In addition to tracking ad impressions, clicks, and other derivatives of these parameters, ASX supports tracking user defined "conversions" (also known as "actions"). These commonly indicate that site users have reached a target point in the site - a newsletter signup, a purchase order, etcetera.
In order to set up a conversion tracker, go to Assets / Tracking Assets / Conversion Tracking. If you add a conversion tracker that is to be used in a campaign, go to Campaigns -> Campaign Schedule & Targets and set "Target Tracker".
To enable conversion tracking, clients need to install an ASX tracking script on the page that shows when the action is confirmed.
It looks like this:
alternatively an HTML image-tag (img) can be used and it looks like this:
Post View & Post Click conversions
When a conversion tracker is fired, the user's data profile will be analyzed for previous points of contact. Registered conversions will be shown in Campaigns / Reported Actions.
- If the user previously has clicked an ad from the same advertiser as the conversion tracker, a post click conversion will be registrered. Post click conversions are computed each hour.
- If the user previously has seen, but not clicked, an ad from the the same advertiser as the conversion tracker, a post view conversion will be registered. Post view conversions will be computed once each night, for the day before.
In Campaigns / Filters, expiry times can be set for conversion tracking. The field
- "Track cookie expiry (imp)" will define the maximum amount of days that can pass from the impression until the conversion for a post view conversion to be registered.
- "Track cookie expiry (click)" will define the maximum amount of days that can pass from the click until the conversion for a post click conversion to be registered.
The parts of the query-string:
e is an identifier for the tracker used by ASX and should not be modified.
UNIQUE_ID is an optional parameter that associates the action with a client chosen ID. This can be used to understand what a particular action in ASX represents in the client's backend system. Any unique number-character combination is valid, but try to stay within 0-9 and A-Z. i.e. unix-timestamp or md5 on Linux/Apache/PHP, or use the guid-generator with hyphens removed on IIS/.NET.
SUM is also optional, and indicates order value if the action is a sale. This can be used to reward publishers related to the order value. The value should be an integer (rounded number), e.g. 12 and not 12.3 or 12,3.
ASX also supports the use of a checksum to ensure the authenticity of a action. The checksum is calculated by the back-end system at the advertisers site and appended to the tracker script as a parameter. The checksum is then re-calculated and verified in ASX when the action is reported.
The checksum is the SHA1-hash of the string concatenation of a action unique secret provided by Bidtheatre, the unique action id generated by the advertisers back-end system and the order value. These are provided to ASX as part of the action script in the uid- and sum-parameters respectively.
An implementation in Java could look something like this.
String plain = bidtheatreSecret + advertiserUniqueActionID + saleSum;
SHA1 sha1 = SHA1.getInstance();
String checksum = sha1.hashData(plain.getBytes());
To avoid duplication of conversion data a unique value needs to be added. Replace UNIQUE_ID
with a unique client side value. If not added, ASX will add a random value server side.
If added by ASX the value will not be unique and can cause duplicated conversion data
To accurately test if a conversion tracking script is working the following steps should be performed.
Firstly the person conducting the test should view and click on a banner belonging to the concerned campaign. The person performing the test should make sure that his or hers browser accept third party cookies to make the test process as straightforward as possible. The banner should be located in a zone that is deployed on a server and not be served locally to avoid a known issue in Internet Explorer. There is a test zone available in ASX that accepts banner sizes up to 1000x1000 pixels that you could use for this purpose. It is registered for site http://cdn.bidtheatre.com and is named “Demo zone”. This zone can then be accessed via http://cdn.bidtheatre.com/test/demozone.html.
To add your campaign to the demo zone use the Direct Inventory-tag in ASX.
When the process described above is completed it is time to trigger the actual conversion tracking script. This is normally located on the advertiser’s site and is triggered when the actual action we are measuring is completed.
To verify that the action is registered correctly use the Reported actions-report in ASX. At the moment there is a delay of one day in the reporting of action to reports. So actions registered one day is visible in the report the next day. To improve setup times a member of the development team could verify the conversion manually.