The Basics of Conversion Tracking

What It Is

Conversion pixels allow you to track the success of your campaign by reporting back an action that the user has completed on your website after arriving through an advertisement. Not only will it tell you how many times this action has been completed, but it will also allow you to attach a dollar value to that action for revenue reporting. Once conversion pixels are placed, you will be able to see how many conversions are generated from each site, placement, banner, etc. Conversion pixels can be used to track actions such as:

  • User makes a purchase.
  • User signs up for your site.
  • User submits their email address.
  • User arrives at your "goal page".
  • Any other event or action on your website.

How It Works

A conversion pixel is a short line of code that you will place on your conversion page (“Thank You” page). When the user clicks on one of your banners, a cookie will be placed on that user’s browser. That cookie records the time, domain, placement, banner, etc. that the user clicked on.

At a later point in time, when the user arrives at your thank you page and loads the conversion pixel our server re-reads the cookie. Since information about the specific impression served to that user has been stored in the cookie, SiteScout RTB can easily attribute that conversion to the correct impression.

You will then know which placement on which domain generated the conversion, and which specific creative the user clicked on. This information, along with the revenue generated from that conversion, will be available in your campaign statistics.