Conversions: S2S Tracking (Server-to-Server) or Pixels
Written by: Stephen
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: https://advertiser.com/?agcid=fTFndnZ..... 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, Session).
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, 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" and a HTTP 200 status code.
Logging the same conversion twice
By default, a single unique agcid can be processed only once. If the same agcid is send more than once,
the endpoint will still response with "OK", but the second conversion is simply not logged.
This behavior can be overriden via the Deduplication Policy when setting up the tracker.
Customizing the agcid variable name
The standard variable name "agcid" (AdGlare Conversion ID) can be renamed. You can do so when setting up the Tracker.
AdGlare can calculate the Return On Ad Spend based on the total conversion value and the campaign spend.
Calculating this metric is especially useful in case you're an advertiser.
On the page Campaigns => Conversions, enable 'Calculate ROAS' and enter the campaign spend (i.e. costs).
Then, upon conversion, tell us the value of that conversion by appending the key/value pair &conv_value=***
to your Pixel or Endpoint URL. Use a dot (.) to separate decimals. Example for a $100.50 conversion: