Sending conversions directly

Conversions (or actions) are post-click or post-view events, such as signing up for a newsletter or making a purchase.

If you are running your own attribution engine, you request conversion events in the Decision API request and fire the event URL that comes back at the point the conversion happens. Because you have already decided which ad deserves credit, Kevel records what you send without re-attributing it.

Each conversion is recorded against one of three types, identified by the event ID you request and fire:

View conversions (1) - you attributed the conversion to the user having seen the ad.
Click conversions (2) - you attributed the conversion to the user having clicked the ad.
Server-to-server conversions (3) - you or the advertiser reported the conversion from your own system, rather than from the page.

In Reporting, view-through and click-through conversions are shown separately.

Calling Event Conversions via the Decision API

In the Decision API request, make a request for eventIds 1, 2, or 3.

1 = View Conversion
2 = Click Conversion
3 = Server to Server Conversion

The example below illustrates how to make a request for eventIds.

curl -H 'Content-Type:application/json' -X POST -d '{"placements":[{"divName":"div1","networkId":1234,"siteId":12345,"adTypes":[5],"eventIds":[1]}]}' https://e-1234.adzerk.net/api/v2

The Decision API response delivers an event URL that calls the conversion:

"events": [
        {
          "id": 1,
          "url": "https://e-1234.adzerk.net/e.gif?e=eyJhdiI6ODU2NzEs..."
        }

Fire this event URL at the time the conversion takes place. If the advertiser determines when a conversion happens, send this event URL to the advertiser so they can fire it.
The conversion is then recorded in reporting.

Additional Parameters

Some additional parameters that can be appended to the event URL are:

override: replaces the revenue value of the conversion (e.g. appending ?override=1.23 would set the revenue to $1.23).
additional: adds the specified value to the original revenue value of the conversion (e.g. appending ?additional=1.23 would add $1.23 to the original revenue for the conversion).
gmv: records the Gross Merchandise Value of the conversion (e.g. appending ?gmv=1.64 sets a GMV of $1.64). GMV can be recorded on impressions, clicks, conversions, and custom events, and drives the ROAS figure in reporting. See GMV, ROAS, and Autobid.

Conversion Reporting

In the user interface, information can be viewed by running a Custom Report and clicking the checkbox next to Flight in the GroupBy section.

If a user collects multiple conversions for the same advertiser, Kevel attributes a conversion to the most recent ad/creative/flight/campaign that the user converted on. For example, if a user converts on the Nike flight "Shoes 1" and later on "Shoes 2", Kevel counts the conversion for "Shoes 2."

Conversions in the Reporting API

Conversions are represented as Events in a polled API report. Each EventId corresponds to a conversion type.

"Events": {
              "1": 3,
              "2": 6
          },

1 = View Conversion
2 = Click Conversion
3 = Server to Server Conversion