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Getting Started - Conversion Tracking
Getting Started - Conversion Tracking

Track your Conversions the RIGHT way for your business needs to maximize success and optimization.

Dasha Shareyko avatar
Written by Dasha Shareyko
Updated over a week ago

Before setting up your Offer’s conversion tracking, let's go over the Conversion options on the Everflow Platform.

Overview: What is conversion tracking?

Conversion tracking detects when a desired action you paid your Partner for (like a sale, Form submit, or lead) occurs. Data about that conversion is then sent to Everflow.

This allows Everflow to correctly attribute the conversion to the Partner who referred it, so you can compensate partners accurately. (We obviously attach other data points to that “action,” like click, payout, revenue, etc.)

Throughout this article, we will use the term "Advertiser" to represent the owner of the Offer. If you are the direct owner of the product or service, that refers to you.

If your conversion point takes place in a third-party cart or lead management tool, your tracking solution may be listed in our Integration Library instead.

Everflow provides multiple tracking methods, including:

We will review each conversion method with examples and the best use cases!

Server Postback

This method has the Everflow server receiving the conversion data from the Advertiser's server.

The Advertiser sets up a Postback URL on their system. This URL includes a transaction ID for tracking. Additional details like email, sale amount, etc. can also be included.

Use this method if your tracking link comes from a third-party tracker (like Everflow!), an app, a Mobile Measurement Partner, or any system that can make server calls.

How Server Postback Works

  1. User clicks an Everflow tracking link (we will discuss how to get this link in the Testing Conversion Tracking guide).

  2. A transaction ID is created, recorded in Everflow, and passed to the Advertiser.

  3. When the user converts, the Advertiser's system fires the Postback URL. This postback URL looks something like this:

  4. Everflow receives this and records the conversion.

Basics of Advertiser Postback Formatting

Three things to note:

  • {transaction_id} must be passed to the Advertiser in the Base Destination URL

  • {transaction_id} must be passed back to Everflow in the Advertiser Postback

  • The parameter/macro to receive and pass the transaction_id should relate

It sounds complicated, but it’s much simpler when looked at visually.

  • Base Destination URL{transaction_id}

  • Advertiser Postback

In the example above, we are passing the transaction id to the Advertiser in the sub1 parameter. Then this is passed back in the Advertiser Postback using {sub1} macro. This parameter and macro match so the right value (i.e. transaction_id) can be passed.

Below you will find the articles more specific to the topics we discussed:

Working with another platform that utilizes Server Postback? See the following guides:

Using Mobile Measurement Platforms (MMP)? See the following guides:

Javascript SDK

Javascript is a programming language that is widely accepted worldwide. This method utilizes first-party cookies, which are created and stored using Everflow's Javascript SDK.

When used with Direct Linking, it removes the traditional redirect and allows Partners to promote through channels that prohibit third-party links, like Facebook and Google.

Placing click and conversion scripts are required for this conversion method. The click script should be implemented on the landing page of the Offer, in Everflow we will refer to this as the Base Destination URL or Offer URL of the Offer. The conversion script should be placed on the page following the action you wish to track, often a lead submit confirmation or purchase ‘thank you’ page.

This method is also compatible with shopping cart integrations such as Shopify, WooCommerce, BigCommerce, etc., as well as Google Tag Manager. It is the most preferred method among our clients who are working with web traffic, media buying and/or shopping carts.

How JavaScript SDK (JS SDK) Works:

  1. User clicks on an ad > lands on the page

  2. Click script is triggered (script - a piece of code placed on the landing page).

  3. User converts > conversion script fires

Visual representation of how the JavaScript SDK Conversion method works

How to Grab Click and Conversion Script for Placement

  1. Go to the Offer page (Offers > Manage > click on Offer). Make sure the tracking method is set to JavaScript SDK.

  2. Under the General tab, scroll down to the Tracking section. You'll see the Click Script and Conversion Script there.

  3. Put the Click Script on the landing page. Put the Conversion Script on the page after the action you want to track (like a "thank you" page).

  4. Open "Edit Optional Parameters" to add common settings and values (provided by the website owner) to the scripts.

E-commerce platforms also commonly use JavaScript SDK tracking. We'll cover e-commerce integrations next.

But first, some guides if you're working with Media Buyers:

Is the Offer web-based? See the following guides:

E-Commerce Integrations

Everflow has e-commerce connections to see your promotion performance. Sales data like subscriptions, add-ons, etc. is sent to Everflow.

Each platform is different, so check the specific guide for yours:

Click here for the full list of E-Commerce Direct Integrations.

If you do not see your e-commerce platform, try the Helpdesk article search.

HTML/Cookie-based (not recommended)

First and foremost, Everflow does NOT recommend this tracking method due to browser restrictions making it increasingly obsolete.

This method uses pixels or iframes to track. Since third-party cookies are blocked, it's outdated and unreliable. If using this, make sure the tracking and conversion domains match for the best results.

How HTML Pixel Works:

  1. The Advertiser embeds an image pixel on the confirmation page of an offer (the page displayed after the tracked action has occurred).

  2. User clicks on Partner Tracking Link to be redirected to the Offer.

  3. A cookie is dropped on the Advertiser/Brand's site to identify that user's Click.

  4. Pixel fires when the confirmation page renders, pinging Everflow with the user's stored data from the cookie to match it with the click.

To increase reliability, add &transaction_id= to the pixel.

How to Locate Your HTML Pixel:

  1. Navigate to the Offer page (Offers - Manage - click on the Offer name). Ensure that the conversion method is set to HTML/Cookie-based.

  2. Under the General tab, scroll down to find the Tracking card. Iframe and Image pixel formatting are available. Choose the option that works with your Offer owner.

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