Conversion Tracking
Conversion tracking is a tool that shows you what happens after a customeruser clicks on your advertisementEskimi -ad: whether they purchasedbought your product,something, signed up for your newsletter, orup, filled outin a form toor receiveinstalled moreyour information.app. By tracking conversions, you will be able to know which campaigns, sites, or apps bring you business. This helps you invest more wisely in the best ones and boost your return on investment (ROI).
Eskimi DSP can provide these enhanced metrics by implementing a conversion tracking pixel on your side. The conversion pixel is a tiny (1x1 pixel) transparent image.
A variety of things can be tracked:
Websites
What it means: track when a customer completes an action on your website. This could be, for example, making a purchase, signing up for a newsletter, clicking a button, or any other valuable action a customer can take on your website.
Apps
What it means: track when a customer installs your app or completes an in-app action, such as a purchase.
Phones
What it means: track when a customer calls you from a phone number in your ads or from a phone number on your website, or when they click your phone number on your mobile website.
Imports
What it means: track when an ad click leads to a conversion in the offline world, such as a sale in your office or over the phone. To do this, you’ll import your conversions into Eskimi DSP by uploading a file or transmitting data through our API.
The conversion tracking process works a little differently for each conversion source, but for each type besides offline conversions, it tends to fall into one of these categories:
You add a conversion tracking tag, or code snippet, to your website or mobile app code. When a customer clicks on your ad from selected Eskimi DSP sites, or when they view your video ad, a temporary cookie is placed on their computer or mobile device. When they complete the action you defined, our system recognises the cookie (through the code snippet you added), and we record a conversion.Some kinds of conversion tracking don’t require a tag. For example, to track phone calls from call extensions or call-only ads, you use a Google forwarding number to track when the call came from one of your ads, and to track details like call duration, call start and end time, and the caller's area code.
Once you’ve set up conversion tracking, you can see datawhich 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 conversionswhere the conversion happens:
| 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. |
Main and Custom Conversions
You can track one main conversion and several custom conversions, for yourexample campaigns,"purchase" adas groups,the ads,main conversion and keywords."add Viewingto thiscart" or "newsletter sign-up" as custom ones. All of them appear in reports. Auto-optimisation (CPA) works on the main conversion only.
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.
Where to Find the Setup Guides
- Eskimi Tracking Pixel - Introduction & Implementation
- s2s (Server to Server) Tracking
- Mobile measurement partners & Eskimi
- 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 canby helpcampaign, youcreative, understandsite howand yourapp.
Set helpsup youtracking achievebefore importantlaunch, goalsand forchoose yourthe business.main conversion carefully: it is the one CPA auto-optimisation works on.