Conversion Tracking: Pixel or S2S Postbacks

Conversion tracking allows you or your advertisers to track the effectiveness of a campaign, by logging the actions visitors have made after clicking an ad. Examples include signing up for an account, purchasing a product or downloading a file. This article describes how you can track conversions via your AdGlare ad server portal. Briefly, there are two methods to set up conversion tracking:
  • using a Conversion Pixel
  • implementing a S2S Postback script
Conversion tracking can be enabled via the Conversions tab on the Campaigns page. See here below.

Conversion Pixel: the easy way

This method works by adding a line of HTML code to the 'Thank you' page when the conversion has been made. It loads an invisible pixel, allowing AdGlare's ad serving engines to identify the visitor and log the conversion. Therefore it's also known as pixel tracking, client-side tracking or cookie-tracking. It's the most simple way of implementing conversion tracking. However, it fully relies on a cookie set in the visitor's browser. If that cookie is lost or expired, no conversion can be logged.

S2S Conversion Tracking: the accurate way

A better way is to implement a postback script at your (advertiser's) back-end. This script would ping AdGlare's endpoint with a unique identifier when a conversion has been made. Based on that identifier, the visitor and his click can be traced back and the conversion logged. If enabled, all Landing URLs of that campaign will get a key/value pair appended: It's then up to you or the advertiser to store the received agcid variable somewhere (like in a database), and assign it to that specific visitor (like by IP address). The word "agcid" stands for AdGlare Conversion ID. The endpoint URL can be generated via your ad server portal on the page Settings => Conversion Manager. You could consider to give each advertiser his own endpoint, for discretion, and white-list the server's IP address accordingly.

Now, when a conversion has been made, re-fetch the agcid variable from your database, and call the endpoint like in the following example:
If all is done correctly, the endpoint will respond with the word "OK". Yes, he has more things to do so he keeps it short. Note that a single agcid can be processed only once. You'll still get an "OK" message, but the conversion will simply not be logged more than once.

Measuring ROAS

The magic metric! Or the most valuable metric in the industry... You call it. AdGlare calculates the Return On Ad Spend based on the conversion value and the campaign spend. For each campaign, enter the campaign spend in your default currency (usually USD). Then, upon conversion, tell us the value of that conversion by appending the key/value pair &conv_value=*** to your Pixel or Endpoint URL. Example for a $100 conversion:

If you would like to discuss further technical details, feel free to contact us.

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