Post Conversion Tracking
Post conversion tracking and attribution are principles used at the cutting edge of Performance Marketing technology. With iQU, advertisers have now the ability pay for players who have already made some progress in a game – so after the conversion is made.
How it works?
iQU in consultation with the advertiser, multiple tracking events are positioned on different stages of his game.
Those events are placed after the agreed conversion point of the players (sign up, download, launch). iQU’s PCT platform tracks these events and ensures that traffic partners meet the pre-defined campaign goals. Reaching these goals can be rewarded with additional payouts for the publishers. Also, not reaching the goals can bring to pausing them.
This situation splits the risk for the advertiser, increases ROI and motivates publishers to deliver better quality traffic.
Campaign goals are commonly used to track the actions of a player after their registration (signup) in the game.
Sets of events that can be tracked:
Reached in-game level X
Second/third/etc. time logged in
Second/third/etc. day logged in
In-game purchase – Payment
Custom goal specified by the client
Implementation and Optimization
The attribution data that iQU now gets from post conversion tracking provides a better picture for additional source optimization. iQU uses this information to optimize our sources based on activity or payment behavior. We incentivize publishers with an increased payout for acquiring players that fulfill our criteria (using different tiers for different publishers). The campaign management changes, becomes from reactive to proactive process (iQU do the optimization for you proactively).