TA B L E O F C O N T E N T S Abstract / instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Glossary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 An Introduction to Voluum . . . . . . . . . . . . . . . . . . . . . . . . . . 6 1.1. Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
1.
2.
3.
Voluum Key Features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.1. Advanced database technology . . . . . . . . . . . . . . . . . . . 2.2. Real-time data, straight from the cloud. . . . . . . . . . . . . . 2.3. Network security. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.4. Extensive traffic support . . . . . . . . . . . . . . . . . . . . . . . . . . 2.5. Zeropark integration. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.6. Voluum DSP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
The building blocks of Voluum campaign creation. . . . . 10 3.1. Traffic source. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 3.2. Affiliate Network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 3.3. Offer. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 3.4. Landing page (“Lander”) . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Traffic source setup. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.1. Adding a traffic source (Predefined template) . . . . . . . . 4.2. Conversion tracking (Traffic Source). . . . . . . . . . . . . . . . 4.3. S2S postback URLs and External ID. . . . . . . . . . . . . . . . 4.4. Postback URL formats . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.4.1. API key / Account ID specific postback URLs. . . . . 4.4.2. Campaign-specific postback URLs. . . . . . . . . . . . . . 4.5. Available URL tokens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.6. Pixel Redirect URL. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.7. Impression tracking. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.8. Advanced settings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4.
12 13 14 15 16 16 16 19 20 21 21
Adding an affiliate network (trusted). . . . . . . . . . . . . . . . . 23 5.1. Trusted Affiliate Networks . . . . . . . . . . . . . . . . . . . . . . . . 23
5.
6 6 7 8 8 9 9
6.
Adding an Affiliate Network (Manual) . . . . . . . . . . . . . . . . 6.1. Affiliate Network: Additional settings. . . . . . . . . . . . . . . 6.1.1. Append click ID to offer URLs. . . . . . . . . . . . . . . . . . 6.1.2. Accept duplicate Postbacks. . . . . . . . . . . . . . . . . . . 6.1.3. Only accept postbacks from whitelisted IPs. . . . .
24 25 25 26 26
Conversion tracking/Offer setup. . . . . . . . . . . . . . . . . . . . . 7.1. Conversion-tracking methods & parameters: Click ID, payout and transaction ID. . . . . . . . . . . . . . . . . . 7.2. S2S postback URL. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7.2.1. Where can I find my Voluum postback URL?. . . . . . 7.3. Passing click ID (required) . . . . . . . . . . . . . . . . . . . . . . . . . 7.4. Payout tracking: Auto or Manual (optional). . . . . . . . . . . 7.4.1. Auto. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7.4.2. Manual. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7.5. Transaction ID (optional). . . . . . . . . . . . . . . . . . . . . . . . . . . 7.6. Tracking pixels. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7.7. Where can I find my Voluum tracking pixel? . . . . . . . . .
27 29 29 30 30 32 32 33 33 34 35
Offer setup. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8.1. Naming Offers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8.2. Offer URLs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8.3. Available URL tokens (optional). . . . . . . . . . . . . . . . . . . 8.4. Postback URL. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8.5. Payout . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
37 38 39 40 41 41
ander – Pre-setup: Lander hosting, CTA L click tracking & dynamic callout (script) . . . . . . . . . . . . . . 9.1. Lander hosting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9.2. CTA: Click tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9.3. Where can I find my Voluum Click URLs?. . . . . . . . . . . 9.3.1. Click URL (single CTA). . . . . . . . . . . . . . . . . . . . . . . . 9.3.2. Multi-offer click URL (multiple CTAs) . . . . . . . . . . . 9.4. Performing dynamic call-outs (Optional). . . . . . . . . . . . 9.4.1. Dynamic Call-out script. . . . . . . . . . . . . . . . . . . . . . .
42 42 43 44 44 44 46 46
7.
8.
9.
VOLUUM USER GUIDE PAGE 2
Lander setup: Adding a lander. . . . . . . . . . . . . . . . . . . . . . 48 10.1. Lander name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 10.2. Lander URL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 10.2.1. Available URL tokens . . . . . . . . . . . . . . . . . . . . . . . . 49 10.3. Number of offers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 10.
Campaign creation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 11.1. Campaign Name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 11.2. Traffic cost models . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 11.3. Redirect modes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 11.3.1. 302. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 11.3.2. Meta-refresh. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 11.3.3. Double meta-refresh (DMR). . . . . . . . . . . . . . . . . . . 53 11.4. Destination. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 11.
Destination – Flow: creating a Flow . . . . . . . . . . . . . . . . . 54 12.1. Flow: Name. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 12.2. Flow: Default Redirect mode. . . . . . . . . . . . . . . . . . . . . 55 12.3. Flow: creating Paths (default). . . . . . . . . . . . . . . . . . . . . 56 12.3.1. Flow: Path - General settings. . . . . . . . . . . . . . . . . . 57 12.4. Flow: Path – Adding Landers and Offers. . . . . . . . . . . 58 12.4.1. Adding Landers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 12.4.2. Adding Offers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 12.5. Flow: Paths – editing, deleting and restoring Landers & Offers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 12.6. Saving a Flow Path(s). . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 12.7. Adding additional Paths (default). . . . . . . . . . . . . . . . . . . 61 12.8. Flow: Path duplication – Split testing. . . . . . . . . . . . . . . 61 12.9. Flow: Saving your Flow and adding it to a campaign. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 12.
Campaign creation: destination – URL. . . . . . . . . . . . . . . 68 14.1. Campaign creation: destination – URL; saving your campaign. . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
14.
Reporting – global dashboard. . . . . . . . . . . . . . . . . . . . . . 15.1. Reporting – general settings . . . . . . . . . . . . . . . . . . . . . . 15.2. Reporting – global reports. . . . . . . . . . . . . . . . . . . . . . . . 15.2.1. Reporting – global: entities. . . . . . . . . . . . . . . . . . . . . 15.3. Reporting – Campaign specific. . . . . . . . . . . . . . . . . . . . . 15.3.1. Reporting – Campaign: Report groupings . . . . . . . 15.4. Reporting: analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15.4.1. Reporting: performance indicators. . . . . . . . . . . . . . 15.
70 72 74 76 77 78 82 82
ptimization: retargeting using O rule-based Paths. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84 16.1. Adding a rule-based Path to your campaign (Path/Flow). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84 16.2. Rule-based Path: logic and application. . . . . . . . . . . . . 86 16.3. Multiple rule-based Paths: order and application. . . . 87 16.
Additional info. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 17.1. Impression tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 17.1.1. TS template setup. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 17.1.2. Where do you find your impression pixel?. . . . . . . . 89 17.2. Impression reporting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 17.3. Custom Domain setup . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 17.3.1. Adding a custom domain. . . . . . . . . . . . . . . . . . . . . . . 91 17.4. Why would I need to use a custom domain? . . . . . . . . . 93 17.
Campaign creation: destination – Path; general settings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 13.1. Campaign – Path: adding Landers and Offers . . . . . . 66 13.1.1. Adding Landers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 13.1.2. Adding Offers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 13.2. Campaign: Paths – editing, deleting and restoring Paths, Landers and Offers . . . . . . . . . . . . . . . 67 13.3. Campaign – Path: saving your campaign. . . . . . . . . . . 68 13.
VOLUUM USER GUIDE PAGE 3
ABSTRACT Using this guide, you will learn how to utilize Voluum and analyze the data it tracks, allowing you to quickly build profitable campaigns.
INSTRUCTIONS To help you easily navigate through this user guide,
Clipboard: The clipboard icon is there to alert you
we’ve created a set of icons that highlight the different
to some specific examples of code that you can use
types of content. Below is an explanation of each of
in Voluum for correct configuration. So, if you’re
these:
short of time but need some code, just look for the dedicated icon.
Paper clip: By clicking on the paper clip, you can visit some of the external sites that are connected to this
Speech bubble: The speech bubble icon highlights
user guide. These include the Zeropark demo account,
the tips & Tricks or Notes-based content. These are
as well as the homepage and also our other products,
special fragments of text that draw your attention to
Voluum TRK and Voluum DSP.
something really important or useful. So, if you’re in the middle of using Voluum, make sure you look for these,
Map cursor: If you select the map icon you’ll be
as they likely contain some really helpful info.
interactively reverted to a specific page or chapter within the user guide itself; in other words, this an
In the top-right corner you will also find a handy
internal link that connects all the different section so
interactive menu bar. By clicking the relevant tabs, you
of the user guide. This is really handy if you’re in a rush
can revert to the table of contents, or can navigate to
and need to do something specific.
either the previous or following chapter.
VOLUUM USER GUIDE PAGE 4
G LOSSA RY
AD Advertisement AP Average payout API Application Programming Interface CDN Content Distribution Network (global servers that deliver static content, e.g., images, html/css/js files, etc., to your users) CPA Cost per acquisition/ action CPC Cost per click CPI Cost per install (i.e., app download and install triggers the conversion event) CPL Cost per lead CPM Cost per thousand (usually impressions) CPV Cost per view CV Conversion CVR or CR Conversion rate CRO Conversion rate optimization CTA Call to action CTR Click-through rate DNS Domain Name System DSP Demand-side platform
ESP Email service provider EPV Earning Per Visit EPC Earning Per Click FTP File transfer protocol (the primary way you interact with your server file system, i.e., upload/modify files) HTML HyperText Markup Language HTTP HyperText Transfer Protocol HTTPS HyperText Transfer Protocol Secure ID Unique Identifier IP Internet Protocol, e.g., IP address: 123.012.123.078 ISP Internet service provider LP Landing page OS Operating system PPC Pay per click PPL – Pay per lead PPV Pay per view QPS Queries per second ROI Return on investment (Formula = (revenue costs) / costs.
Break even = 0% ROI. Loss = negative ROI; spending $100 and earning $150 is 50% ROI) RON Run of network RTB Real-time bidding S2S Server-to-server; used for conversion tracking, e.g., Postback URLs are a type of server-toserver tracking SaaS Software as a service (software/application platforms that run as a service and generally charge on a monthly basis) TS Traffic source UI User interface URL Uniform resource locator (specific address for a certain resource on the Internet) VAR Variable
VOLUUM USER GUIDE PAGE 5
GO TO
1.
1.1.
AN INTRODUCTION TO VOLUUM
VOLUUM’S KEY FEATURES
OVERVIEW
The following sections explain some of the key
Voluum is an advanced, real-time SaaS analytics
2.
features that make Voluum fast, simple and secure:
platform, designed for performance marketers and self-serve advertisers to track the progress and profitability of their online campaigns.
ADVANCED DATABASE TECHNOLOGY Voluum is powered by its own database technology that enables the processing of billions of real-time data requests within the blink of an eye. The Queries Per Second (QPS) rate is at around 500,000 (updates) per second and can scale to 1m QPS.
