Currently the In-Stream video ads support better conversion tracking by using a tracking pixel. When a visitor clicks on the video ad, then gets redirected to the targeted site and visits the page containing the tracking tag, a conversion is logged. Moreover, the difference with pixel tracking is that it allows advertisers to track conversions from type-in* traffic after a video view has been registered. This is done by dropping a cookie on the visitor who watched the video advert from at least 10 seconds (counted as a video view). Note 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.
S2S tracking might be more accurate for other formats, but in case of In-Stream there is a limitation. We therefore advise not to use it for this format. The reason is that the visitor has to click on the video advertisement to track the conversion. All other conversions that might be generated without a click, for instance, type-in* traffic, won't be attributed to your specific video campaigns.
- 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.
If you need help with this topic, please contact our Client Care team selecting "Optimisation advice" here.