In a campaign’s Conversion section, you’ll associate tracking pixels with your campaign to assign credit for a conversion. Choose a tracking pixel that you’re previously added in the Conversion app, and/or create a new pixel directly from the campaign. Depending on how you set up the conversion, this attribution may be view based (the ad that was last viewed), click based (the ad that was last clicked), or a combination of the two.

Pixel conversion tracking is a cost-effective way to gain valuable insights into users’ actions. When you track conversions using a tracking pixel, you’ll place a small pixel on your website to allow IQM to measure user actions such as page visits, purchases, or signups. We attribute those conversions to specific ads or campaigns to provide insights into user behavior and preferences, as well as campaign performance.

Refer to Create a Pixel conversion for more information.

Postback conversions allow for server-to-server communication with measurement partners such as Kochava, Appsflyer, Singular, and Adjust. You’ll set up the postback on your preferred measurement partner’s platform and copy a impression URL, then return to the IQM platform to add the impression URL to a new postback conversion and assign it to your campaign.

Since postback conversion tracking involves real-time tracking and attribution, this method helps advertisers measure and optimize their mobile ad campaigns more effectively.

Refer to Create a Postback conversion for more information.

All advertisers are eligible to create a Pixel or Postback conversion in the Conversion app. Note, however, that app-level permissions are managed by your Workspace admin.

A campaign must also meet each of these conditions before it becomes eligible for conversions.

*Campaign status: Conversions can be added, edited, or removed from a campaign only before the campaign begins serving ad impressions. Confirm that the intended conversion details are applied to the campaign prior to running it.

**Conversion type: One type of conversion–Pixel or Postback–is supported per campaign.

The Conversion app surfaces a number of conversion reporting metrics. These metrics are critical in assessing whether an ad is performing as expected. They measure the effectiveness of a campaign by tracking the number of users who completed a desired action after interacting with the ad.

Refer to Conversion reporting metrics for a full list of these metrics and their definitions.

The Postback conversion creation process includes adding a Tracking Pixel URL and a Click URL after you select the attribution measurement partner of your choice.

The impression URL will be automatically appended to all creatives to monitor ad impressions across users’ devices. You’ll obtain this URL directly from the measurement partner you chose, then paste it in the available field during conversion creation in the IQM platform.

The Click URL is the destination where users will be directed to when they click on your ad. While this URL is likely a particular page of your brand’s website, you’ll also obtain this URL from the measurement partner you chose.

When you create a new Pixel conversion, you’ll choose how we should assign credit for a conversion. Your options include Hybrid, View Based, or Click Based attribution.

View Based attribution assigns credit for a conversion to an ad that was last viewed and never clicked, while Click Based attribution assigns credit to an ad that was last clicked. Hybrid attribution combines both the click-based and view-based methods to assign credit for a conversion either to an ad that was last clicked or an ad that was last viewed but not clicked.

When you create a new Pixel conversion, you’ll have the option to add up to three advanced customization options to it, if desired.

When you create a new Pixel conversion, you’ll have the option to add advanced settings that determine exactly how conversion events are attributed to your ad.