VOLUUM USER GUIDE PAGE 6
2.1.
GO TO
2.2.
* Go to iTunes Store * Go to Google Play Store
REAL-TIME DATA, STRAIGHT FROM THE CLOUD Voluum is a SaaS solution, so you can access it
The unison of Voluum’s proprietary DB technology
with any browser or using our dedicated mobile
and its dedicated secure cloud network means that
apps available on Android and iOS. Our proprietary
large amounts of real-time data is accessible anytime,
database technology is served via an advanced cloud
anywhere. With easily accessible, rich, live data,
network of nine strategically placed data centers.
Voluum empowers advertisers to seamlessly analyze, optimize and, subsequently, monetize their campaigns.
This extensive and reliable network results in high-speed redirects and significantly * Compared to self-hosted tracking solutions or cloud-hosted tracking solutions with a limited network.
reduces the risk of click-loss*.
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2.3.
NETWORK SECURITY
EXTENSIVE TRAFFIC SUPPORT
Voluum’s network security is covered by the
Voluum’s robust infrastructure provides endless
same encryption and authentication methods
scalability for all traffic types, regardless of the amount.
that are prevalent within global financial systems. Furthermore, in the unlikely event that one of Voluum’s data centers experiences some downtime, all traffic will then be redirected to the nearest datacenter, meaning that your campaigns are always live and clicking.
VOLUUM USER GUIDE PAGE 8
2.4.
GO TO
2.5.
* Voluum subscription charges still apply. To find out more, visit our pricing page here.
ZEROPARK INTEGRATION
VOLUUM DSP
Zeropark is our own in-house ad exchange,
Voluum DSP is our Mobile Demand Side Platform,
which is fully integrated with Voluum. As such,
which is fully integrated with our Voluum tracking
tracking Zeropark traffic events within Voluum is
platform.
2.6.
free of charge*. Voluum DSP offers marketers a consolidated solution Zeropark supplies a rich inventory of traffic
for media buying and optimization. Like the tracking
in the following formats:
platform, Voluum DSP focuses on usability, enabling
• Premium PPV (Popunder)
marketers to quickly set up campaigns and add
• Domain (Redirect traffic)
creatives, while empowering them to optimize their
• Search
performance directly from the reporting functionality of the Voluum tracker.
With a monthly average of 150 billion redirects, Zeropark offers advertisers seamless access to
Voluum DSP and the Voluum tracker are built on the
huge traffic volumes via its intuitive and user-friendly
same infrastructure, meaning marketers are safe
interface.
in the knowledge that all bid requests are processed through the system thanks to our powerful QPS
Furthermore, publishers can tap into this demand,
engine. And more bid requests means better visibility,
which comprises 5,000 active advertisers and over
better wins, and more quality conversions.
20,000 active campaigns. Click here to find out more about Voluum DSP. Click here to preview Zeropark’s UI via its dedicated demo account. Click here to go to the Zeropark homepage.
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3.
THE BUILDING BLOCKS OF VOLUUM CAMPAIGN CREATION A Voluum campaign consists of several specific elements that are defined by an advertiser to firstly, organize the reporting of third party data, and secondly, to determine the destination of their targeted traffic. For the first aspect, this is achieved through the creation of a traffic source template and an affiliate network (optional) within Voluum. Adding these two elements means the advertiser can have relative labels for each, resulting in comprehensive campaign reports. For the second aspect, this is covered by the creation of a landing page (optional) and an offer. The advertiser’s own requirements will decide how they configure their campaign’s funnel within the scope
TRAFFIC SOURCE
3.1.
Internet users are aggregated by ad exchanges (or “traffic sources”) from their origin (publisher) sites. These aggregated groups of users represent a potential audience for advertisers to target their campaigns to. Voluum users target this traffic – the “audience” – and push offers to them via their campaign (URL) to gain conversions. An example of a traffic source is Zeropark. This type of aggregation platform provides advertisers with easy access to high volumes of traffic on a global scale. The addition of a traffic source template enables an advertiser to label each campaign based on the specific target source, along with any additional traffic (variable) data that can be sent. Click here to jump to traffic source set-up.
of these two elements. To summarize, the key building blocks are: • Traffic source • Affiliate Network • Offer • Lander Here is a breakdown of each of these elements:
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3.2.
AFFILIATE NETWORK
OFFER
An Affiliate Network provides digital advertisers with
This is the product or service that the advertiser wants
access to online merchants’ “offers” through their own
to promote or sell through their campaign. Offers
affiliation programs. Essentially, an affiliate network
are generally the endpoint for traffic sent through
serves as an intermediary vendor of offers sourced
a Voluum campaign funnel. The most important factor
from the proprietary (“original”) merchant to affiliates
to cover when configuring an offer is the correct setup
within their network.
of conversion tracking. This is because the successful
3.3.
registration of conversions from an offer enables The affiliate can then access third party offers to
the advertiser to accurately assess the performance
publish within their own campaign(s). In most cases,
of their campaigns.
the advertiser’s aim is to drive conversions for the merchant offer and, in return, earn a commission for
In Voluum, there are two different supported methods
each successful acquisition.
for tracking conversions: • Server-to-server (S2S) postback URLs
Adding an affiliate network within Voluum enables
• Tracking pixels
organizing offers sourced from a particular network – self-advertisers can also use an “affiliate network”
Further information on conversion tracking methods
label to organize their own (proprietary) offers.
is covered here.
Click here to jump to affiliate network setup.
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3.4.
LANDING PAGE (“LANDER”) A Lander is an intermediary web page shown after a visitor clicks on an ad, and which also precedes
TRAFFIC SOURCE SETUP
an offer. Essentially, a landing page is an extension
To run a campaign, you first need a steady stream
of the ad that displays sales or marketing information
of traffic to target. Traffic sources provide you with
intended to entice a visitor to “click through” to the
these visitors, and the following section shows you
respective offer.
how to configure a traffic source template within Voluum.
Well-designed landing pages result in a higher click-through rate (CTR%) and subsequently, a higher conversion rate (CR). Landing pages are generally created by the advertiser in multiple variations with the aim of performing A/B split-testing within a campaign. In Voluum, split-testing is easy to do via the creation of distinct destination paths within a campaign. Note: Landing pages must be hosted externally of Voluum, preferably via a reliable CDN (content delivery network). Click here to jump to lander set-up
VOLUUM USER GUIDE PAGE 12
4.
GO TO
4.1.
ADDING A TRAFFIC SOURCE (PREDEFINED TEMPLATE)
STEP 3 Click on your preferred traffic source. Once you’ve made your selection, click the button.
STEP 1 To add a new traffic source, select the tab in the main panel view (top center screen). Next, click on the
button.
A new settings panel will now open. Tips & tricks: It’s best to check if your preferred traffic source is in the Voluum list of predefined sources
You should now see that your traffic source template has been populated with the supported tracking parameters. In the above example, we’ve chosen 50onRed Intext as the traffic source template.
before defining one manually.
STEP 4 Click the
STEP 2 Click on the
button.
Here you can choose a predefined template from a list of different traffic sources.
button to save all your
predefined traffic source template data. You will now be returned to Voluum’s global panel view and will see your newly added traffic source listed. Tips & tricks: Some sources require you to edit the postback URL if you want to take advantage of conversion tracking. More detailed info on how to do this can be found here.
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4.2.
CONVERSION TRACKING (TRAFFIC SOURCE) Certain traffic sources support third party conversion tracking either via a S2S postback URL or tracking pixel (URL / Img / JS). Tips & Tricks: It’s best to always check your source’s documentation to verify if conversion tracking methods are supported. This is generally applied for sources that sell traffic via a CPA model. This is because it’s required to receive the conversions for calculating the effective cost per acquisition (eCPA).
A source may also support third-party conversion tracking to enrich an advertiser’s campaign reports. This enables an advertiser to then make the necessary changes to their campaign’s primary targeting on the source’s side. Depending on the method supported, you must add your URL or pixel to your traffic source template to relay conversions correctly back to the source. As explained within our tooltips, postback URLs are dynamic, while tracking pixels (Pixel redirect URLs) are static. More information on each of these conversion tracking methods can be found in the next section.
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4.3.
S2S POSTBACK URLS AND EXTERNAL ID A server-to-server postback URL lets you send data from one server to another by requesting a unique URL via a HTTP (POST) method. All click IDs sent by a source are then recorded as In Voluum, a postback URL request to the traffic source
external IDs in Voluum.
is performed when a conversion has been successfully registered within the related Voluum campaign.
Voluum’s supported
token then needs
to dynamically relay click IDs to the defined postback Generally, postback URLs include unique parameters
URL once a conversion is successfully registered.
defined by the source to send specific data variables when requested. The most common data variable sent within any postback request is a click ID. Click IDs are random alphanumerical strings generated by traffic sources, affiliate networks and tracking platforms to uniquely identify and record inbound or outbound users (clicks). Furthermore, click IDs are used as a standard method to track a unique conversion event per user. In a configured Voluum traffic source template, click ID tokens are generally mapped into the External ID field.
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4.4.
POSTBACK URL FORMATS
For example, 50onRed Intext uses an account-specific postback URL:
Instead of a global postback URL option based solely on a subid parameter, some sources also require account IDs or campaign IDs to be mapped within the supported postback URLs. Below is an an overview of each different format. Tips & Tricks: Voluum’s predefined traffic sources using
4.4.1.
API KEY / ACCOUNT ID SPECIFIC POSTBACK URLS Account-specific postback URLs normally contain both a subid parameter and an account ID parameter. For account-specific postback URLs to work correctly, you must append a unique API key or account ID to a designated parameter within the source’s
either an account or campaign-specific postback URL will include REPLACE within their query string, along with a tooltip description. Configuring an account-specific postback URL is relatively simple as it’s only required to update an API key/account ID once per source account/traffic source template.
postback URL.
CAMPAIGN-SPECIFIC POSTBACK URLS Tips & Tricks: API keys /account IDs are provided by the related traffic source. Contact the source’s support team if you need help with locating your unique API key/account ID.
Campaign-specific postback URLs are configured with both a subid parameter and a campaign ID parameter. A good example of a campaign-specific postback URL is that which is currently used by AdCash. Example postback URL supplied by AdCash: http://www.adcash.com/script/register_event. php?key=UNIQUEID&idform=UNIQUEID& campagne=UNIQUEID&cid={clickid}
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4.4.2.
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AdCash’s postback URL query string has e 4 distinct parameters: key______________________________ Account ID idform____________________________ Unique ID campagne________________________ Campaign ID cid______________________________ SubID
The campaign-specific parameters used in this postback are idform and campagne. Each relevant value is uniquely generated for each campaign created on AdCash. To correctly capture this data in Voluum, AdCash tokens need to be mapped into a dedicated traffic source template. Here is an example of an AdCash template that has its supported tokens and postback URL manually defined: In this template, the AdCash [clickid] token is mapped to the external ID field and the remaining tokens are mapped to the custom variable fields 1 to 6 . This is important because Voluum uses its own internal tokens to reference the source’s data tokens that have been mapped to each specific field within a traffic source template.
