If you are an affiliate or running Display Advertising campaigns, where most of the advertisers pays you on a sale or conversion basis, it is very important for you to spend your advertising budget wisely to get better results. Let’s say you optimize your advertising/marketing campaigns based on interest based targeting, done all the behavioural targeting what is available. You have done everything correct in terms of finding the right targeted audience, selecting the best websites where your ads should be shown and all, you are getting good CTR but still your are not getting enough conversions(it can be getting a form filled or a Sale) what should be your next metrics for Optimizing more efficiently. Here comes the utility of Conversion Pixel.
But!! What is a Conversion Pixel??
Funda is simple, when an Ad is served, a cookie gets dropped in the user’s browser. If the user is interested on the ad he/she will click on the ad and may be fill the form as well. All these information about the click and conversion, this cookie records and send’s it back to the server and the conversion is shown against the Ad. But what if user has cleared the cookie or may have disabled it, then the conversion will not get recorded in the system, even though it has taken place. Let’s take another scenario user clicks on an ad, makes a purchase, and then confirms the sale through receiving a text message or a missed call(basically Offline away from the browser). That conversion needs to be recorded in the system for better optimization.
Question is How can we tie these conversions to an Ad? This problems is solved by Server-Side Pixel or a PostBack URL tracking.
What is a Server-Side Pixel or a PostBack URL tracking?
Wikipedia describes as: