# Conversion Tracking

Conversion tracking shows what happens after a user clicks your Eskimi ad: whether they bought something, signed up, filled in a form or installed your app. By tracking conversions you can see which campaigns, creatives, sites and apps bring results, and optimise towards them.

### Ways to Track Conversions

Eskimi DSP offers three ways to track conversions, depending on where the conversion happens:

<table id="bkmrk-where-the-conversion"><thead><tr><th>Where the conversion happens</th><th>Method</th><th>How it works</th></tr></thead><tbody><tr><td>Website</td><td>Eskimi conversion pixel</td><td>A small piece of code placed on the page or action you want to count, e.g. the purchase confirmation page or a sign-up button. When a user who clicked your ad completes the action, the pixel fires and the conversion is recorded.</td></tr><tr><td>Your own server, CRM or app backend</td><td>S2S (server-to-server) postback</td><td>Eskimi adds a unique click ID to the landing page URL. Your system stores it and sends it back to Eskimi when the conversion happens.</td></tr><tr><td>Mobile app (installs and in-app events)</td><td>Mobile measurement partner (e.g. AppsFlyer, Adjust)</td><td>The partner attributes installs and in-app events to Eskimi clicks and sends them to Eskimi DSP.</td></tr></tbody></table>

### Main and Custom Conversions

You can track one main conversion and several custom conversions, for example "purchase" as the main conversion and "add to cart" or "newsletter sign-up" as custom ones. All of them appear in reports. Auto-optimisation (CPA) works on the main conversion only.

<p class="callout info">CPA auto-optimisation needs the Eskimi conversion pixel (or an S2S postback) to be in place before the campaign starts, so the system has conversion data to learn from.</p>

### Where to Find the Setup Guides

- [Eskimi Tracking Pixel - Introduction &amp; Implementation](https://manual.eskimi.com/books/eskimi-pixels/page/eskimi-tracking-pixel-introduction-implementation)
- [s2s (Server to Server) Tracking](https://manual.eskimi.com/books/eskimi-pixels/page/s2s-server-to-server-tracking)
- [Mobile measurement partners &amp; Eskimi](https://manual.eskimi.com/books/mobile-measurement-platforms/page/mobile-measurement-partners-eskimi)
- [Troubleshooting Eskimi Tracking &amp; Conversion Pixels](https://manual.eskimi.com/books/eskimi-pixels/page/troubleshooting-eskimi-tracking-conversion-pixels)

### Summary

Track website conversions with the Eskimi conversion pixel, conversions in your own systems with an S2S postback, and app installs and in-app events through a mobile measurement partner. Conversions then show in Eskimi DSP reports by campaign, creative, site and app.

Set up tracking before launch, and choose the main conversion carefully: it is the one CPA auto-optimisation works on.
Where the conversion happens	Method	How it works
Website	Eskimi conversion pixel	A small piece of code placed on the page or action you want to count, e.g. the purchase confirmation page or a sign-up button. When a user who clicked your ad completes the action, the pixel fires and the conversion is recorded.
Your own server, CRM or app backend	S2S (server-to-server) postback	Eskimi adds a unique click ID to the landing page URL. Your system stores it and sends it back to Eskimi when the conversion happens.
Mobile app (installs and in-app events)	Mobile measurement partner (e.g. AppsFlyer, Adjust)	The partner attributes installs and in-app events to Eskimi clicks and sends them to Eskimi DSP.