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You can use two different Voluum token formats:
Using this configuration, all data successfully passed from AdCash and recorded in a Voluum campaign
Numerical format:
to
is then dynamically relayed back to AdCash once a conversion is recorded. Remember to append your
Name format:
API key from AdCash after the key= parameter.
The numerical format relates to the custom variable
Note: The idform variable (var6) is static and must be
field number and the name format to the custom name
manually added to the campaign URL(s) on AdCash.
defined in the right-hand Name column. Idform values are supplied for every new campaign For example, AdCash’s [campaign] token is mapped to
created on AdCash.
the custom variable 1 field with the name defined as ‘campaign’.
Example Voluum campaign URL placed for an AdCash campaign: http://demo.voluum.com/1337demo-9eec-4c18a458-e9243463c745?campaign=[campaign]&country=
The corresponding Voluum tokens used to refer this
[country]&lang=[lang]&time=[time]&zone=[zone]
data will be {var1} or {var:campaign}
&idform=123121&cid=[clickid]
When entering Adcash’s postback URL into the related
All other dynamic tokens should be resolved for each
template, it’s important to use the correct Voluum
click sent from AdCash.
tokens to ensure that the correct data is passed. Here’s an example AdCash postback URL with the correct Voluum tokens mapped: http://www.adcash.com/script/register_ event.php?key=REPLACE_WITH_API_ KEY&idform={var6}&campagne={var1}&cid={externalid}
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4.5.
AVAILABLE URL TOKENS Visit Geo Data Voluum offers a broad range of URL tokens that enable you to pass additional data back to the source following conversion. This enables you to then cross-reference data sent from Voluum within your source’s conversion reports. The available tokens cover the following data variants: • D ata initially passed from the traffic source (external id and custom variables) • Identifiers of associated elements within Voluum (Campaign, Lander, Offer, etc.) • V isit and conversion data recorded within the campaign (IP, cid, transaction ID, etc.) Tips & tricks: Whether additional data is passed depends on the parameters your traffic source
Operating system / version Browser / version Device type / Brand / Model Language Conversion data: Transaction ID / Click ID / Payout $
Traffic source data
supports in its Postback URL. We recommend that you review your traffic source’s tracking documentation to verify which parameters it supports.
Refferer data / IP
. ISP / Carrier / Connection type
Voluum Element IDs
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4.6.
PIXEL REDIRECT URL
From the available pixel formats, only the URL format
When a S2S postback URL isn’t supported by the
If only an IMG or JS is available from a source, then you
source, it may supply a tracking pixel as an alternative method to track conversions.
is compatible for use as a pixel redirect URL.
must take the non-script URL within the pixel for use as a Pixel Redirect URL in your traffic source template. All attached tags should also be removed from the URL; for example, <IMG>, <no-script> etc. Tips & tricks: This solution is cookie-based; therefore
The Pixel redirect URL option is used when you need to fire client-side conversions back to your traffic source via a static pixel.
a browser needs to be cookie-enabled for this functionality to work. Also, the URL tokens cannot be used for tracking pixels placed within a traffic source template.
Note: It will only be correctly initiated when a tracking pixel is used within the related Voluum campaign – this is a ‘piggyback’ pixel. Tracking pixels are usually supplied in the following formats: • U RL: Pixel URLs are activated by a HTTP GET or POST request. • I MG: Image pixels are placed in the body section of a page and are normally activated upon page load (impression) • J S: Javascript pixels are placed in the head section of a web page and can be initiated upon page load (impression) or by a defined action.
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4.7.
IMPRESSION TRACKING
ADVANCED SETTINGS
Voluum can also generate an impression pixel
By clicking on the Advanced settings, you can
for sources that support impression tracking
customize the data you pass from your traffic source
and CPM costs.
to Voluum. This helps you to get enhanced insights into campaign reporting, which can then be used as a good basis for targeting and optimization. All parameters and tokens defined within the Advanced settings fields are automatically appended
With this option enabled, an impression pixel
to the campaign URLs created per traffic source
is supplied for each campaign created with
template.
the related traffic source template. Further information on impression tracking can be found in the campaign creation section.
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Here is a breakdown of each of the required fields: Parameter: This is entered into your campaign URLâ&#x20AC;&#x2122;s query string and is directly related to a corresponding token. For example: www.domain.com/?parameter= Placeholder: This is the token you receive from your traffic source and is used to relay specific data variables. For example: www.domain.com/?parameter={placeholder} Name: This field is used for naming your variable reports.
Cost: 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 campaign setup. More information on different cost models can be found here. Custom Variables: Most traffic sources let you pass extra arguments in the destination URL, such as publisher ID, target ID or keyword. Voluum can then track these dynamic parameters and generate useful reports.
Track: This defines whether the variable is tracked and included in your reports. As listed within the template, unchecking the Track option will not affect the data shown in a conversions report.
Tips & tricks: Not every traffic source supports dynamic cost tracking, so we always recommend that you double-check with your source if this option is available.
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.
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5.
ADDING AN AFFILIATE NETWORK (TRUSTED)
TRUSTED AFFILIATE NETWORKS
The affiliate network option enables you to group
available within Voluum:
Currently there are five trusted affiliate networks
offers by their particular source. This is useful for organizing offers based on whether they are sourced from a third party (network) or are proprietary offers. To add an affiliate network:
STEP 1 Select the
tab in the main dashboard.
STEP 2 Now click the
button.
STEP 3 Next, select the
tab to see if your
network is listed.
Note: Each trusted network specializes in specific offer
A new window will open with a list of Voluumâ&#x20AC;&#x2122;s trusted
type of campaigns you are promoting.
types, so you should check if any of those listed fit the
affiliate networks.
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STEP 4 Select your preferred network and then click
.
ADDING AN AFFILIATE NETWORK (MANUAL)
Voluum will then automatically generate an example Postback URL for the chosen network.
Follow the steps below if your affiliate network is not included in the trusted list or if you want to create one to group your own offers into.
STEP 1 Select the
tab in the main dashboard.
STEP 2 Now click the The above screen shows you how the MundoMedia
button.
network template should look with the postback URL
STEP 3
supplied to track conversions.
Define a Name for your affiliate network. DemoAffiliateNetwork is used in this example;
Further information on conversion tracking via a S2S postback URL or tracking pixel can be found here. Click here to jump to the ‘Affiliate Network: Additional settings’ section.
STEP 4 (Optional): Toggle the desired additional settings for your network (explained below):
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6.1.
AFFILIATE NETWORK: ADDITIONAL SETTINGS This option is intended to save time when adding offer After loading a trusted affiliate network or creating one
URLs to offer elements created in Voluum.
manually, there are several optional settings available within the affiliate network configuration.
This mainly applies to networks supplying offers with a subid parameter already mapped to the end of the offer URL’s query string. Example offer URL as supplied by a network: http://demo-network.com/?aff_id=1337&offer_ id=13432?subid=
Below is an overview of each option:
Example offer URL with a click ID passed: http://demo-network.com/?aff_id=1337&offer_
6.1.1.
APPEND CLICK ID TO OFFER URLS With this option active (ticked
), all offers created
id=13432?subid=c384EFV6JHQODRN70575OK6UG5 Note: It’s important that the parameter used to pass
and grouped with the related affiliate network have
the click ID is at the end of the offer URL’s query string
Voluum’s click ID automatically passed in the offer’s
when this option is active.
URL. Tips & Tricks: Networks have their own dedicated Note: With this active, the {clickid} macro is not
subid parameters and tokens to receive and relay third
visible in the offer URL itself. Instead it will be passed
party data. We therefore recommend that you always
dynamically by Voluum when a visitor (click) is
check with your network’s documentation which
redirected to an offer.
parameters it supports, to pass data correctly within offer/postback URL strings. Click here for more information on using postback URLs to track conversions. VOLUUM USER GUIDE PAGE 25
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6.1.2.
ACCEPT DUPLICATE POSTBACKS By default, Voluum will not accept a duplicate postback request (conversion) if another postback request with the same click ID value was previously registered without a unique transaction ID. This avoids registering duplicate postback requests
Tips & Tricks: If an offer’s funnel has multiple sequential conversion steps – or “upsells” – you should assign a unique txid (transaction ID) value to each unique postback URL/pixel applied for each step. Click here to find out more about using txid to track multiple conversion steps per visitor.
as unique conversions and therefore skewing your reporting.
ONLY ACCEPT POSTBACKS FROM WHITELISTED IPS Selecting the Accept Duplicate postbacks option will override this default setting and, as a result, each postback request with an undefined txid value will
With this option active, you can whitelist a selection of IPs for inbound postback requests. To add a list of IPs, enter a single IP per line.
be recorded as new, even if another postback for the same cid was previously recorded. Note: We don’t recommend using the Accept duplicate postbacks option unless you are sure the network processes outbound postback requests reliably. This is because some requests are sent twice simultaneously, and this could otherwise result in false positives – especially with client-side postbacks (pixels).
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Tips & Tricks: The IPs used for outbound postback requests on the network side can usually be provided by your affiliate account manager. Any inbound postback requests (conversions)
CONVERSION TRACKING/ OFFER SETUP
7.
originating from IPs that aren’t whitelisted will be
An offer is the product or service being promoted to an
discarded by Voluum.
audience via a targeted campaign – and served via an advertising format.
STEP 5
Offers can either be sourced from an affiliate network,
After all the options have been set for your affiliate
directly from a merchant or be proprietary.
network in Voluum, click on your list of active affiliate networks.
to add it to They are commonly the endpoint of a campaign’s funnel and their success depends on the following metrics: CR% : Conversion rate (clicks) This is calculated by the total amount of conversions divided by the total clicks ( landing page). For example, a campaign registers 1050 conversions after 100,000 clicks. The CR would be 1.05% ( Total conversions / Total clicks * 100 = CR% )
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CV % : Conversion rate (visits)
EPC: Estimated payout per click
This is calculated by the total amount of conversions
This is calculated by the total revenue divided by the
divided by the total visits.
total clicks.
For example, a campaign registers 3,050 conversions
For example, a campaign records a total revenue of
after 3,000,000 visits.
$15,000 after 500,000 clicks.
The CV would be 0.10% ( Total conversions / Total
The EPV would be $0.03 ( Total revenue / Total clicks
visits * 100 = CV% )
= EPC $ )
ROI %: Return on investment
AP $ : Average payout
This is calculated by the total profit divided by total
This is calculated by the total revenue divided by the
cost.
amount of conversions.
For example, a campaign records $250 in profits and
For example, a campaign records a revenue amount of
$890 in traffic costs.
