fired from your servers and does not need to be placed on the webpage.

 

IMPLEMENTATION OF S2S TRACKING

Please log into PMC via campaigns.performmedia.com and follow the below instructions.

Instruction	Screenshot
1. Set up a tracking URL parameter for the Perform click ID via the Advertisers section.
2. This tracking parameter will be added to all the destination URLs. You must retrieve the value of the tracking parameter on your website (from the destination URL). This will be required in step 3.	http://advertiserLandingPage.com/?performclickID=271635467313254765
3. When a conversion event occurs, the following postback URL can be fired from your servers. Please modify the highlighted portions of the URL based on the definition below.	https://c.pmsrv.co/v2/sscvr?akey=#AdvertiserKey&cid=#clickID& event=#eventname

 

POSTBACK URL PARAMETERS

Following are the parameters supported in the Postback URL.

Kindly provide your Partner Manager with the following to ensure a smooth setup process:

• Parameter to pass #clickID#
• IP ranges of the server(s) making the conversion call, so we can whitelist the same on our servers

Features of the Perform Universal Pixel :

• Can be easily implemented on your website via tag managers like Google Tag Manager and Tealium.
• Loads asynchronously without affecting page performance or SEO ranking.
• Compliant with CCPA and GDPR. Supports Do Not Track (DNT) functionality.

DEPLOYING A CLIENT-SIDE PIXEL

PREREQUISITES

Before you set up a conversion tracking pixel, ensure that you have the following prerequisites.

• Valid credentials for the Perform Media Console (PMC) to copy the pixel script. You can alternately reach out to your Partner Manager for the pixel script.
• Access and editing rights of your web page/tag manager install the pixel.

COPYING THE PIXEL SCRIPT

You can either reach out to your Partner Manager for the pixel script or follow the instructions here to get the pixel script from PMC.

DEPLOYING THE SCRIPT

The below instructions are for the manual setup of pixel code on your website. Checkout the instructions to install the pixel via Google Tag Manager, please contact your Partner Manager for assistance.

The PMC pixel script can be divided into 2 portions.

BASE SCRIPT

The PMC base script must be placed in the header section of your website on every page.

Step 1: Create an engine in SA360

Follow these steps to create an engine in SA360 if you have not yet created an Engine Account for Perform Media.

NOTE: If you are using an engine type created prior to the introduction of Search Ads 360 engine track accounts, first create engine account type: “Other engines,” then create and add placeholder keywords in the engine account. 

1. Navigate to the advertiser that will contain the engine account.
2. Click the Engine accounts tab.
3. Click New ▼ and select Other engines. The settings panel for the new engine account appears.
4. Name the account.
   • Choose a name that will allow you to identify the account. Enter up to 100 characters. Example: Perform Media
   • If you have a naming convention in other systems (e.g. Google Ads manager accounts, billing), we recommend using the same convention to simplify auditing and billing. 
5. Optional. Select a date in the Launch Date field.
   • Choose a date that is meaningful to you, such as the date you linked the account. Search Ads 360 does not use this date for reporting or syncing.
6. Enter engine settings as described below.
7. Click Save.
   • The new engine account appears in the engine account table and will be available under Account in the account navigation bar.

Step 2: Generate clickserver URLs in SA360

There are 2 options for generating clickserver URLs in SA360. (Note: If you have existing campaigns with clickserver URLs already set up in PMC, you can skip this step. Ask your account strategist if you are unsure.)

Option 1: For partners who already have an established campaign structure they want to replicate in PMC, please export your clickserver urls and share them with your Partner Manager. That team member will add the to PMC with the identical structure. 

Option 2: For partners who would prefer that Perform Media create your campaign structure, please view and export the clickserver URLs in social or engine track accounts (see screenshots below) and send them to your Partner Manager. Your Partner Manager will use your campaign structure and the clickserver URL to create your campaigns in PMC, then send you the bulk file. Refer to the bulksheet provided by your Partner Manager to create a similar structure in SA360. 

• Sample File: You may refer to this file to add Campaigns, Ad groups and Keywords in SA360. 
• The SA360 platform generates the clickserver URLs once keywords are added..

1. Navigate to an advertiser or lower scope.
   
   
2. In the left navigation pane, click Uploads.
   
3. Click the Search or Engine track tab

4. In the reporting table, find the row with the file that contains the uploaded campaigns.  Click the Download File link in the Next Steps column.

