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The name of your conversion target should be descriptive, unique and unambiguous: you, your advertiser and your partners should be able to understand what it means.
The value is the technical definition of the conversion target, which will be transferred via the tracking code on the confirmation page of your advertiser. Please make sure it is alphanumeric and does not contain any space characters.
The conversion type allows you to categorize your conversion targets. You can choose from the following options:
A click-in represents any successful arrival of a potential customer on an advertiser’s landing page. This can be the advertiser’s homepage, but also a website related to a specific campaign, a registration site or a site on which vouchers can be redeemed.
A video view is a rather specific type: it represents a customer watching a video.
A lead represents any target that allows your advertiser to identify a potential customer (name, email address, etc.) or a subscription for which a customer does not necessarily has to pay. Newsletter subscriptions can be regarded as a lead as well.
An engagement can be any conversion target which signalizes commitment from the customer to the advertiser: adding a product to a shopping cart, a registration for a customer account, a login to a customer account, adding a product to a wish list, etc.
An install represents any conversion target which requires customers to install an advertiser’s software on their devices.
A sale can be any conversion target which involves a customer paying for one or more of the advertiser’s products.
An acquisition is a sale which involves an enduring relationship between the customer and the advertiser: the conclusion of a contract for a communication service, a subscription for a magazine, etc.
A redemption is usually represents the usage of a voucher or any other item that entitles the customer to receive an additional service of the advertiser.
After you have selected the correct type of the conversion target, you need to choose whether the conversion target is commercial or not, i.e. whether it involves a payment of the customer to your advertiser, under ‘assessment’.
Under ‘behavior’, you define whether the conversion ends the customer journey or not. If you select ‘recurring’, conversions made after the conversion target will also be attributed to an ad space. If you select ‘unique’, conversions made after the conversion target will not be attributed to an ad space anymore.
After the behavior, you need to define whether the target will be visible in the statistics of your partners. Visibility is required for all commercial targets, for non commercial targets it might not always be relevant.
For some conversion targets, it could be relevant to apply a so called ‘basket freeze’. Please read this article for more information on the topic. Please note that if you apply basket freeze, you may need to do the following after you have finished the settings of the conversion target:
Set a time range in the tracking settings of the advertiser defining how long the attribution will remain frozen.
Go to the settings of the final commercial conversion targets and set them to ‘apply and unfreeze’, to make sure conversions will be attributed correctly.
For other conversion targets, it could be relevant to apply progressive attribution. Please read this article for more information on the topic. Please note that it is recommended necessary to apply progressive attribution to a conversion target with a confirmation page that supports the transmission of a customer ID or session ID. When the customer ID at least one of the two is transmitted, the platform will be also able to reestablish customer journeys fragmented by customers changing devices.
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