$595 from 365 conversions.
The ROI would be 28.1% ( Total profit / Total cost * 100
The AP would be $1.64 ( Total revenue / Conversion
= ROI% )
count = AP $ )
EPV $: Estimated payout per visit This is calculated by the total revenue divided by the
A prerequisite for you to gain insight into an offerâ&#x20AC;&#x2122;s
total visits.
performance using the metrics listed above is ensuring that conversion tracking is configured correctly.
For example, a campaign records a total revenue of $15,000 after 2,500,000 visits.
The following sections contain detailed guidelines on
The EPV would be $0.0006 ( Total revenue / Total
conversion-tracking methods and offer configuration
visits = EPV $ )
within Voluum.
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7.1.
CONVERSION-TRACKING METHODS & PARAMETERS: CLICK ID, PAYOUT AND TRANSACTION ID
S2S POSTBACK URL A S2S (server-to-server) postback URL enables delivering the offer conversion back to the associated Voluum campaign.
Voluum supports two options for tracking conversions:; • S2S (server-to-server) postback URL
We recommend using a S2S postback URL when
• Tracking pixel
available because it’s the most secure and reliable way to track conversions.
When using either of these two methods, Voluum requires specific values for conversion tracking to work
Voluum postback URLs are unique to each account
correctly.
and are supplied in both a secure (https) and nonsecure (http) format.
These values are as follows: • A Voluum click ID (*required)
Below is an example of a Voluum postback URL:
• Payout (*optional) • Transaction ID (*optional)
Within the postback URL’s query string are three distinct parameters; http://demo1.trackvoluum.com/postback?cid= REPLACE&payout=OPTIONAL&txid=OPTIONAL 1) The cid parameter is dedicated to passing Voluum’s click ID (required to record a conversion). 2) The payout parameter is used to pass the revenue amount per conversion. 3) The txid parameter is used to pass a unique transaction ID for each conversion. VOLUUM USER GUIDE PAGE 29
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7.2.1.
WHERE CAN I FIND MY VOLUUM POSTBACK URL?
PASSING CLICK ID (REQUIRED)
7.3.
Your postback URL can be found in the Setup tab within the Voluum panel general settings or, alternatively, you can access it directly from an offerâ&#x20AC;&#x2122;s configuration menu.
Voluum click IDs are randomized alphanumerical strings (24 characters in length) uniquely generated for every click sent through a campaign. Example click ID: d384EFV6JHQODRN70575OK6U During each campaign visit, a unique click ID is sent on the client-side (browser) via a cookie or by being added to the destination (offer) URL, to a network (server-side). Tips & Tricks: Voluum click IDs begin with d or w (always lowercase). If, later, the click ID is relayed back to Voluum via a server request, a conversion is recorded successfully in the origin Voluum campaign. Also, when a conversion is reported in a Voluum campaign, all primary visit attributes for the associated user are correlated within the reporting.
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For example, the conversion ID (cid) is matched to the
For example, CAKE networks support the following
visit ID with certain attributes such as:
subid parameters / tokens for receiving and relaying
• Device type: Mobile
third party data:
• Geo: US • OS: Android, etc., etc. Further info on our broad range of report categories can be found here.
Parameter Token
Description
s1
s1 is reserved for passing sub affiliate IDs (or SubIDs for
#s1#
non-affiliate sources). There is a character limit of 50. s2
#s2#
s2 – s5 can be used to pass any value you like
For a postback request to be resolved correctly, a
s3
#s3#
(like click IDs).
valid Voluum click ID must first be sent and captured
s4
#s4#
by the offer’s source – affiliate network or other – for
s5
#s5#
it to then be relayed back to record the conversion in
The character limit is 100 per parameter, but if you pass a value that exceeds 100 characters, the remaining characters will spill over into the next parameter. For example, if you pass a 150 character value into s2,
Voluum.
100 will be in s2, and the remaining 50 will be stored in s3.
To send a Voluum click ID you need to append the token to a subid parameter in the offer URL’s query string. The offer’s source has its own dedicated subid parameters for receiving the Voluum click ID, along with any additional data for each click sent to an offer. Each subid parameter also has its own corresponding token (network side) that enables referencing the data recorded for each click. Note: It’s important that the parameter used to first pass the click ID in the offer URL matches the token used in the related postback URL.
Tips & Tricks: Most networks that use CAKE’s parameters automatically have the s2 parameter appended to offer URLs. Example offer URL with click ID token appended to s2 parameter: http://demo-network.com/?aff_id=1337&offer_id= 13432&s2={clickid} Example offer URL with click ID resolved (when clicked): http://demo-network.com/?aff_id=1337&offer_id= 13432&s2=c384EFV6JHQODRN70575OK6U
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The click ID c384EFV6JHQODRN70575OK6U then converts and the network must send the postback request (notification) to Voluum. As the click ID was initially passed via the s2 subid parameter, the corresponding #s2# token must be appended to the cid parameter in the Voluum postback URL to relay the click ID correctly. Example of Voluum postback URL with s2 token: http://demo1.trackvoluum.com/postback?cid=#s2#
PAYOUT TRACKING: AUTO OR MANUAL (OPTIONAL) Payout is the revenue amount defined for each conversion. There are two available options for tracking conversion payout in Voluum: Auto or Manual
AUTO
7.4.1.
Auto payout tracking is available when a dynamic Example postback URL with s2 token replaced with a
payout token or fixed value is used in your
valid click ID:
Postback URL.
http://demo1.trackvoluum.com/ postback?cid=c384EFV6JHQODRN70575OK6U
Payout tokens/values are appended to the payout= parameter found in a Voluum postback URL’s query
Once the postback request with a valid click ID is
string.
received, a conversion is recorded in the associated Voluum campaign.
7.4.
For example, CAKE networks support the following dynamic payout token: #price#
Payout is the revenue amount earned for each
Example postback URL with subid & payout tokens
conversion. It can be tracked either dynamically via
mapped:
a supported token or set manually within an offer’s
http://demo1.trackvoluum.com/
configuration parameters in Voluum.
postback?cid=#s2#&payout=#price#
Further info on payout configuration can be found in
Tips & tricks: Each network uses its own parameters
the payout tracking section.
and tokens, so be sure to check the network’s documentation to see what’s supported.
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When a payout token isn’t available, the payout can still be added as a fixed value in the postback URL. Example postback URL with subid token & fixed payout value mapped: http://demo1.trackvoluum.com/ postback?cid=#s2#&payout=2.5 Note: When you use this method the offer’s payout setting is set to Auto.
TRANSACTION ID (OPTIONAL) In Voluum, any duplicated click IDs received are automatically discarded by default, to prevent recording false conversions. An exception to this default setting is when the same primary click ID also has a unique transaction ID passed. You can use a unique transaction ID value in a postback URL or tracking pixel when you want to record secondary conversion steps (upsells) per visitor following the primary conversion.
7.4.2.
MANUAL You can activate Manual payout tracking by setting a fixed payout value within the Voluum offer configuration section. You can do this by selecting the Manual option and setting the payout amount you want.
You can either manually define a Transaction ID or pass it dynamically via a token supported by the offer’s source (affiliate network or other). Transaction ID tokens/values are appended to the txid= parameter found in a Voluum postback URL/pixel query string. For example, CAKE networks support the following dynamic transaction ID token: #tid#
Note: The amount defined for manual is fixed and overrides any payout amount sent via a postback URL/pixel request.
Example postback URL with subid, payout and transaction ID token mapped: http://demo1.trackvoluum.com/ postback?cid=#s2#&payout=#price#&txid=#tid# VOLUUM USER GUIDE PAGE 33
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Network tokens for transaction IDs usually pass an alphanumerical string to identify different unique transactions. Tips & Tricks: Each network uses its own parameters and tokens, so be sure to check the network’s documentation to see what’s supported. When a dynamic transaction ID token isn’t available, you can still enter the transaction ID as a fixed custom value in the postback URL/pixel. Example postback URL with subid, payout tokens & custom transaction ID value mapped: http://demo1.trackvoluum.com/ postback?cid=#s2#&payout=#price#& txid=Step_2_Upsell This is the best way to implement upsells as it allows Voluum to filter out duplicates. When we receive the same combination of “cid” and “txid”, it’s only counted once.
TRACKING PIXELS
7.6.
Tracking pixels are used when an offer only supports client-side pixels for conversion tracking purposes. Tips & Tricks: This conversion tracking method is mainly used for proprietary offers (self-sourced). Unlike the criteria for postback URL configuration, tracking pixels aren’t dependent on a Voluum click ID being passed within an offer’s URL. This is because a Voluum click ID is stored in the initial cookie sent client-side (browser) for every visit processed on a campaign. Conversion tracking will still work even if this parameter isn’t included in an offer’s URL. Note: Tracking pixels are always placed after the conversion actually takes place, i.e., on the subsequent “thank you” page displayed to the visitor following an offer.
Note: Conversions with different transaction IDs can be referenced and filtered within your campaign’s conversion report by selecting the Transaction ID column. Tips & Tricks: The application of payout and transaction ID values applies to tracking pixels also.
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7.6.1.
WHERE CAN I FIND MY VOLUUM TRACKING PIXEL?
• I MG: Image pixels are placed within the body section
Your Voluum tracking pixel(s) can be found in the
• JS: Javascript pixels are placed within the head
Setup tab in the Voluum panel general settings.
of a page and are normally initiated at page load (impression). section of a web page and can be activated at page load (impression) or by a defined action. Voluum tracking pixels are unique to each account and are provided in both secure (https) and nonsecure (http) formats.
Voluum supplies tracking pixels in the following formats: • U RL: Pixel URLs are activated by a HTTP GET or
Below is an example of an IMG pixel placed within a “Thank you” page:
POST request.
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As you can see in the IMG pixel above, there is no cid
When adding a tracking pixel you should always
parameter in its query string.
ensure that the domain used in the pixel matches exactly to the domain used for the initial
This is because the click ID needed to resolve the
campaign URL.
pixel request is taken from the cookie stored from a campaign visit.
Based on the tracking pixel example above, our campaign URL must use the following domain for the
Here’s an example of a Voluum cookie containing cid
pixel to work correctly:
(click ID) and caid (campaign ID) values: https://demo1.trackvoluum.com Cookie: voluum-cid-v4=%7B%0A%20%20
In addition to this, the pixel protocol must correspond
%22cid%22%20%3A%20%22c384EFV6JH-
to the protocol of the page it is requested on.
QODRN70575OK6U%22%2C%0A%20%20 %22caid%22%20%3A%20%221337-900c-4c78-k458-
Our “thank you” page URL uses a secure (https)
e9243463c745%22%0A%7D
protocol: https://samples.voluum.com/demooffer/thankyou.html
Decoded version of the same cookie: The IMG tracking pixel placed within our “thank you” {
page must use the same https protocol:
“cid” : “c384EFV6JHQODRN70575OK6U”,
<img src=”https://demo1.trackvoluum.com/conversion.
