UTM, Postback & Conversion Tracking
Master campaign tracking with comprehensive UTM parameters, server-to-server postbacks, and conversion measurement strategies.
UTM Parameter Setup
Essential UTM Parameters
**utm_source**: Traffic source (activerevenue)**utm_medium**: Marketing medium (push, pop, video)**utm_campaign**: Campaign identifier (campaign_123)**utm_content**: Ad creative identifier (creative_456)**utm_term**: Keyword or targeting (geo_us_mobile)Advanced UTM Parameters
**utm_sub1-5**: Custom tracking parameters**utm_clickid**: Unique click identifier**utm_timestamp**: Click timestamp**utm_device**: Device type identifier**utm_os**: Operating system identifierUTM Best Practices
**Consistent Naming**: Use standardized naming conventions**Lowercase Only**: Avoid uppercase in UTM values**No Spaces**: Use underscores or hyphens instead**Descriptive Values**: Make parameters easily identifiable**URL Encoding**: Properly encode special charactersServer-to-Server (S2S) Postback
What is S2S Postback?
Server-to-server postback sends conversion data directly from your server to ActiveRevenue's tracking system, providing real-time conversion data.
Required Parameters
**clickid**: Unique click identifier from ActiveRevenue**conversion_value**: Value of the conversion (revenue)**conversion_id**: Your internal conversion identifier**status**: Conversion status (1 = approved, 0 = pending)Optional Parameters
**currency**: Conversion currency (USD, EUR, etc.)**product_id**: Specific product converted**user_id**: Customer identifier**order_id**: Transaction identifierConversion Pixel Tracking
Pixel Implementation
Place on thank-you/confirmation page to track conversions when postback isn't available.
Pixel vs Postback
**Pixel**: Browser-based, subject to ad blockers**Postback**: Server-based, more reliable**Recommendation**: Use both for maximum tracking coverageAdvanced Tracking Strategies
Multi-Step Conversion Tracking
Track different conversion events in your funnel:
1. **Lead**: Initial form submission
2. **Registration**: Account creation
3. **Purchase**: Actual transaction
4. **Recurring**: Subscription renewals
Conversion Value Tracking
**Static Values**: Fixed value per conversion**Dynamic Values**: Actual transaction amounts**Lifetime Value**: Include projected customer value**Revenue Share**: Percentage of transaction valueAttribution Models
**Last Click**: Credit last touchpoint**First Click**: Credit initial touchpoint**Linear**: Distribute credit evenly**Time Decay**: More recent clicks get more creditTroubleshooting Tracking Issues
Common Problems
**Missing Clickid**: Ensure clickid parameter is passed correctly**Duplicate Conversions**: Implement conversion deduplication**Delayed Reporting**: Allow for processing delays (up to 1 hour)**Currency Mismatch**: Ensure consistent currency reportingTesting Procedures
1. **Test Mode**: Use test campaigns to verify tracking
2. **Manual Testing**: Complete test conversions yourself
3. **Data Validation**: Compare conversion data across platforms
4. **Regular Audits**: Monthly tracking audits recommended
Debug Checklist
UTM parameters properly implementedPostback URL configured correctlyConversion pixel installed on confirmation pageTest conversions completed successfullyData appearing in reporting dashboardsReporting and Analysis
Key Metrics to Track
**Conversion Rate**: Percentage of clicks that convert**Cost Per Conversion**: Average cost to acquire conversion**Return on Ad Spend (ROAS)**: Revenue divided by Ad Spend**Lifetime Value (LTV)**: Long-term customer value**Attribution Accuracy**: Tracking coverage percentageOptimization Based on Data
**Bid Adjustments**: Increase bids for high-converting traffic**Targeting Refinement**: Focus on best-performing segments**Creative Optimization**: Promote top-performing ad creatives**Budget Reallocation**: Shift budget to profitable campaignsProper tracking setup is crucial for campaign success. Invest time in implementing robust tracking systems for accurate performance measurement and optimization.