Conversion Tracking
Kevel supports three approaches to conversion tracking. This page explains what each one does and how to choose between them.
A conversion is a post-click or post-view event that matters to an advertiser, such as signing up for a newsletter or making a purchase.
Kevel supports three approaches to recording them. Which one fits depends on who decides that an ad caused the conversion, and where the conversion happens.
Preferred Method: Kevel AttributionKevel Attribution is the recommended approach, particularly for retail media. You send Kevel a stream of purchase events and Kevel decides which ad gets credit, so you do not have to build or run an attribution engine yourself.
Kevel Attribution
You send purchase events to Kevel via the Purchase endpoint, and Kevel's own attribution engine matches each purchase back to the impressions and clicks that influenced it, using the lookback windows and match types you configure.
Use this when you want Kevel to do the attribution. It supports product-level matching through Catalog, which is what makes sponsored product and retail media reporting work.
Sending conversions directly
You run your own attribution engine, decide which ad deserves credit, and tell Kevel which ad to credit and by how much. Kevel records what you send without re-attributing it.
Conversions can be delivered as events fired from the Decision API response, or as direct calls to Kevel's conversion endpoint.
→ Sending conversions directly
Tracking conversions on 3p sites
When the conversion happens somewhere you do not control, such as an advertiser's own site, Kevel passes a conversion ID through the click URL. You or the advertiser then call Kevel's conversion endpoint with that ID at the point the conversion fires, and Kevel credits the ad the ID belongs to.
Because the ID travels with the click, the advertiser can make the call from their own system without any further integration on your side.
→ Tracking conversions on 3p sites
Choosing an approach
| If... | Use |
|---|---|
| You want Kevel to work out which ad caused a purchase | Kevel Attribution |
| You need product-level attribution for sponsored products or retail media | Kevel Attribution |
| You already run your own attribution engine | Sending conversions directly |
| The conversion happens on an advertiser's or partner's site | Tracking conversions on 3p sites |
Updated 8 days ago