How To Use View-Through Attribution

Impression Tracking must be enabled in your account before you can use View-Through Attribution — contact the Customer Success Team to activate it. For setup details, see Setting Up Impression Tracking.

Impression Tracking has tiered pricing by volume — contact our support or your account manager for more details.

Enabling View-Through Attribution

What is View-Through Attribution?

View-Through Attribution allows conversions to be attributed to impressions (rather than clicks) when a user converts after viewing an ad.

To track View-Through Conversions, you need an impression tracking link from the Advertiser and must enable View-Through Attribution at the Offer level.

How to Enable View-Through Attribution

Navigate to Offers -> Manage.

Click on the Offer you want to edit.

Click Edit and go to the Attribution tab.

Toggle Enable View-Through Attribution.

Paste the Advertiser’s Impression Tracking Link in the designated field.

(Optional) Append macros to the Advertiser’s tracking link, just like you would with a Default Landing Page URL.

Heads up Targeting settings may affect how impression tags fire—adjust them if impressions are not appearing in Everflow.

Once enabled, Everflow will send impression data to the Advertiser for tracking.

Configure View-Through Lookback Window (Optional)

The View-Through Lookback Window determines how long a conversion remains valid after an impression occurs.

If enabled: Conversions outside this time window will be rejected.
If disabled: Conversions can be attributed to an impression indefinitely.

How to Enable the Lookback Window:

In the Attribution tab, toggle Enable View-Through Lookback Window.

Set a time duration for valid View-Through conversions.

Important Considerations

Partner Access & Reporting

If a Partner is not approved on an Offer, the impression link will not appear in reporting.

Using Impression Transaction ID for Debugging

To track which impression is tied to a conversion, use the {impression_transaction_id} macro in the Default Landing Page URL.
This will pass the latest Impression Transaction ID associated with the click.

Impressions in Non-Cookie Environments (In-App Limitations)

When an impression is generated, Everflow stores the Impression ID in a cookie.
If a user clicks on an ad later, Everflow retrieves the Impression ID for attribution.
However, in non-cookie environments (e.g., in-app impressions), the {impression_transaction_id} macro will not be populated.

View-Through Rules for Caps

View-Through conversions do not count toward the conversions cap.
They do count toward payout and revenue caps.

Targeting and Invalid Impressions

When View-Through is enabled, impressions are subject to the Offer’s targeting, just like clicks.
Unlike clicks, invalid impressions (ones that don’t follow the targeting) are not registered in reporting — so an invalid impression can’t convert.
Note that even when an impression is invalid, Everflow still returns the transaction ID it initialized when it first saw the impression. If you fire a conversion into Everflow using an impression transaction ID that was invalid, it won’t be registered on Everflow’s side.

Cross-Domain Impression Tracking

When an impression pixel fires on a domain you own, the user clicks the ad (the click itself isn’t tracked in Everflow), and then converts on a different domain via the JS SDK conversion script, the conversion will still track — because Everflow’s tracking domain holds a cookie.
This will not work on iOS Safari due to Intelligent Tracking Prevention (ITP).