5. Open the downloaded file. The clickserver URL is in the Link column. Send this report to your Partner Manager.

Step 3: Schedule conversion reports from SA360 for ingestion into PMC

1. Log into SA360. You will be redirected to the Google account login if the existing primary account does not have access to SA360.  Select the account and enter the credentials to log into SA360.
2. Select the agency, advertiser, and engine account the conversion report is being generated for. Click Apply.
3. Click the download icon (highlighted in screenshot below) and select the report type as Conversion from the newly opened option set.
4. Choose to download or schedule a report.

• • For a one-time download: Select Download Report. The report will be generated and saved to your device. 
  • Scheduling a recurring report.
    • Select the Schedule Report option from the list.
    • Scroll down to select Report Type (Conversions). Once the report type is selected, provide the following information:
      • Report Name – “Offline Conversion Ingestion – #AdvertiserName”
      • Scope – Recommended option: Current Scope
      • File format
      • Columns – Please list all.
      • Scheduling frequency –  Recommended option: Daily
      • Email Address – Delivery email address should be conversions@performmedia.com
      • Timezone
        
    • Select the Include this file as an attachment option and then click the Schedule button.

Step 4: Share report information with your Partner Manager

Please provide the following to your Perform Media Partner Manager once you have completed the steps above:

• A downloaded example report. 
• A complete list of floodlight events counted as conversions and their corresponding weight.
• The report sender’s email address.
• The Email subject for the scheduled report. Please use “Offline Conversion Ingestion – #AdvertiserName”
• Any conversion logic, rules, or modifications that need to be applied to report ingestion. 

Appendix

Refer to the links below for additional information about generating conversion reports.

Search Ads 360 Conversions reports (Google)

Conversions and Visits report (Google)

SA360 Bulk Upload Template (Google)

To Add visits data to Conversions reports from SA360, select “Visits” from the “Include types” options:

You can connect your Perform Media Console (PMC) and Google Analytics accounts with PMC to automatically receive relevant conversion data. Your conversion data is immediately available for campaign optimizations. Follow the step- by-step guide below.

Tracking Parameters Setup in PMC

In order to identify every Unique Click where the Conversion has occurred, PMC needs to append a unique identifier called ClickID to destination URL. Please check with your Partner Manager if they have added a clickID macro under any of the supported UTM Parameters.

Key-Value Pair Example:

utm_term ={clickID}

Here is the link for all the UTM parameters supported by GA. In case all of them are already utilized, you can append the ClickID under any of the existing parameters following the below syntax.

Example : Case when the keyword was already being passed under utm_term and you want to pass ClickID along with the Keyword.

utm_term = {Keyword}_{ClickID}

Sample Destination URL:

https://anytracking.com/search/1

Final Destination URL:

https://sampleexample.com/tracking?utm_term ={clickID}

google analytics setup 

Below are the steps for both GA4 and Universal Analytics Integration. Depending upon your property ID, you can identify which type of property you have. Universal Analytics property IDs start with UA and end with a number (UA-XXXXXXXXX-1). Google Analytics 4 property IDs have only numbers (XXXXXXXXX).

If your Property type is GA4, you can refer to Section A for GA4 Integration, or Section B if you have data flowing into Universal Analytics.

Section A: GA4 Integration

1. Login to your Google Analytics Account. Link: analytics.google.com

2. Navigate to the Admin Section of the Google Analytics Dashboard.

3. Click on Property Access Management.

4. Add a New User by clicking on the + icon and then click on the Add Users Option.

5. Copy the email address below and paste it into the Email Address Bar.

Email: performmedia@perform-media-reporting-354212.iam.gserviceaccount.com

6. In the Roles and Data Restrictions section, select the Viewer Role and click on the Add button.

1. From the Google Analytics newly created view, select View User Management.

2.  Click + to add a new user.

3. Enter the email address below for your API user and provide viewer.

Email: performmedia@perform-media-reporting-354212.iam.gserviceaccount.com

Step 3: Send Data To Perform Media

1. From the same view, select the View Settings Tab and note the View ID.

Requirement Summary

• The advertiser needs to share the View ID in case data is being logged under Universal Analytics or Property ID in case Google Analytics 4 is being used.
• Dimension Details in which PMC ClickID is being stored.
• Measures corresponding to the conversion count or value which is considered as Goal on the advertiser front.