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Conversion Tracking

In the Campaigns > Conversion Tracking tab, you can create Goals to track the performance of your campaigns. These goals can allow you to track your customer's progress through your site (e.g. reaching a landing page, sign-up, sale). Once you create a Conversion Tracking Goal, you can then select from two ways of using it:

  • Conversion Tracking API - S2S (Recommended)
  • Pixel Tracking

Step 1: Creating a conversion tracking goal

creating tracking goal

  1. To create a Conversion Tracking Goal, from the main screen of the Admin Panel, click Campaigns > Conversion Tracking.
  2. Click the NEW CONVERSION GOAL button.
  3. The New Conversion Goal form will appear.

Step 2: Set the name, conversion value and order number

creating tracking goal

  • First, set a Name for the goal that you will recognize easily.

  • Next, choose a Conversion Value from the dropdown

    • No Value - No amount will be associated with the goal when logged.
    • Fixed - A fixed amount provided by you will be associated with the goal when logged.
    • Dynamic - A dynamic amount will be associated with the goal when logged.
  • Lastly, set the Order number. This sets which goal this tracking pixel corresponds to:

    • For example, if you set the order as 2, this tracking pixel will correspond to goal G2 when you are viewing goals on the Statistics page.

    • As you create tracking pixels and set their order, more goals will be created in the system to correspond to them. So if you create 4 tracking pixels and order them 1 to 4, there will be 4 goals, G1 to G4.

Step 3: Set the Conversion Value

The Conversion Value represents the payout of the conversion. Conversion Value is used to calculate the Revenue, Profit and ROI(Return on Investment) of the campaigns that use this goal in their funnel.

For example: let's imagine that you create a conversion goal that represents a completed sign up to your portal. You get 0.8$ for each completed signup, so you set up the conversion value as Fixed and enter the value 0.8.

With this information, you can calculate how much money you made from these sign ups and whether these conversions are actually covering the costs of your campaigns. In addition, you will be able to see the eCPA (Effective Cost of Acquisition), which represents the actual amount you paid to achieve these conversions:


Profit and ROI can appear in 3 different colors:

  • The number is GREEN: ROI is more than 0%. Your return on investment is positive and you are paying less for each conversion than your COA.
  • The number is BLACK: ROI is equal to 0%. Your return on investment is almost OK. Check the detailed statistics of the campaign to improve some sources of traffic.
  • The number is RED: ROI is less than 0%. Your return on investment is negative and you are paying more for each conversion than you can afford (more than your COA). Check the sources of traffic and your campaign setup for errors.

Step 4: Creating the goal

Once you have set the Name, Conversion Value, and Order for the goal, click Create.

Step 5: Selecting the conversion tracking method

creating tracking goal

Next, in the My Goal screen, from the Select Conversion Tracking Method drop-down, choose the method you would like to use:

  • Conversion Tracking API - S2S: Go to Step 6
  • Pixel Tracking: Go to Step 7

The request, responses and errors for the Conversion Tracking API are detailed here.

Step 6a: Campaign Setup with Conversion Tracking

creating tracking goal

Add a {conversions_tracking} token to your landing page in Step 2: Ads of creating or editing a campaign. To do this, in the Select Ad Destination dialog, click +ADD TOKENS and choose {conversions_tracking}.

Your landing page should look like the following:{conversions_tracking}

In this example, we used "exotracker" as an example. The real parameter you must use to define {conversions_tracking} will depend on the API or tracking solution you use.

Step 6b: Storing the {conversions_tracking} token

When a customer clicks on your ad, we will populate this conversion tracking token with a unique ID. You will need to store this ID for reference when calling the Conversion Tracking API later and when you're triggering a conversion.

Here is how the unique ID looks like:


Note: the unique ID from {conversions_tracking} has a minimum length of 150 characters and a maximum of 700 characters. Make sure you are able to receive and return the complete string.

Step 6c: Triggering a conversion (calling the Postback URL)

Once the customer reaches the conversion goal on your site, you can perform a GET call to the URL below. You will need to replace the {conversions_tracking} in the URL below with the unique ID you received in Step 6b.{conversions_tracking}

If you are using a 3rd-party solution, the storing and calling of the Postback URL will be managed by the solution. Check our Tracking Manuals section to find a detailed guide of the tracking solution of your choice

Note: Postback URLs are unique for 24 hours, meaning that a Postback URL with the conversions tracking string could register duplicate conversions if called in different days.

Step 6d: Triggering a conversion when conversion value is set as Dynamic

If using dynamic values for tracking monetary conversions values, add &value={conversion_value}. Where {conversion_value} is replaced with a monetary value e.g. 123.45.{conversions_tracking}&value={conversion_value}

Step 7: Using Pixel Tracking

copying tracking pixel

If you select Pixel tracking from the Select Conversion Tracking Method drop-down, the pixel tracking script will appear in the box below.

<!-- START Goal Tag | Test Goal -->
<script type="application/javascript" src="" data-goal="44521a5f9795760d326a5def51360908"></script>
<!-- END Goal Tag | Test Goal -->

If the goal is of type Dynamic conversion value then you will see an extra parameter as data-value in order to provide the dynamic monetary value:

copying tracking pixel  

<!-- START ExoClick Goal Tag | dynamic goal -->
<script type="application/javascript" src="" data-goal="3cdf52a2019f03044fbe1320eb9a1a8a" data-value="{conversion_value}"></script>
<!-- END ExoClick Goal Tag | dynamic goal -->

Click Copy to copy this script, so you can paste it onto the relevant pages on your site. Make sure to paste the code in the <body> of your site

For best results, consider creating multiple Pixel goals so as to track the various steps of your campaign funnel. Here is an example set up you can try:

  • Pixel n°1 on your main landing page.
  • Pixel n°2 on your payment confirmation page.
  • Pixel n°3 on the "thank you" page after the purchase has been made.

Additional notes: tracking type-in traffic from video Campaigns

Currently, the In-Stream video ads support better conversion tracking by using a tracking pixel because it allows tracking type-in* traffic. When a user watches the video advert for at least 10 seconds (which is the minimum amount of time to generate a video view), we drop a cookie that will allow your campaign to identify the user, should he/she visit the URL that contains the tracking pixel. Note that the tracking pixel is active for 24 hours.

Therefore, the tracking pixel should always be present on the targeted page, not only for ExoClick traffic. This allows for a conversion to be tracked even when a visitor manually visits your promoted page shortly after seeing the ad, without actually clicking on this advert directly.

  • Type-in traffic is traffic generated by a visitor when they type your brand or site name on their browser, and they end up visiting your website.