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Overview
A click tells you someone was interested. A Conversion Event tells you what they actually did, and that gap is the difference between traffic you can report on and traffic you can pay for. Almost everything downstream leans on it: your revenue, your Partner payouts, attribution, Postback Controls, and every report you will ever run.
Every Offer starts with one Base Conversion Event, the main action you are paying for. Around it you can add as many Additional Conversion Events as the funnel needs, for the steps that happen before or after that moment, and each one carries its own revenue, its own payout and its own settings.
Below you will find where Conversion Events live on the Offer, how to configure the base event and any additional ones, and the step people most often skip: creating an event does not make it fire. The last section covers how to actually send it.
Accessing Conversion Event Configuration For An Offer
All Conversion Events can be found in the Revenue & Payout (Events) tab while editing a specific Offer. Here’s how to access that:
Setting Up The Base Conversion Event
The Base Conversion Event has two things worth setting: what it is called, and whether it is tied to a Global Advertiser Event.
By default the name is “Base”. Rename it to the action it actually represents, so your reports read like your business instead of like the platform:
Tie With Global Advertiser Event
Just under the name field is a No / Yes switch called
The reason to do this is reach. A Global Advertiser Event is shared by every Offer belonging to that Advertiser, so anything you aim at the event lands on all of them at once. The clearest payoff is Postback Controls: rather than rebuilding the same approve, reject or hold rule on each Offer’s base conversion, tie them all to one event and write the rule a single time. Adding a new Offer later is then just a matter of tying it, and the rule already covers it.
If none of that applies to you, leave the switch on No. An untied base conversion behaves exactly as it always has.
Optional Settings
Revenue & Payout Settings For The Base Conversion Event
Please read this article to learn more in depth about Revenue & Payout settings.
Setting Up An Additional Conversion Event
Additional Conversion Events are optional, but many Offers benefit greatly from this functionality.
To create an Additional Conversion Event, follow the instructions earlier to get to the Revenue & Payout (Events) tab in the editing Offer view:
Core Properties
Configure the following core properties:
Additional Settings
All the following apply only to the Additional Conversion Event being added/edited:
Revenue & Payout Settings For Additional Conversion Events
Dive deep into Revenue & Payout for Additional Conversion Events here.
Now Make It Track
Creating a Conversion Event does not by itself send anything to Everflow. Once the event exists, the Advertiser has to fire it, and there are two ways to do that depending on how the Offer is tracked.
Both methods take the same two parameters. adv_event_id is the Advertiser-level ID and works across Offers; event_id is the Offer-level ID. The number shown in brackets in the Conversion Event dropdown is the Offer-level one, and it is not the value the generated script uses, so do not copy it into a hand-written script.