“caid” : “1337-900c-4c78-k458-e9243463c745”
gif?payout=2&txid=subscription” width=”1” height=”1”>
} Note: A tracking pixel will still work without the cid placed in its query string.
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As tracking pixels are set within the “thank you” page itself, the payout and transaction ID values must be
OFFER SETUP
8.
manually entered into the matching parameter. I.e. ‘payout=2&txid=subscription’ Alternatively, if no payout value is defined within the
Tips & Tricks: Before adding your offers in Voluum, the offer URL(s) should be easily accessible for quick reference.
pixel, you can set it within an offer’s configuration by selecting the Manual payout option and entering the required amount.
STEP 1 Go to the Flows tab on the main dashboard and choose Offers from the drop-down menu.
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STEP 2 Click the offer view.
button. Below is the default New
NAMING OFFERS
8.1.
STEP 3 Setting a unique Name for your offer. This is the name of your Offer – you’ll see it’s populated with Global for new offers. Voluum has an automatic naming structure to help you organize your offers based on the following labels: • Offer source (affiliate network or other) • Country (applicable if the offer is geo-specific) • Unique customized name In the following example we’ve chosen United States for country and DemoAffiliateNetwork as our affiliate network from the available drop-down menus. The offer name will automatically change to DemoAffiliateNetwork - United States.
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To finish, you need to give your offer a unique name – Our Offer, in the example below:
OFFER URLS
8.2.
STEP 5 Add your Offer URL. Paste your Offer URL into the URL field (sourced from an affiliate network or other).
Important note: The conversion tracking method compatible with the offer will determine which parameters/tokens are required in the offer URL. Tips & tricks: The Country label is used as an organizational tool that groups your Offers and Landers into country groups. Note: If your Offer is intended for multiple geos, use the Global option by leaving the Country field blank.
The general rule: when using a S2S postback URL for conversion tracking, you must map the Voluum click ID token to a subid parameter in the URL for it to be passed to the network. Click here for more information on using a S2S postback URL to track conversions. However, offers using a tracking pixel to track conversions do not require the Voluum click ID to be passed in the offer URL. This is because it will be referred from the cookie stored following a campaign visit. Click here for additional information on using a tracking pixel to track conversions. VOLUUM USER GUIDE PAGE 39
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8.3.
AVAILABLE URL TOKENS (OPTIONAL) ‘Available URL tokens’ are also found in an offer’s configuration.
Example of offer URL with tokens resolved with data: https://samples.voluum.com/demo_offer?subid=c384E FV6JHQODRN70575OK6U&subid2=1337-900c-4c78k458-e9243463c745&subid3=255,255.255.254 &subid4=US&subid5=comcast Tips & Tricks: Networks use their own dedicated subid parameters for receiving additional data for offer clicks. We always recommend that you check with your network which parameters are supported.
If you add the desired tokens to an offer URL query string, additional data is sent for every offer click registered. For example, if you want to send campaign ID, IP, country (code) and ISP data for every offer click, you must append the corresponding token to a parameter within the offer URL. Example offer URL with additional data tokens mapped: https://samples.voluum.com/demo_ offer?subid={clickid}&subid2={campaign.id} &subid3={ip}&subid4={country}&subid5={isp}
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8.4.
POSTBACK URL
PAYOUT
If your offer supports conversion tracking via a
You can track Payout either by dynamically tracking
S2S postback URL, then you need to ‘Clipboard’
values sent via a postback URL/pixel request (Auto)
the supplied postback URL and modify it with the
or by manually entering a fixed amount into the offer’s
tokens supported by the associated affiliate network/
configuration (Manual).
8.5.
advertiser. Click here for guidelines covering each different tracking payout method. Click here for a detailed guide covering S2S postback configuration. If an offer only supports client-side tracking pixels, you need to place your Voluum tracking pixel within the page that follows a conversion event (i.e., a “thank you” page). Click here for a detailed guide covering tracking pixel configuration.
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9.
LANDER – PRE-SETUP: LANDER HOSTING, CTA CLICK TRACKING & DYNAMIC CALLOUT (SCRIPT )
LANDER HOSTING
9.1.
Voluum does not currently offer an integrated hosting solution for landing pages. We highly recommend that you use a fast and reliable third-party hosting service to ensure that your landing pages get the best possible service. This is to ensure that landing-page loading times are kept as low as possible – quicker page loading will reduce Lander bounce rates.
The following sections outline some important factors to look at before you add landing pages to your
This will then increase the chances of a higher click-
Voluum account.
through rate and, resultantly, a higher conversion rate. To host landing pages containing both static and dynamic content, we recommend using a CDN (content delivery network). You also have multiple solutions available to help you measure your page load / response times, which helps you with optimization. We highly recommend Pingdom’s Website speed test tool to get a detailed overview of your landing page’s performance. Tips & Tricks: A page-load time under 3 seconds is ideal.
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9.2.
CTA: CLICK TRACKING A landing page helps you withs lead/sales generation for successive offers within a particular campaign funnel. In general terms, a CTA (call-to-action) link/button is placed within a landing page as a standard method to, firstly, measure visitor interest, and, secondly, to handle redirection to the various offer(s). A key metric commonly used to judge the success of a landing page CTA is its click-through rate (CTR%). CTR% is calculated from the total amount of clicks recorded for a landing page CTA divided by the total visits recorded for the landing page.
By implementing a Voluum click URL, landing pages do not require any additional scripting for tracking clicks or offer redirections.This is mainly because the click URL is dependent on referer and cookie data generated and stored following a campaign visit. Note: Voluum click URLs are uniquely generated for each individual Voluum account. The domain used for click URLs placed in a lander must match the main tracking domain (URL) used for that particular Voluum campaign. The number of CTA links/buttons on a landing page will determine the Voluum click URL format used. The following sections cover the two different Voluum click URL formats and their application.
For example, if my landing page records a total of 874 visits and 216 clicks, the CTR would be 24.72% (LP CTA: total clicks / LP: total visits * 100 = CTR%) In Voluum, landing page clicks are measured by placing a Voluum click URL in the CTA link(s)/button(s) contained within the landing page.
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9.3.
WHERE CAN I FIND MY VOLUUM CLICK URLS?
This click URL is then placed into the body section of a landing page’s HTML. Here the CTA link/button is referenced by a visitor – see the example below:
Your Voluum click URLs can be found within the Setup tab in your Voluum panel general settings.
9.3.1.
CLICK URL (SINGLE CTA) The default click URL is only used for landing pages
Example of a click URL Added for a single CTA button:
containing a single CTA link/button. Here is an example click URL:
Example of a click URL added for a single CTA link
http://demo1.trackvoluum.com/click
(text):
MULTI-OFFER CLICK URL (MULTIPLE CTAS) You should use the multi-offer click URL when you need to track clicks independently for multiple CTAs on a landing page.
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9.3.2.
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This method should be used when a landing page has
Example of multi-offer click URLs added for three CTA
several unique CTA links linked to its own designated
buttons:
offer. Unique multi-offer click URLs are defined by a numerical value manually appended to the end of the click URL string – such as click/1, click/2, click/3, etc. For example, if your landing page contains three
Example of multi-offer click URLs added for three CTA
different (CTA) links to separate offers, you need three
links (text):
separate multi-offer click URLs for each CTA. Example of multi-offer click URLs required for a landing page containing three offers (CTAs): http://demo1.trackvoluum.com/click/1 http://demo1.trackvoluum.com/click/2 http://demo1.trackvoluum.com/click/3 The multi-offer click URLs should then be placed into the body section of a landing page’s HTML. Here the separate CTA links/buttons are referenced by a visitor – see the example below:
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9.4.
PERFORMING DYNAMIC CALL-OUTS (OPTIONAL)
DYNAMIC CALL-OUT SCRIPT Below is an example landing page containing a script that adds brand and model values dynamically into
A dynamic call-out script that is placed within a landing
the page.
page enables a lander’s content to be dynamically updated with data which is uniquely attributed to each visitor. For data to be dynamically injected within a landing page, it first needs to be passed to the page by the addition of the desired tokens within the lander URL’s string. Further information on the available URL tokens within a lander’s config can be found here. For example, if you wished to call-out Brand and Model data within your page, you would map the corresponding tokens within your lander URL’s query
Note: An example of the call-out script can be found in
string;
our Knowledge Base article here*.
E.g. http://lander-demo.com/ ?brand={brand}&model={model} Tips & Tricks: It’s best to place the script within your landing page and test it before sending live traffic.
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9.4.1.
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The script function must be placed into the <head>
Important note: The parameter values included in the
section of your landing page source code.
document script (body) need to match the parameters used in the lander URL’s query string. For example, instead of brand={brand}&model={model}, you could use parameters s1 and s2. demolp/Demo_LP.html?s1={brand}&s2={model}
The call-out (document) section of the script should be
The document script must be updated to match the
placed into the <body> section of your landing page
parameters sent:
source code.
Once you’ve placed your script and tested the landing Here’s a demo lander so you can see this call-out script
page with static values, you can add your landing page
in action:
to Voluum; see the instructions below.
https://s3.eu-central-1.amazonaws.com/demolp/Demo_ LP.html?brand={brand}&model={model} And here’s the same lander with valid brand and model data added to the URL string: https://s3.eu-central-1.amazonaws.com/demolp/Demo_ LP.html?brand=Samsung&model=Galaxy%20S6
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10.
LANDER SETUP: ADDING A LANDER
LANDER NAME
10.1.
STEP 3 Setting a unique Name for your lander.
STEP 1 Go to the Flows tab on the main dashboard and
Voluum has an automatic naming structure to help you
choose Landers from the drop-down menu.
organize your landers based on the following labels: • Country (applicable if the lander is within a geo-specific campaign) • Unique customized name In the following example, we’ve chosen United States for country and Demo Lander as our unique name; see the example below:
STEP 2 Click the
button; below is the default New
Lander view.
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10.2.
LANDER URL STEP 4 Add your Lander URL. Paste your Lander URL into the URL field:
For example, if you want to send country and OS data for every lander click, you must append the corresponding tokens to a custom parameter within your lander’s URL. Example lander URL with additional data tokens mapped: https://s3.eu-central-1.amazonaws.com/demolp/Demo_
Tips & Tricks: Additional tokens can be passed in a lander URL’s query string to perform dynamic call-outs.
LPv2.html?geo={country}&os={os} Example offer URL including tokens resolved with click data:
10.2.1.
AVAILABLE URL TOKENS
https://s3.eu-central-1.amazonaws.com/demolp/Demo_ LPv2.html?geo=US&os=Windows
Available URL tokens are also contained in a lander’s configuration.
Tips & Tricks: You can use your own custom parameters to send additional data for lander clicks – just make sure that you use the same parameter values within your callout script.
