Tracking Offers with Custom Conversions



The Custom conversions feature lets you define multiple conversion types so that you can differentiate between them. After all, not all conversions are the same, and with this tool in place, you will be able to see not only which part of traffic converts most often, but also which users are most likely to generate additional income from upsells, or other post-install events.  
In the postback URL, there is a parameter, called et, and conversions will be categorized based on its value. Some affiliate networks let you input a specific postback URL for specific events - conversion types, but some only let you input one specific URL with a dynamic token that returns the event type name. This is why within Voluum you can define multiple et values that will be considered to be the same conversion type.
If you cannot use the postback URLs to track conversions, it is also possible to add the et parameter to your tracking pixel following the same pattern as for the postback URL. You can find an example how the tracking URL should look like in the FAQ section below.
The conversion types can only be defined by the owner of the Voluum account. Users, who were invited by the account owner and got access to the Voluum platform, cannot add the conversion types to the Voluum platform.


Let’s assume that you are sending traffic to two different affiliate networks, and you are promoting app install. Every time someone installs the app, you are earning $1, but also, every time someone purchases in-app virtual gold, you are earning $2.

1. The first affiliate network lets you define postback URL for both events:

postback URL for installing the app:[subid]&payout=[commission]&txid=[transactionID]&et=install

postback URL for in-app purchase:[subid]&payout=[comission]&txid=[transactionID]&et=purchase

2. The second affiliate network lets you only specify one postback URL, and they have a token for a conversion type, so you can specify as follows:

postback URL for both events: &txid=#TID#&et=#TYPE#

where the #TYPE# can return those values:

  • inst - when the app is installed
  • sale - for every in-app purchase

In Voluum, you want to see app installs and in-app purchases from both affiliate networks grouped together, so the correct setup would look as in the picture below:

To group together both conversion types, you need to add two custom conversion events to Voluum:

1. One for the App install custom conversion event:

2. One for the In-app purchase custom conversion event:

With that setup, every time there is a postback URL with et=install or et=inst, it will be categorized as an App install, and whenever there is et=sale or et=purchase, it will be considered as an In-app purchase, and reflected so in reports:

Defining Custom Conversions

Below you can find a short instruction how to add a custom conversion event
in Voluum and next, paste the defined postback URL to your affiliate network to be able to track conversions for a given conversion type:

I. Add a Custom Conversion Event

To add a new type of the custom conversion, called in Voluum custom conversion event, perform the following step:

1. Sign in to Voluum.

2. Click
the  icon (top right corner of the screen). Your account data view will show up.

3. Go to Custom conversions view.

4. Click the Create new button. The Add custom conversion event pop-up window will show up.

5. Provide a unique name of your custom conversion event.

Voluum Tip: While providing the custom conversion name, you need to take into account that the name will be displayed as a column header in reports, therefore it is recommended to have a consistent naming convention for all the names.

6. Provide accepted values for the et parameter added to the postback URL in Voluum. You need to take those values from your 
affiliate networks based on parameters the affiliate networks enable you to use in the postback URL.

7.  If required, y
ou can configure extra options for the custom conversion types you are going to add:
  • Include in 'Conversions' column defines whether the custom conversion is counted towards the general ‘Conversions’ count. If your custom event is, for example, uninstall, or some other internal metric, you might want not to add it to general conversions count.

  • Include in ‘Revenue’ column lets you choose whether revenue from a given custom conversion type is added to campaigns’ overall revenue.

  • Send postback to traffic source lets you choose if an outbound postback to the traffic source is fired when a given custom conversion is registered in Voluum.

  • Include in ‘Cost’ column is only applicable to the CPA cost model. When selected, even though the postback URL to the traffic source will be fired, still it will be counted only as an informational one, and not the one that incurs the CPA cost.

Voluum Note: When the Send postback to traffic source option is set, the Include in Cost column cannot be unselected.

II. Get the Postback URL

When you have added the custom conversion event, you need to define the postback URL that you are going to paste to the affiliate network. To do so, follow the steps:

1. In the 
Custom conversions view click the Copy to clipboard button.

2. Paste the copied postback URL to any tool where you can edit and specify the URL parameters. You need to define the following parameters in the URL:

Voluum Info: Keep in mind that the postback URL parameters should be replaced with the corresponding values defined by your affiliate network. To find that values you need to refer to the affiliate network documentation.

If you want to use more than one affiliate network, you need to set up the postback URL for each of them.

2a. cid - This is a mandatory parameter used to record a conversion. It is dedicated to passing Voluum's click ID.
2b. payout - This is an optional parameter used to pass the revenue amount per conversion.

2c. txid - This is an optional parameter that you can use to pass a unique transaction ID for each conversion.

2d. et - This is a mandatory parameter if you want to define a custom conversion type for your campaign funnel.

Voluum Note: The et parameter is marked as OPTIONAL in the postback URL because if you have not set it up, the conversions still will be recorded in Voluum. However, in this case you would not be able to differentiate the conversion types. If you want to record the custom conversions in Voluum, you need to define the et parameter.

3.  When you have defined all the parameters in the postback URL, paste the URL to the 
affiliate network. 

Frequently Asked Questions:

Have more questions about the Custom conversions? You might find the answer below:
  • How many slots can I create in the Custom conversions view?
You can add maximum 10 slots and define up to 10 parameter values per 1 slot.
  • Unfortunately I cannot use the postback URL to track conversions, so I use a tracking pixel. Can I still use the Custom conversion feature?
Yes, you can use the tracking pixel, tracking pixel URL, or tracking script. The concept of adding the custom conversion event is exactly the same, however you need to define your tracking pixel properly. In other words, you need to add the et parameter to the tracking pixel and an appropriate conversion type token specified by the affiliate network.

Getting back to the example presented above, the tracking pixel should look as follows:

  • For the first affiliate network:

    tracking pixel for installing the app:[subid]&payout=[commission]&txid=[transactionID]&et=install
    tracking pixel for in-app purchase:[subid]&payout=[commission]&txid=[transactionID]&et=purchase

  • For the second affiliate network where you can define one tracking pixel for both events: &txid=#TID#&et=#TYPE#
  • Can I remove a slot that I have already added?
No, you cannot do it. You can only modify the existing slot of the custom conversion type by selecting it and next, clicking the Edit button.

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