Setting up a Custom Traffic Source Entity

To run a campaign, you first need a steady stream of traffic to target. Traffic sources provide you with these visitors. You need to configure the traffic source entity in Voluum to be able to set up a campaign. 

1. Sign in to Voluum.

2. Go to Traffic sources. The Traffic sources view will show up.

3. Click the New traffic source button. The New traffic source - templates pop-up window will show up.

4. Click the Create custom button. The New traffic source form shows up.

5. P
rovide a unique name in the Traffic source name field.

Voluum Note

You need to take into account that not all traffic sources support all methods of conversion tracking.

Certain traffic sources support third party conversion tracking either via a S2S postback URL or tracking pixel (URL / Img / JS). 

It’s best to always check your source’s documentation to verify if conversion tracking methods are supported.

If you want to use the Traffic source postback URL option, it excludes the Pixel redirect URL option of the conversion tracking. In other words, you can use either the postback URL or the pixel redirect URL in the traffic source setup.

6. The following three options (Traffic source postback URL, Pixel redirect URL, Impression tracking) determine the way how you are going to track events in Voluum and pass infomration about conversions back to the traffic source. Moreover, you need to take into account that only some options are supported by your traffic source. Read the following points and select your way of tracking in Voluum:

6a. Traffic source postback URL and Pixel redirect URL fields: 

Depending on the method supported by the traffic source, you need to add your postback URL or pixel URL to your traffic source entity to relay conversions correctly back to the source.

The postback URLs are dynamic, while the tracking pixels are mostly static. 

Voluum Note: It is highly recommended to get familiar with both methods of the conversion tracking: server-to-server postback URL and tracking pixel. Certain traffic sources may require to copy and paste information to Voluum for a given campaign. Read the articles below to find out more about the methods:


6b. Impression tracking toggle: 

Voluum can generate an impression pixel for sources that support impression tracking and Cost per thousand impressions (cost per mille, CPM) costs. Turn on the toggle, if you want to use the impression tracking method for your campaigns associated with this traffic source entity.

Voluum Note: The 

Impression tracking field can be only set up, if the traffic source supports it.

   To learn more, go to the Impression Tracking in the Traffic Source Setup article. 

7. You might want to fill out the advanced parameters in your traffic source's configuration:

Advanced Parameters: The advanced parameters set in your traffic source entity enable you to pass additional information from the traffic source, for example source or zone ID, that can be then used as a good basis for targeting and optimization. All of them are automatically appended to the Campaign URL or Impression pixel URL in the configuration of a campaign created per traffic source entity.

Voluum Info: With the Advanced Parameters, you can customize the data you pass from your traffic source to Voluum. If only supported by the traffic source, it enriches your campaign reports. It enables you to then make the necessary changes to your campaign's primary targeting on the source's side. 


This field is used for naming your variable reports. You can provide the names that are most meaningful to you. Those names will be displayed in Voluum's reports.


This is entered into your campaign URL’s query string and is directly related to a corresponding token.


This is the token you receive from your traffic source and is used to relay specific data variables.


This defines whether the variable is tracked and included in your reports.

External ID

Use this parameter to track external unique IDs. This option is (typically) used when you need to return a click ID to the traffic source for conversion tracking purposes.





If only supported by the traffic source, always available.


You should only add this parameter/placeholder if your traffic source can dynamically record costs. This will enable you to automatically track costs using the Auto setting in the campaign setup.





If only supported by the traffic source, always available. 

Custom variable

Most traffic sources let you pass extra arguments in the destination URL, such as publisher ID, target ID or keyword. If included, Voluum can track these dynamic parameters and generate additional report insights.





Available only if a toggle is turned on.

You might either want to take a look how to add an affiliate network entity to Voluum. To learn how to do that, read the 

Adding an Affiliate Network Entity guide.

Frequently Asked Questions:

Have more questions about the traffic source? You might find the answer below:

  • I haven't found a template of my traffic source in Voluum? Do I still need to set up the traffic source?
Yes, you do. Creating the traffic source in Voluum is a mandatory step in the process of setting up a campaign. Briefly speaking, it allows to map pieces of information between the traffic source and the Voluum platform to gather as much as possible data while propagating your campaign.
  • There are Available URL tokens listed in the traffic source configuration window? Should I use them? What do they mean?

Tokens enable you to pass back additional data to the traffic source upon conversion via their supported S2S postback URL. You can only use them if your traffic source uses a server-to-server postback call. If there is only a pixel redirect URL, you do not need to use tokens at all. The most important is the {externalid} field in Voluum that should be mapped with a unique clickid/subid defined in the traffic source.
  • What is {externalid}?

{externalid} is a unique parameter in a postback URL that you can define while adding a traffic source in Voluum. The server-to-server postback URL enables you to send data from one server to another by requesting a unique URL using the HTTP (or HTTPS) protocol. When you define the postback URL with tokens such as clickid, you can send this data back to the traffic source. The clickids (or subid, the token name is defined by the traffic source) are used to track a unique conversion event per user. You need to map this clickid with the Voluum’s externalid while configuring the traffic source.  This allows to send back information to the traffic source that the successful conversion has been registered.

  • What are the {var1}, {var2}, ... tokens?

The {var1}, {var2} and var-typed fields are tokens that return values of given custom variables paased from the traffic source.

  • I have added the entity of my traffic source, but the traffic source documentation says that they don't support a postback URL. Will I be able to track conversions in Voluum?

Yes, you will be able to track conversions in Voluum, but you will not be able to track conversions in the chosen traffic source. It is mandatory to define the traffic source in Voluum, but the Traffic source postback URL field in the traffic source configuration is optional. The reason of setting up this field as optional is that some traffic sources may not use a postback URL, therefore you will not have one. In that case, you will not be able to track conversions in the traffic source, because there will be no data that allows to uniquely identify user’s actions. However, you can still register visits and conversions in Voluum. The traffic source may also use a pixel redirect URL. For example, Google AdWords and Facebook traffic source exchange data based on it.
  • I would like to find out more about the automatic tracking cost of a campaign.
To track cost automatically in Voluum, first you need to set it up in the traffic source’s configuration and then, select the Auto option in the Edit Campaign window. To double-check if all options are correct, in the configuration of the traffic source selected for your campaign check if the Cost in the Advanced Parameters is mapped with the cost parameter provided by the traffic source. To do so, first you need to go to the traffic source documentation and find the name of the parameter and then double check the provided Cost field in the Advanced Parameters section.

Take a look at the example of mapping the Cost parameter in the

Advanced Parameters section in the traffic source configuration:

Once the

Cost field has been mapped, select the Auto option in the campaign’s configuration with the traffic source entity you have set up. You should see the campaign’s cost in Voluum.

  • I want to track how many times my ad was displayed, is it possible in Voluum?

This is called impression tracking. An impression is tracked each time a user loads a webpage that an impression pixel is placed on. Therefore, it requires that your traffic source supports impression pixels. Once you have confirmed that the impression pixel can be enabled in the traffic source, you need to perform the steps in the Tracking Impressions in Voluum article.


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