Tracking

When advertising online you must use a tracking system! Tracking plays an important role in organizing and controlling your advertising. Tracking is not a complicated subject but one you must learn in order to get the most out of your advertising campaigns.

What is traffic tracking?

The act of tracking is when the traffic arriving at your landing pages is forced to trigger a code that logs it into an event list. When logging each event 2 types of additional attributes are also documented; Network attributes and url parameter attributes.  Network attributes - As the code is triggered over a network call attributes such as location, device, operating system and language are logged. URL Parameter attributes - key and value parameters that reside in the URL can be logged. 

Click tracking VS Pixel tracking

Traffic tracking can be done in 2 methods:

  1. Click tracking -  the tracking is done between the source and the destination. For example when a user clicks an ad he is redirected to the tracker tracking link which in turn redirects the traffic to the final desired destination. The user who is being redirected is NOT aware that this has happened.
  2. Pixel/js tracking - The tracking is done on the destination itself. For example you have a website that you wish to log all the visitor arriving.

The benefit of click tracking is that a unique link is produced per source campaign and therefor the source is automatically identified when logging the traffic, The disadvantage is that when advertising a destination URL in many sources, a unique tracking link must be provided to each source.

The benefit of pixel tracking is that with a single tracking code you can log all traffic arriving in a destination without producing a special link for each one. The disadvantage is that identifying the source of the traffic is not possible in this case. For example If your website receives traffic that originated from an ad campaign on exoclick then the tracker will not have a way to identify this.

What are ad-network tracking Macros?

Every ad-network provides the use of tracking macros which can be sent dynamically as URL parameters when a traffic is triggered. For example you can add the {keyword} macro to your destination URL in google ads which will cause google to send the "keyword that triggered the ad" within the url. It is important to understand that there are dozens of ad-networks and each one provides different names for the macros.

What is a tracker?

A tracker is a software system that provides the following services: 

  1. Tracking link campaigns - A tracker provides a dashboard that lets you create tracking campaigns for one or more advertising destinations. For each tracking campaign you are provided with a single tracking link/code which when clicked on lead to the chosen destination. These tracking links are automatically produced with the appropriate macros per ad-network. The tracking campaign dashboard will allow you to modify the destinations after the fact without the tracking link being modified.
  2. Centralized cookie placement - The tracker produces a unique click id every time a single traffic passes through a tracking link. This click id is saved both in the traffic log list within the tracking account and on the user's browser with a cookie.
  3. Conversion tracking pixel -  A tracker will provide you a pixel code with which you can trigger and log a conversion. When triggered the conversion will be matched to a specific traffic event. One way of using this would be to redirect a user that purchased your traffic to a "thank you page" where the pixel resides.

Why use Click tracking for your Advertising

Sometimes I am asked why one should bother using a click tracker when advertising. Why not just put the final destinations explicitly into the ad campaigns?

If you are advertising in order to grow your business then surely you will end up with many ad-campaigns. spanning across many ad-networks. Here are some reasons why you must use a tracker.

  1. You want a centralized traffic view of all the campaigns you are running on all ad-networks campaigns.
  2. A tracker will provide you stats sliced by network attribute and ad-network macro parameters.
  3.  A tracker allows you to change destination URL's of ad campaigns without having to resubmit the ad-campaign for review. 
  4. You want to  match conversions to the origin traffic in one location without having to set up postback url's for each ad-network individually

What are the limitations of a click tracker?

As you have may realized by now, you must use a click tracker if you are scaling your advertising efforts. Without using a tracking solution you will lose yourself. Click tracking is a tools that does not provide all the answers to your advertising scalability. Here are 2 problems:

1. While a tracker can provide you with a click count it cannot provide you with the cost of those clicks. Most trackers will provide some improvised solutions to artificially insert ad-spend data approximation. This is by no means your accurate ad-spend and therefor seldomly used by advertisers to establish their profits and loss. For this reason it is not possible to optimize your advertising bids based on a tracker's data. It does give a general idea of what is working and what is not and that is about it.

2. Pixel conversions are not an accurate log of sales. Pixels are flaky at best. They can fire twice or not at all.

The Funkeyads tracker vs Other tracking solution

The ultimate goal of any advertiser should be to know the value of every element he is targeting in the advertising campaigns. A tracker is unable to provide this goal due to its limitations. Funkeyads ad-spend optimization platform provides additional services that when paired with the funkeyads tracker reach the desired goal.

  • Ad-spend import - with api integrations to ad-networks funkeyads imports and pairs the real ad-spend to the tracked data. by doing so it solves the limitation the trackers have with ad-spend.
  • Conversion import - with API integration to hundreds of affiliate networks and custom API solutions funkeyads can import the accurate conversions and revenue.
  • AI optimization - with accurate detailed profit and loss data Funkeyads is a complete BI solution that applies AI algorithms calculating the value of every element in your advertising stack. These algorithms take into account trend changes that may occur to any element. If you are a company running ad campaigns you now have a complete backend system optimizing every bid you make on traffic.
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