Adding the desired tokens to a lander’s URL query string sends additional data for every click sent to the lander. The primary aim of sending additional data to a landing page is to perform a dynamic call-out.
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10.3.
NUMBER OF OFFERS
CAMPAIGN CREATION
The number of offers set within a lander’s configuration must match exactly to the number of Voluum click
The following section explains how to create a
URLs present in the landing page itself.
campaign using the elements you’ve already preconfigured.
STEP 1 Choose the
button – visible in all report
tabs – to open the new campaign configuration menu; example below. For example, if a landing page has three unique click URLs, the number of offers is set to three. Note: When a single click URL is placed, a maximum of 20 offers can be rotated through it.
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11.1.
CAMPAIGN NAME STEP 2 Voluum has an automatic naming structure to help you organize your campaigns based on the following labels: • Traffic source • Country (applicable if the campaign is geo-specific)
Tips & Tricks: When you select a campaign country, Voluum only shows the landers, offers and flows labelled with the same country. Country labelling is purely for organizational purposes and is not a condition to target traffic by geo. Note: For global or multi-geo campaigns, you should leave the country selection blank.
• Unique customized name In the following example, we chose DemoTrafficSource as the Traffic source, United States for Country and Demo Campaign as our unique Name:
Your Campaign Name is dynamically generated based on the Traffic source and Country selected. The auto-update function changes the campaign name whenever you edit any of these labels.
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11.2.
TRAFFIC COST MODELS STEP 3 After you’ve set the campaign name, you can also track your campaign traffic costs using three different cost models.
Tips & tricks: The Auto cost model is only available if the Cost parameter is mapped in your traffic source template. Further information on Auto cost tracking can be found here. In the below example we’ve chosen the CPC cost model and set a cost value of $0.01.
Pick the appropriate cost model and enter the amount (in USD) based on your traffic spend. Here is a breakdown of the different models you can choose from: • CPC: This option lets you to enter the cost per click
Tips & tricks: We always recommend tracking costs to get an insight into your campaign ROI.
• CPA: This allows you to enter the cost per conversion • CPM: H ere you can enter the cost per 1,000 impressions • Auto: T his feature enables you to automatically track the click/visitor cost.
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11.3.
REDIRECT MODES
302
11.3.1.
This is a standard temporary HTTP redirect that sends
STEP 4
the visitor to the desired location – your Lander
The available redirect modes determine, firstly, how
or Offer. Referrer data is passed to the campaign
redirection to the campaign’s endpoint is handled and,
endpoint.
secondly, if referrer data is passed through or not. Tips & Tricks: Referrer data is unique information that
META-REFRESH
11.3.2.
is readable by servers / browsers / applications. It can
With this redirect mode the browser starts loading the
be used to ascertain the origin of a visitor and can be
page – but only the head, not the body, before going
relayed as full referrer URLs and/or cookies.
to the new destination. Referrer data is hidden with this mode selected.
You can use Meta refresh and Double Meta refresh modes when you don’t want raw referrer data to be sent through to an offer.
DOUBLE META-REFRESH (DMR) Double meta refresh is meta refresh performed twice
Note: When a campaign’s destination is set to Path or
consecutively. This way, the first meta refresh page
URL, the redirect mode is defined within a campaign’s
contains the referrer you want to hide.
configuration and is applied globally. It then goes to a second page, and the referrer is now the When the campaign destination is set to Flow, the
first meta refresh page. This then goes to your affiliate link,
redirect mode is defined within the Flow configuration
and the referrer is now the second meta refresh page.
and can be applied either globally or individually per path contained – see below for more information.
Due to the extra interim redirect, DMR is the most reliable redirect mode to ensure that referrer data is
There are currently three available redirect modes;
not leaked to a campaign’s endpoint.
the details are below. Tips & Tricks: Using the DMR redirect mode may result in increased click-loss for campaigns receiving mobile traffic. VOLUUM USER GUIDE PAGE 53
11.3.3.
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11.4.
DESTINATION STEP 5
DESTINATION â&#x20AC;&#x201C; FLOW: CREATING A FLOW
Next you need to choose your Destination method and configure your campaign funnel. This step decides how
STEP 6
visitors are redirected through your campaign funnel.
Click on Create new flow to create a new Flow for your campaign. The New Flow configuration menu will now open, as
There are currently three different destination options:
per the example screen below:
Flow: A Flow is a predefined template of campaign destination paths. Flows are unique because they make it possible to have a specific redirect mode for each individual Path. Path: This destination option works by defining specific Paths within individual campaigns. URL: This destination option is a single, direct URL set for a campaign. Creating a Lander or Offer beforehand when using a URL as the destination option is not required. In the example below we selected a Flow as the destination method.
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12.1.
FLOW: NAME
FLOW: DEFAULT REDIRECT MODE
STEP 7
STEP 8
Your Flow’s Name is automatically generated based on
Now you need to choose a Default redirect mode.
the Country you choose. There are 3 different modes to choose from: Add your unique Flow name at the end; in the example below we’ve chosen United States for the country and assigned the name, Demo flow. In short, a 302 passes referrer data to the campaign endpoint. Meta-refresh and Double meta-refresh hide referrer data from the campaign endpoint (offer vendor). Further information on redirect modes can be found here. Note: The default redirect mode set for a Flow Important note: The country defined for a Flow will
can be overridden within each individual Path
determine which landers and offers are displayed
created for a Flow.
within a Path’s configuration – only Global and matching country landers/offers are presented in the
In the above example, we’ve chosen a 302 as our
available drop-down menus.
default redirect mode.
Tips & Tricks: For global Flows, leave the country field blank.
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12.3.
FLOW: CREATING PATHS (DEFAULT)
Navigate to the left-column menu and click on Path 1.
STEP 9 Now you need to configure the Paths within your Flow. Paths set the targeted destination(s) for traffic received in a campaign. There are two different types of Paths: Default and Rule: • Default Paths do not have any traffic-targeting options. • R ule-based Paths provide traffic to be targeted to a particular destination based on specific criteria and
The Path configuration menu is now displayed. With the Path configuration menu displayed, you can now see the Path’s general settings on the top, in addition to the Lander / Offer menu underneath; see the example below.
values set. Note: A single default Path is always required in a Flow. The following section covers the creation of default Paths within a Flow.
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12.3.1.
FLOW: PATH - GENERAL SETTINGS
Status: The status toggle is used to switch the Path between Active and Inactive status.
A Path’s general settings consist of the following options: Name: This allows you to assign your Path a unique custom name. In our example Path, we’ve set the name to First path - 2 LP rotation to three offers
Delete Path: Remove Path from Flow. Weight: A Path’s weight value is used to set traffic distribution – by percentage – when a Flow has more than one default Path. When multiple Paths are created, they’re automatically assigned a default weight value of 100.
Duplicate Path: Create a duplicated version of the Path within the Flow. Redirect mode: Choose the redirect mode specific to the Path. This overrides the default redirect mode set for the Flow.
A Path’s weight value can be edited at any time to redistribute traffic at an optimal ratio. This is usually done once the performance of a Path has been accurately measured following the campaign’s test period.
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Direct linking: This toggle is used to switch a Path’s configuration to include / exclude landing pages. When selected, the Path will only include Offers – all Landers will be excluded.
FLOW: PATH – ADDING LANDERS AND OFFERS With the Path’s general settings configured, it’s now
Only Offers are included in the Path
time to add your Landers and Offers to your Path.
Both Landers and Offers are included in the Path.
There are two different options available for adding Landers and Offers. 1. S electing the Add lander or Add offer option enables you to choose Landers and Offers previously added to your Voluum account from the available drop-down menus. 2. Selecting Add new lander or Add new offer lets you create new Landers / Offers to add directly to the Path.
Note: These options are available at the bottom of a Path’s configuration table in the Flow menu. Click here for further information on adding a new Lander or Offer. Note: There’s a limit of 20 Landers/Offers that can be added per individual Path.
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12.4.1.
ADDING LANDERS In this example, we selected the + Add lander option and chose two landers previously added to our Voluum account from the available drop-down menu. A weight value of 100 is assigned automatically to new Paths along with any Landers/Offers added. Based on our example, traffic is distributed evenly at a 50:50 ratio â&#x20AC;&#x201C; this is because the weight value for both paths is equal at 100. Tips & Tricks: A weight value can use any numerical value. If there are two landers, each with a weight of 1, traffic will be distributed at a 50:50 ratio.
12.4.2.
ADDING OFFERS With our Landers selected, we can now add our Offers using the same method. Click on Add offer and choose the desired Offer(s) from the drop-down list. In this example, we chose three Offers predefined in our Voluum account. Each Offer is set with the default weight of 100. This results in an even distribution of traffic at a rate of 33.3% for each offer. Note: When any additional Landers/Offers are added to a Path, the ratio (%) of traffic distribution is automatically updated.
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12.5.
FLOW: PATHS – EDITING, DELETING AND RESTORING LANDERS & OFFERS
SAVING A FLOW PATH(S) Once you’ve finished configuring your Flow Path(s) you need to save the changes made.
You can edit, remove and restore Landers and Offers using the available icons in the
Click
corresponding table row.
and continue creating/editing your Flow. Click
to save the changes made to your Path
to save your changes and exit the
Flow menu. Note: If the Flow was originally created from a campaign’s context menu, after saving and closing you will see the same campaign context menu with the newly created Flow selected. Edit: Opens up the Lander/Offer configuration window Click Delete: Deletes the Lander/Offer from the Path.
to exit the Flow context menu and
discard any changes without saving.
Deleted entities will still appear in the table in strikethrough format. These options are visible in the bottom right-hand Restore: Restores a Deleted Lander/Offer
corner of the Flow context menu.
Note: Restoring a deleted Lander/Offer only works for a current unsaved Flow.
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12.7.
ADDING ADDITIONAL PATHS (DEFAULT)
FLOW: PATH DUPLICATION – SPLIT TESTING
Once you’ve added your first default Path, you can now
It’s possible to create a duplicate of an existing Path
add secondary Paths to your Flow – they can be either
within a Flow with just a single click. The main goal of
default or rule-based Paths.
duplicating Paths is to save time when initiating split tests across different Paths within a Flow. Follow the
Reminder: Default Paths do not have any traffic-
steps outlined below to duplicate a Path for applying a
targeting options. Rule-based Paths enable traffic
split test within your Flow.
to be targeted to a particular destination based on specific criteria and values set.
STEP 1 Navigate to the left
With the Flow menu open, navigate to the required
column and click
parent Path and click
on the Add new
will be added to the Flow.
. A new Path
path option to add another default Path.
STEP 2 Now set a unique Name and configure the remaining
Click on the
general settings for the new Path based on your
Add new rule option
requirements:
to add a rule-based Path to your Flow.
