Conversion Tracking

May 3, 2021

 

 

 

Setting up Conversion Tracking

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

Conversion Tracking can be set up via:

  • Client-Side Pixel: Enable tracking via executing a code snippet on the browser
  • Server to Server (S2S): Enable tracking via firing a postback pixel through your server

 

Conversion Tracking via Client-Side Pixel

Features of the Perform Pixel tag:

  • 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.

 

 

How it Works

On a conversion event, a JavaScript code snippet placed on your website relays the signal to Perform servers to record a conversion. The snippet derives the click context to allow PMC to attribute the conversion to a user ad click. The diagram below details the attribution mechanism.

 

 

 

 

 

 

 

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 to copy the pixel script.
  • Access and editing rights of your web page/tag manager to paste the pixel script.

 

Copying the Pixel Script

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

Instruction

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.

Screenshot

 

 

 

 

 

 

Downloading Event Pixels

You can download all the event pixels by clicking on the Download Events button above the events table. An excel file with the Base script, all the Event scripts, Conversion weight, and Conversion values for all events will be downloaded.

 

 

Deploying the Script

The below instructions are for the manual setup of pixel code on your website. If you plan to set up the pixel via Google Tag Manager, please refer to the respective section: Deploy Perform Media Pixel via Google Tag Manager

The PMC pixel script can be divided into 2 portions.

 

 

 

Base Script

The script loads the PMC pixel library, which allows for the event script to be executed. The PMC base script must be installed on every page where you want to record conversions.

Important Note: This is a sample script and should not be used for deployment. Please use the script from the pixel library on the console.

 

 

Event Script

The event script can be fired post the conversion event. For example, after events like Form-Submit, Add to Cart, or Purchase.

Important Note: This is a sample script and should not be used for deployment. Please use the script from the pixel library on the console.

 

 

Parameters

The event script contains an optional JSON object parameter section that supports the following properties.

Property Name Property Format Property Description
dnt Boolean Do not Track property can be set to true to prevent the script from collecting any data on the user.
weight Float Weight is an optional parameter typically used to attribute partial conversions.
payout Float It indicates the $ value of the conversion.
transactionId String A custom, reportable id against conversions. For example, order-reference numbers, form reference numbers could be used.
cid String Perform media Click id to record the conversion against an ad click.

 

Examples of Code Deployment

The base script could be placed in the header of your website to fire every page load.

Important Note: This is a sample script and should not be used for deployment. Please use the script from the pixel library on the console.

 

 

 

Pixel Testing

Please follow the below steps to test your deployment.

Instruction Screenshot
  • Navigate to the Library option from the left-hand side menu on the Console

 

  • Click on Pixel (Client-Side)
  • Click on Test Your Pixel.
* Test your pixel shows all the pixel requests received by the PMC servers. These should not be treated as valid conversions.

 

 

 

 

 

Domain Change

In case when the domain changes within the conversion journey, for eg: your landing page domain is xyz.com and conversion happens on abc.com, make sure all the macros present in the initial landing URL are present in the new domain. For accurate conversion tracking, it is important to have a Perform Click ID (macro {clickId}). For affiliate marketing use-cases, where the offers are dynamic and the domains change frequently, we recommend using conversion tracking via Server side pixel (more details in the next section).

 

 

 

 

 

 

Conversion Tracking via Server-Side Pixel

 

You can optionally 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.

 

 

How it Works

The following flow diagram depicts the workflow of Server-side Conversion Tracking.

 

 

 

 

 

 

Implementation of S2S Tracking

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

 

Instruction

Admin Instructions:

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.

 

 

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.

Screenshot

 

 

 

 

Postback URL Parameters

Following are the parameters supported in the Postback URL.

 

Parameter Name Mandatory Description
event Yes It contains the event name for all the actions where the conversion pixel is placed.
weight No The conversion weight can have any value between 0-1.
cid Yes This parameter must contain the Perform click Id generated on ad clicks.
py No If you have a variable payout offer, pass the payout value of each conversion in this parameter.
akey Yes The advertiser key unique to your account and shall be provided by your account manager.
datetime No

The Date and Time at which the call was made for the conversion. Note that this time will be considered in UTC.

Sample Format: 

&datetime=2020-12-22T09:10:30+04:00

or

&datetime=2020-12-22T05:10:30Z

Where Z means UTC.

 

Kindly provide your account 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 on our servers

 

Appendix

This section provides information about deploying Perform Media pixel via Google Tag Manager.

 

 

Deploy Perform Media Pixel via Google Tag Manager

Following are the steps for Google Tag Manager integration:

 

Instruction

  1. Click on New in the Tags section.

 

 

 

 

2. Click on Tag Configuration and select Custom HTML as tag type and paste the base pixel code.

 

 

 

 

 

3. Click on Trigger Configuration and select Page View, which fires on All Page Views.

 

 

 

4. Below is how the tag looks. Name it as “Base Pixel” and save it.

 

 

 

 

 

 

5. 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.

 

 

 

 

6. 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.

 

 

 

 

 

 

7.  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.

8. 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).

 

 

9. 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.

10.  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:

11. Save and publish your changes.

Screenshot