A conversion is an event that records a consumer response to an impression by performing a specified action. Conversions may be based on click-throughs, online purchases, account signups, app installations, and other consumer behaviors.
Some DSP billing settings and cpa-goals are based on conversions. Lines may be billed based on the number of recorded conversions and optimized to bid on ad placements that are more likely to deliver the desired conversions.
A conversion pixel is only activated when it is applied to a line. The DSP automatically calculates the line’s return on ad spend (ROAS) for recorded conversions based on the conversion value and the line’s ad spend:
Conversion Value / Advertiser Spending
A conversion rule is a campaign-level configuration (Dot rule) that enables you to track a conversion and calculate the line’s return on ad spend (ROAS).
Although conversion pixels are defined at the advertiser-level, you can specify the value of that conversion– its conversion value– whenever you apply a conversion to a line. To learn more about conversion pixels, see Pixels Overview.
You can add a conversion pixel to a line whenever you create or edit a line in the New Line or Line Properties page. A conversion is defined by a pixel name, the conversion value, a click window, and a view window.
|Conversion Name||Conversion pixels are identified in the Pixel Name drop-down list by the name given to the conversion pixel in the Pixels page.|
|Conversion Value||The conversion value specifies the value of the conversion to the advertiser. The DSP uses specified conversion value to calculate the line’s ROAS and, if CPA goal optimization is enabled, to prioritize ad placement opportunities.|
|Click Window||Specifies the length of time after a click that a conversion is tracked. The view window may be defined in terms of minutes, hours, or days.|
|View Window||Specifies the length of time after an impression that a conversion is tracked. The view window may be defined in terms of minutes, hours, or days.|
You can set up conversion values when you create a conversion rule in the Pixels tab or Line Properties tab.
Multiple conversion rules may be assigned to a line. You may add or remove conversion rules to a line using the Plus and Minus controls.
If multiple DSP optimizes lines defined by multiple conversion rules by prioritizes ad placement opportunities that will deliver the higher value conversions. To learn more, see cpa-goals.
To add conversion pixel to a line:
Select a conversion pixel in the Pixel Name drop-down list.
The Pixel Name drop-down list displays available conversion pixels.
Specify the value of the conversion in the Value field.
If you specified a conversion value for the conversion pixel, that value is automatically displayed in the Line Properties tab as the default conversion value for that conversion pixel.
To define the click window– the time period after a click that the conversion is tracked, select an option in the Click Window drop-down list (Days, Hours, or Minutes) and specify a value. For example, 30 Minutes.
To specify the view window– the time period after an impression that the conversion is tracked, select an option in the View Window drop-down list (Days, Hours, or Minutes) and specify a value. For example, 7 Days.
To add a conversion pixel:
To add a conversion pixel, click the plus sign.
To remove a conversion pixel:
To remove a conversion pixel, click the minus sign.
View Through Discounts¶
In conjunction with conversion rules, you may want to optimize for click-through conversions by applying a “discount” for view-through conversions (optional).
To apply a view-through discount:
To apply a view-through discount, enter a percentage in the View Through Discount % field.
For example, if your view-through conversions are worth 50% of your click-through conversions, you can set the view-through discount at 50%.