Purpose of tracking

Linking cost and revenue

Adobe tracks the user throughout the funnel: from click to conversion.

The advertiser can define the Objective of their online marketing campaigns (for example, maximize revenue, maximize email sign ups).

The click and the cost are linked with the Tracking—so we know which bid units are leading to the Objective, and can bid on them accordingly.

 

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Conversion tracking

After the Adobe Redirect, the user is then directed to the landing page of the advertiser (appended at the end of the Destination URL).

Once the user lands on the advertisers landing page, we can capture as much or as little information as the advertiser wants us to.

All transaction properties can be reported on. However only the most important transaction properties are part of the Objective for a Portfolio (that is, these are the properties that we maximize/optimize).

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Ways to track conversions

  • Pixel
    • This is when advertisers use the Adobe solution for capturing conversions.
    • The conversion pixel is created and sent to the advertiser who implements it on pages of the website.
    • When a surfer lands on the page and does an activity we are capturing (for example, email sign-up, viewing a page, placing an order), this pixel is fired and Adobe can capture the conversion.
  • Feed
    • This is when Adobe does not implement anything on the clients website. The client/advertiser is responsible for sending the conversion information to Adobe.
    • The advertiser should be able to attribute the conversion to a keyword that led to the click. There are different ways of ensuring their attribution happens *discussed later.
  • Combination of pixel and feed
    • Some clients use a combination of pixel and feed to capture revenue information. This is usually seen for clients that can generate online revenue (as well as some offline revenue). 

Pixel conversion tracking

Flow for a pixel client

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When is a conversion Pixel (only) solution used?

Use pixel tracking when:

  • The advertiser is willing to have EF click redirects on keywords/adcopies.
    (If not, use Feed.)
  • The advertiser is willing to insert Efficient Frontier's conversion tracking tags on all conversion pages.  (If not, use Feed.)
  • The advertiser doesn't need to delete, augment, or correct previously reported conversions. (If yes, use Feed.)  
  • The advertiser's conversions are all online, and no data needs to be calculated offline. (If not, use only Feed or a combination of Pixel and Feed.)  
  • The advertiser wants EF to manage display campaigns, potentially retargeting ads to specific audience segments.  (No other options available.)
  • The advertiser wants to track conversion data by geographical distribution, referring domain, and search term, and for organic search listings by search term and search engine.

Example of a conversion pixel

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Feed conversion tracking

Flow for Feed Client

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When is a Feed (only) solution used?

Use feed tracking when:

  • The advertiser wants to track conversions without using user cookies or implementing third-party JavaScript on their conversion or landing pages.
  • The advertiser already has a conversion tracking system in place that provides conversion data at a keyword level.
  • The advertiser wants to be able to delete, correct, or augment previously reported conversions (such as when orders are canceled, rebates or partial refunds are applied, or applications are converted to loans.)  

Combo conversion tracking

Transaction ID: Linking pixel and feed

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EF_ID: Linking pixel and feed

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When is a combination solution used?

Use a combination of pixel and feed tracking when:

  • The advertiser has offline conversions or refunds. The data will not be revised for the same property (the way it is possible for feed)
  • The advertiser needs to calculate margin data offline, after the conversion occurs.

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