Follow the same steps outlined in the section Flow: Creating Paths (default) to configure your secondary default Paths.
In the example above, we’ve set the name to Second path - Rotation three offers, Path weight to 100, Path
Click here for more information on adding rule-based
status as Active, Redirect mode to 302 and finally, the
Paths.
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STEP 3
STEP 4
You should now make the required adjustments to the
Now verify and Save the changes to your Flow by
Landers/Offers within your Path.
clicking on
.
Once you save and close the Flow, the campaign context menu will be displayed with the same Flow selected automatically. Below is a diagram showing how traffic is distributed through each individual Path in our example Flow Here’s a summary of our example duplicate Path:
United states - Demo Flow.
• W e’ve switched it to Direct Linking and kept the same Offers as the primary Path • W eight values remain equal to ensure an even distribution of traffic You can use this simple split-test is to measure if the interim landing pages in the first Path will help performance or, if you will get optimal results by excluding landing pages in the secondary, duplicated Path.
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12.9.
FLOW: SAVING YOUR FLOW AND ADDING IT TO A CAMPAIGN Once you’ve finished configuring your Flow and have saved it, you can select an active Flow for your campaign. When you select a Flow, you can see a similar Flow preview in your campaign’s context menu – see the example on the right. Once you’ve verified all the settings and Paths for your campaign and Flow, you can save your campaign by clicking on
.
Once your new campaign is saved successfully, a new Campaign URL is (uniquely) generated and the campaign is added to your list of active campaigns.
Now you just need to copy your campaign URL and submit it to the related traffic source for approval. Once your campaign is approved and traffic is sent, you can start analyzing your campaign’s performance using the large selection of report categories available in Voluum. Click here to jump to the reporting section.
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13.
CAMPAIGN CREATION: DESTINATION – PATH; GENERAL SETTINGS If a campaign’s destination is set to Path, you can
Path configuration contains a wide range of general
create default and rule-based Paths specific to your
settings and toggles.
campaign using the campaign context menu. Below you can see a description of each setting Click here for a recap on campaign general settings.
displayed within your campaign Path’s configuration:
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Direct linking:
Status:
You can use this toggle to switch your Path’s
You can use the status toggle to switch the Path
configuration to include/exclude landing pages. When
between Active and Inactive statuses.
selected, the Path will only include Offers – all Landers will be excluded.
Active: Traffic is handled for the Path.
Only Offers are included in the Path.
Inactive: Traffic is not handled for the Path.
Both Landers and Offers are included in the Path.
Note: You need to have at least one active Path to save an active campaign.
Path Weight: You can use a Path’s weight value to set traffic
Add Lander/Offer:
distribution – by percentage – when your campaign
Selecting the + Add lander or + Add offer option
has more than one Path added.
enables you to choose Landers and Offers previously added to your Voluum account from the available Path drop-down menus.
When you create multiple Paths, they are automatically
New Lander/new Offer:
assigned a default weight of 100. This is to ensure that
Selecting the ★ New lander or ★ New offer enables
your traffic is distributed at an even ratio.
you to create new Landers/Offers that can be added directly to the campaign’s Path.
Note: You can edit your Path’s weight at any time to redistribute traffic at an optimal ratio. You usually do this once the performance of a Path has been
Click here to go to the Lander setup section.
accurately measured following the campaign “test” period. Click here to go to the Offer setup section.
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Weight: Lander- /Offer-specific: Each Lander/Offer you add to a Path also has its own independent weight value. This lets you redistribute traffic at the desired ratio between the Landers/Offers contained in
CAMPAIGN – PATH: ADDING LANDERS AND OFFERS
13.1.
This section shows you how to add your Landers and Offers to your campaigns Path(s).
a particular Path.
ADDING LANDERS
13.1.1.
With the campaign configuration menu open, navigate to your chosen Path and click on +Add Lander to select an existing Lander from the available drop down menu. + Add path: Adds another default Path to your campaign. + Add rule: Adds a rule-based Path to your campaign.
Tips & Tricks: By clicking on ★ New lander you can also create a new Lander for your campaign. You should now add the required amount of Landers for your Path and complete this section by verifying any adjustments (weight values, etc.) Click here for further help with Lander creation.
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13.1.2.
ADDING OFFERS With the campaign configuration menu open, navigate to your chosen Path and click on +Add Offer to select an existing Offer from the available drop-down menu.
CAMPAIGN: PATHS – EDITING, DELETING AND RESTORING PATHS, LANDERS AND OFFERS You can edit, remove and restore Paths, Landers and Offers using the icons available in the related table row.
Tips & Tricks: By clicking on ★ New offer you can also create a new Offer for your campaign. Add the required amount of Offers to your Path and complete
Edit: Opens the Lander/Offer configuration window.
this section by verifying any adjustments (weight values, etc.)
Delete: Lets you delete the Lander/Offer from the Path. Deleted entities (Landers/Offers) will still appear in the
Click here for further help on Offer creation.
table – they will be greyed out. Deleted Paths will still appear in the table in strikethrough format. Restore: Lets you restore a Deleted Path/Lander/Offer. Note: You can only restore a deleted Lander/Offer for a current unsaved Flow.
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13.3.
CAMPAIGN – PATH: SAVING YOUR CAMPAIGN
CAMPAIGN CREATION: DESTINATION – URL
Once you’ve verified all the settings and Paths for your campaign, you can save your campaign by
When your campaign’s destination is set to URL, you
clicking on
only need to enter a single destination URL for the
.
campaign – you aren’t required to add a Lander or Once your new campaign is successfully saved, a
Offer beforehand using this option.
new Campaign URL is uniquely generated and the campaign is added to your list of active campaigns.
Click here for a recap on campaign general settings.
Now all you need to do is copy your campaign URL and submit it to the relevant traffic source for approval. Once the campaign is approved and traffic is sent, you can start analyzing your campaign’s performance based on the large range of report categories available in Voluum. Tips & Tricks: You should use the URL destination Click here to go to the reporting section.
option for the quickest possible campaign creation. You also have the option to pass additional data to the destination URL by adding the Available URL tokens to the URL query string. In the above example we pass the campaign ID, IP, country and ISP data through by using the relevant tokens.
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Example URL: https://samples.voluum.com/demo_ offer?subid={clickid}&subid2={campaign.id} &subid3={ip}&subid4={country}&subid5={isp} Example of URL including tokens resolved with data: https://samples.voluum.com/demo_offer?subid=c384E FV6JHQODRN70575OK6U&subid2=1337-900c-4c78k458-e9243463c745&subid3=255,255.255.254 &subid4=US&subid5=Comcast
CAMPAIGN CREATION: DESTINATION – URL; SAVING YOUR CAMPAIGN When you’ve verified all your campaign and URL settings and Paths, you can save your campaign by clicking on
.
Once you successfully save your campaign, a new Campaign URL is uniquely generated and the campaign is added to your list of active campaigns.
Now all you have to do is copy your campaign URL and submit it to the relevant traffic source for approval. Once your campaign is approved and traffic is sent, you can start analyzing your campaign’s performance using the large range of Report categories available in Voluum. Click here to jump to the reporting section.
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15.
REPORTING – GLOBAL DASHBOARD
Once you have active campaigns with live traffic, you can effectively use the performance insights of your campaigns. You can see a quick overview of your campaign
Voluum is a powerful reporting machine that provides
performance via the
you with a high level of granularity for maximum
panel – see the example below:
tab in your Voluum
insights across a large range of data variants.
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Voluum’s dashboard report gives you an overview of the top- and worst-performing: • Campaigns • Countries • Traffic sources • Offers You can also toggle the following financial metrics for each of the different performance variants: • Revenue • Cost • Profit Note: These variables are fixed – you cannot change them at this time.
In addition to the above variant statistics, you can see a general overview of events and related financial metrics at the top of the dashboard report.
You can also view the dashboard report by your desired time range – simply select an option from the available drop-down menu (found top right).
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15.1
REPORTING â&#x20AC;&#x201C; GENERAL SETTINGS
The table below contains an overview of each different option as displayed in the Voluum panel, navigating through these from left to right.
In this section you can find details of the general settings visible within most Voluum reports. The grouping drop-down menus are used to select three different report categories to perform a cross-analysis of data.
Pagination: Used to navigate through the pages of your report.
The drill-down report option allows you to create a report for a specific data value (row) contained within a report.
The Report option creates a report by the selected entity / data variable.
Exports a CSV file of the current report.
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Used to search for specific entities / values contained within a report
The time range drop-down menu allows you to choose the required time range for a report. Available time range options; Today, Yesterday, Last-3-days, Last-7-days,Thismonth, Last-30-days, Last-month, This-year, Lastyear, Custom-date, Custom-date-time
Switches between Table & Tree views for grouped reports
Refreshes the current report
Displays a chart of the current report
Table: Shows different data groups in columns Tree: Shows different data groups in drill-down
Row selection. This option allows you to choose the number of rows visible within a report
Status selection. This option allows you to choose which entities are visible by their status
Column selection: This option allows you to customize the columns visible in a report
The Edit and Duplicate options are shown only when viewing an entity report. They allow you to edit or duplicate the selected entity. Edit campaign is visible across most reporting tabs. It allows you to edit campaign without having to go back to your campaigns tab.
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15.2.
REPORTING – GLOBAL REPORTS
In addition to your campaign performance overview
The Connection report covers three different
shown in the dashboard report, Voluum also offers a
categories related to the recorded traffic’s origin:
number of global report categories so you can quickly
• Connection type: This identifies the connection type
cross-reference and analyze data.
attributed to the traffic received in your campaigns. The following connection types can be detected:
Global reports contain the following data variants:
• Broadband – A high-speed connection, though we cannot determine the exact type
The Conversions report gives you a global overview
• Cable – A high-speed connection over a cable line
of all conversions recorded for your active campaigns
• Dial-up – Connection via modem/fixed
within the selected time range.
telephone line • Mobile – A cellular network connection such as
Note: Conversions are mapped to your campaign’s report using a visit timestamp.
3G/4G/LTE • Wireless – A large-area wifi connection • Satellite – A high-speed satellite connection • XDSL – A high-speed DSL connection
The Country report provides you with an overview of traffic data by country.
• Unknown – Connection type cannot be detected/ defined (“Unknown” is very rare and can generally be
Note: Geo-detection is supported by Digital Element’s
attributed to private or reserved IPs not normally in
database.
the public domain.)
