Mastering Conversion Tracking on Reach

Tracking and Conversion Tracking on Reach

• Tracking is the process of monitoring data flow, recording data in databases, and supplying a timely ordered sequence of data for further processing.
• Reach gives advertisers an opportunity to track clicks and conversions.
• Clicks refer to when an end-user clicks on an ad and is redirected to the target page.
• There are five stages involved in tracking clicks: end-user clicks the ad, publisher receives the click and information about it on Reach, publisher passes the click to an advertiser on Reach via a tracking link, advertiser receives the click on Reach, Reach sends the click to the advertiser's tracking URL.
• Tracking URL is where an advertiser wants clicks to deliver (a target page).
• Conversion is a target action when an end-user performs some action in the target page.
• There are two ways of conversion tracking: S2S (server to server or postback integration) and C2S (client to server or pixel integration).
• S2S integration uses a Reach postback link, which is fired on a side server.
• C2S integration uses JavaScript pixel code, which is added to the landing and thank-you pages.
• Pixel integration may be the only option if there is no side server or dedicated development team, and the product is sold on the website.
• Pixel integration has limitations, such as AdBlockers affecting its integration and it being more vulnerable to fraud.
• Conversion matching occurs when a pixel code triggers a cookie file and extracts a click ID, associated with a committed target action (a conversion).