Conversion tracking helps you see when users take specific actions on your website that are important to your business. These actions can include things like buying a product, viewing a page, signing up for an email list, or any other valuable activity. By using conversion tracking, you can check whether Dianomi is helping your business by tracking the actions users take after clicking on your campaigns.
How do you set up conversion tracking?
Server-to-Server (S2S) Conversion Tracking
Server-to-Server Conversion Tracking lets advertisers track user actions by sending the conversion details directly from the advertiser’s server to the ad platform’s server. Unlike traditional tracking methods that rely on browser cookies, this approach sends the conversion information securely and bypasses things like browser restrictions and ad blockers, making it more accurate.
Setting up Server-to-Server Conversion Tracking requires technical knowledge and help from a developer. It can be implemented in different ways, such as through Google Tag Manager (GTM), directly on your website, or by using third-party tools including Appsflyer or Adjust.
You can also download Dianomi’s S2S Conversion Tracking Integration Guide and the bottom of this article.
Image Pixel Conversion Tracking
Image Pixel Conversion Tracking involves placing a small, invisible image pixel on a webpage. When a user visits the page after interacting with an ad, the pixel loads and sends information back to Dianomi, indicating that the user completed a specific action. The pixel works by using cookies but can be blocked by ad blockers or browser restrictions. Due to cookie blocking there can be large discrepancies between what is reported by clients’ internal reports and what is reported in Dianomi reporting, as a result we would recommend using Server-to-Server (S2S) Conversion Tracking.
While setting up Image Pixel Conversion Tracking requires some technical knowledge, it is simpler than setting up Server-to-Server (S2S) Conversion Tracking. You can implement it via Google Tag Manager (GTM) or by directly adding it to your website.
How does Conversion Tracking appear in your campaign analytics reporting?
In the analytics for your campaign you will see conversions being counted under the ‘Actions’ column these will give you the total number of times your conversion tag has been triggers.
In addition to the ‘Actions’ column there is also the ‘Conversion Rate’ and ‘CPA’ columns, the ‘Conversion Rate’ shows the percentage of conversions to clicks there have been and the CPA shows the cost per action.
Can you track multiple conversions and measure track users through a conversion funnel/steps?
Yes, you can set up multiple tags to track different types of conversions on your website, such as page views, downloads, sign-ups, purchases, and more.
To track each step in a conversion funnel, you can create a tag for each step by assigning a step number (like ‘1’, ‘2’, ‘3’) in the conversion tag manager. You can then view the results for each step in your analytics under the stat called ‘Actions by Ad Variant with Conversion Steps’. If you don’t have this stat available to you please contact your account manager or email help@dianomi.com for assistance.