Introduction

Generally, when customers track conversions, they’ll be tracking a lead signup or a product sale. This means that per Offer, you’ll be tracking conversions on one single Conversion Event called the Base Conversion Event.

Prerequisite: Additional Conversion Events

For certain Offers, you might want to track multiple events that occur on your or your Advertiser’s app or website. For tracking multiple Conversion Events, Everflow provides the ability to create Additional Conversion Events. Each Additional Conversion Event has its own Revenue & Payout model associated with it.

To Learn how to create and configure Conversion Events, please read this article.

Practical Examples

Example 1

This example covers a Customer tracking different stages of a visitor’s buying journey, a very common setup.

A Customer wants to specifically track:

• Email Sign Up: Visitor signs up on your website’s sign up page
• Lead Completed: Visitor signs in for the first time & and your CRM marks the lead as “completed”
• Purchase: Customer makes their first purchase

Here’s how one could set this up with Everflow. All of this would be tracked under a single Offer, where the Purchase seems to be the most important Conversion Event for this customer. Here’s what this looks like:

In the setup above, while Purchase always happens after the Email Sign Up & Lead Completed, the Base Event is still set up to be the Purchase. The other two Conversion Events are Additional Conversion Events that help track important Events that are part of the customer journey.

The Base Conversion Event has a Revenue associated with it, where for every sale, Everflow will attribute 100% of the sale amount associated with each conversion as the Revenue generated from that conversion. The Payout for this Event is a flat 25$ to each Partner that drove a conversion.

The Email Sign Up Event has no Revenue or Payout associated with it & the Lead Completed doesn’t generate any Revenue for this customer but there is a flat 2$ Payout to each Partner every time a conversion occurs for this Conversion Event.

Example 2

This example covers a Financial app builder that wants to track app Installs as well as specific deposit amounts per account.

Here’s how this would look in Everflow:

This is a very interesting example. This fintech app makes money when customers deposit money in their account associated with this app. In this example, this fintech makes 12% of the total deposit amount, regardless of the amount. Both the Additional Conversion Events above are associated with deposits, and the Revenue each conversion will generate is 12% of the total sale value (the deposit amount) that is passed back to Everflow during the Advertiser Postback.

The Payout models for both the Additional Conversion Events are different. It’s affordable to payout Partners a percentage of the total sale amount (deposits in this case) for the First Deposit event. The customer decided to have a mixed Payout type, a 100$ flat fee and an additional 2% of the total deposit value.

For the 50K Deposit Event, it wasn’t affordable to payout a Partner a percentage, so the Payout model has been kept to a flat fee of 250$.

The customer could’ve made the First Deposit the Base Conversion Event, and it would’ve worked equally well, it’s just a matter of taste.

App Installs ended up being the Base Conversion Event, with no Revenue associated with this type of conversion, but a flat 10$ payout to the Partner that drove the conversion. In this case App Installs most likely lead to the First Deposit, and the customer values the App Install enough to create a Payout.

Example 3

This example covers a detergent manufacturer that has a Detergent Pods that they sell at $5 each, or 4$ each if you enroll in a monthly subscription of Pods. They’d like to track which Clicks led to the first conversion of pods, and also track how many additional Pods were ordered with a monthly subscription.

The monthly subscription helps them assess the LTV of the customer, but they don’t want to pay their Partners any commission for any additional pods. Here’s how the Customer could set this up with Everflow:

The First Purchase is set up as the Base Conversion Event, and any Subscription Order in the future is set up to be tracked as an Additional Conversion Event.

Something to note here is that in order for the Subscription Order to not be exposed to the Partner, the Additional Event has Event Visibility set to Private. For Private Additional Events, no payout is associated with the conversions.

Additionally, if the same buyer has ordered multiple months worth of Pods via the subscription, Allow Duplicate Conversions is turned on to track multiple conversions on this Additional Event. This helps assess the LTV of this buyer, and associate them all to the Partner that drove the initial Click.