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• I SP: Report by internet service provider(s) attributed to the traffic received in your campaigns • M obile Carrier: Report by mobile carrier(s) attributed to traffic received in your campaigns
The OS report contains two different categories related to your recorded traffic’s origin: • OS: Report by the operating systems attributed to traffic received in your campaigns • OS versions: Report by the versions of the operating
Note: Detecting connection type, ISP and carrier data
systems attributed to traffic received in your
is supported by Digital Element’s database.
campaigns
The Devices report covers three different report
The Browser report contains two different categories
categories related to your recorded traffic’s origin:
related to your recorded traffic’s origin:
• D evice types: Identifies the origin device type
• Browsers: Report by the web browsers attributed to
attributed to the traffic received in your campaigns The following device types are detected:
the traffic received in your campaigns • Browser versions: Report by the version of web
• Desktops & Laptop
browsers attributed to the traffic recorded in your
• Mobile phone
campaigns
• Tablet • Smart TV • B rands: Report by the brands of devices attributed to traffic received in your campaigns • Models: The models of devices attributed to traffic received in your campaigns
The Errors report contains a log of errors created due to invalid requests from your campaign, network or source. Click here to view the full list of errors you might see.
Note: Device-type detection is enabled, primarily, by reading the user agent passed and, secondly, is
Note: You can only group the country report from
reinforced by WURFL’s (Wireless Universal Resource
the available global reports with additional report
FiLe) device database.
categories. All remaining reports are standalone and cannot be grouped.
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15.2.1.
REPORTING – GLOBAL: ENTITIES
You can also extract reports on the active entities in
The Traffic sources tab provides a list of the traffic
your Voluum account.
sources in your account.
Entity reports contain the following:
Traffic source reports can then be applied to specific sources with the report groupings and time range you want.
The Campaigns tab provides a list of the campaigns in your account. The Affiliate networks tab provides a list of affiliate Campaign reports can then be applied to specific
networks in your account.
campaigns with the desired report groupings and time range.
Affiliate network reports can then be applied to specific networks with the report groupings and time range you want.
The Flows tab contains three different entity categories: • F lows: Provides a list of Flows in your account • L anders: Provides a list of Landers in your account • O ffers: Provides a list of Offers in your account Each of these entity reports can then be applied to individual entities with the report groupings and time range you want.
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15.3.
REPORTING – CAMPAIGN SPECIFIC Creating a campaign-specific report enables you to examine your campaign’s performance granularly, using the available report groupings.
Now click the
button in the top toolbar, or,
alternatively, right-click the campaign and select Report from the floating menu. The campaign report is then displayed. In a campaign report you can check the statistics for
STEP 1 To access a specific campaign report, go to the tab on the main dashboard and select the campaign you want to check from the list of active campaigns.
STEP 2
entities connected to your campaign – i.e. Landers, Offers, and Affiliate networks – along with available report categories; you can find further details on these below.
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15.3.1.
REPORTING – CAMPAIGN: REPORT GROUPINGS A campaign report enables you to cross-reference data across a maximum of three report groupings.
You can group most of the available report categories, with the remaining categories only available in a standalone report. Below is an overview of the report categories and
Report categories – grouping possible
The Connection type report provides an overview of data by connection type(s) attributed to the traffic received in your campaign(s). The following connection types can be detected: • Broadband – A high-speed connection, though we cannot determine the exact type • Cable – A high-speed connection over a cable line • Dial-up – Connection via modem/fixed telephone line • Mobile – A cellular network connection such as 3G/4G/LTE • Wireless – A large-area wifi connection • Satellite – A high-speed satellite connection • XDSL – A high-speed DSL connection • Unknown – Connection type cannot be detected/ defined. (“Unknown” is very rare and can generally be attributed to private or reserved IPs not normally in the public domain.)
entities you can group, followed by those that are standalone. The ISP report provides an overview of data by the internet service provider(s) attributed to the traffic received in your campaign(s).
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The Mobile Carrier report provides an overview of data by the mobile carrier(s) attributed to traffic received in your campaign(s).
The Brands report provides data by the brands of devices attributed to traffic received in your campaign(s).
The Country report provides an overview of traffic data by country.
The Models report provides data by the model(s) of device(s) attributed to traffic received in your campaign(s).
The State / Region report provides an overview of traffic data by state region.
The OS report provides data by the operating system(s) attributed to traffic received in your campaign(s).
The City report provides an overview of traffic data by city. The OS versions report provides data by the operating system(s) version(s) attributed to traffic received in your campaign(s). The Device types report provides an overview of the origin device type(s) attributed to the traffic received in your campaign(s). The following device types are detected: • D esktops & Laptop • M obile phone • T ablet • S mart TV
The Browsers report provides data by the browser(s) attributed to traffic received in your campaign(s).
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The Browser versions report provides data by the browser version(s) attributed to traffic received in your campaign(s).
The Language report provides data by the language(s) attributed to traffic received in your campaign(s).
The Month report provides data by the month for traffic received in your campaign(s).
The Day report provides an overview of date(s)specific data or traffic received in your campaign(s). Example: 01/01/16 - 1,337 visits, etc.
The Hour of day report provides an overview of hourly data for traffic received in your campaign(s). Example: 19:00-19:59: 101 visits, etc.
The Variables report provides an overview of variable data sent from the traffic source for traffic received in your campaign(s). Example: keyword: demo â&#x20AC;&#x201C; 1,337 visits The data represented in this report is determined by the preconfiguration of the traffic source template in your Voluum account. Click here to find out how to set up a traffic source template in Voluum.
The Day of week report provides an overview of weekday data for traffic received in your campaign(s). Example: Monday: 1,337 visits, etc.
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Report entities – grouping possible
Report categories – standalone
The offers report provides an overview of active offers in your campaign.
The Conversions report gives you a global overview of all conversions recorded for your active campaign(s) within the selected time range.
The landers report provides an overview of active Landers in your campaign.
The Affiliate networks report provides an overview of active affiliate networks in your campaign.
Note: Conversions are mapped to your campaign’s report using the visit timestamp.
The IP report provides an overview of IP data for traffic received in your campaign(s). Note: Unique IPs are aggregated in the same data row of an IP report’s table.
The Referrer reports provide an overview of referrer data for traffic received in your campaign(s). • Referrer: Full referrer URL Example: http://redirect.com/hash?id=132456798 • Referrer domain: Referrer domain only Example: http://redirect.com
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REPORTING: ANALYSIS
15.4.
Once you’ve experimented with the available report groupings and created your desired report, you now need to analyze the data to check which target The Live events reports provides unique real-time data on the last 100 visits/clicks for traffic received in your campaign(s). •L ive visits: Live visits to a Lander or Offer – if direct linking – in the campaign. •L ive clicks: Live clicks from a campaign Lander. Note: Live events reports cannot be crossreferenced with other reports as per the standard grouping method. However, it’s possible to customize the reporting columns in the Live events report itself for easy viewing of all available data variables. Further details are shown below.
variables benefit your campaign and which do not.
REPORTING: PERFORMANCE INDICATORS Voluum presents positive variables/entities in your report by highlighting the relevant row(s) in green.
Negative variables/entities are highlighted in red.
In general, if your campaign’s performance data is positive, you should continue with the same targeted traffic variables, removing only the negative variables/ entities from your campaign. If your campaign’s performance data is negative for an extensive period of time, you should either stop traffic running on this campaign or check which individual variables/entities are positive, and then target just these.
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15.4.1.
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Tips & Tricks: It’s always best to analyze your campaign’s performance across a longer time frame to get a balanced basis for optimization. In the following example, we’ve created a report for the Last 30 days with the following groupings: Offers + Country + ISP/Carrier.
From this example report you can see that there are two countries and related ISPs with negative campaign performance data. By removing these targets from our campaign’s active offers to optimize it, we can either change the primary geo/ISP targeting on the source’s end or, alternatively, retarget this traffic to a different campaign Path (Lander/Offer). We do this by creating a rule-based Path in our Voluum campaign – read on for further details.
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16.
OPTIMIZATION: RETARGETING USING RULE-BASED PATHS
ADDING A RULE-BASED PATH TO YOUR CAMPAIGN (PATH/FLOW) STEP 1
You should use Rule-based Paths when you want to retarget traffic to particular destination Paths – i.e. Landers or Offers – based on specific conditional criteria and values defined. Voluum rule-based Path conditions link to all the available reporting categories – along with an extra
To add a rule-based Path to your campaign (Path), click on
.
To add a rule-based Path to your campaign (Flow), click on
.
The rule-based Path configuration window will now open.
rule for User agents. You should use this method of optimization when the related traffic source doesn’t have similar granular
STEP 2 Select the conditional criteria for your rule-
traffic targeting options (to those available in Voluum).
based Path and select the required values.
Note: You can only use Rule-based Paths when the
In the example rule-based Path below we
campaign destination option is set to Flow or Path.
have set the conditions to Country + ISP and entered the target values.
You should follow the steps below to create a rulebased Path in your campaign (Path/Flow).
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16.1.
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STEP 4 (Flow + Path) Add your Landers/Offers and save the changes to your campaign Path/Flow by clicking on
.
Click here for guidelines on adding Landers/Offers to a Path and here for info on Flows.
Rule logic is explained in the next section: Rule-based Path – logic and application
STEP 3 (Path) Click on
once you’ve verified the conditions
and values for your rule-based Path. (Flow) Click on the Path below the rule once you’ve verified the conditions and values for your rule-based Path.
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16.2.
RULE-BASED PATH: LOGIC AND APPLICATION This section covers the logic and application of rulebased Path conditions and values. The majority of rule conditions follow include (IS) or exclude (IS NOT) logic.
If you select IS, the defined condition/values are targeted to the relevant Path. If you select IS NOT, the defined condition/values are excluded from the relevant Path. You should note that multiple conditions and values contained within rule-based Paths are applied using an ‘AND’ + ‘OR’ logic. You can apply AND logic across different unique
Note: You can only select one option per condition.
conditions, whereas you can use OR logic for different unique values within the same condition; see the example below.
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Based on this applied logic, at least one value from each condition has to be met for traffic to be retargeted to this example rule-based Path.
When you add multiple rule-based Paths to an active
Example of rule application Visitor attributes:
MULTIPLE RULE-BASED PATHS: ORDER AND APPLICATION
Visitor attributes
Country
AUS
Country
AUS
Language
English
Language
English
OS version
Android 5.0
OS version
Android 4.4
campaign, they are checked and applied to traffic attributes in descending order. It’s important to rank rulebased Paths so that a rule
⅔ conditions met = Rule-based Path inapplicable All conditions met = Rule-based Path applicable
listed at the top does not cancel out a rule listed beneath it. In the example to the right, we have set the first rule-based Path with the
Once you have saved and added a rule-based Path to
targeting condition:
your campaign’s Path/Flow, it will be the primary filter
Country is US.
for traffic received. The second rule-based When the campaign traffic conditions match the
Path is set with the
conditions defined in your rule-based Path, the traffic is
targeting conditions:
redirected to the relevant destination (Lander/Offer).
Country is US, Carrier is Sprint and OS is Android.
If the campaign traffic conditions don’t match the conditional criteria set for any of the rule-based Paths,
With the rule-based Paths ranked in this way, the first
the traffic is instead redirected to your campaign’s
Path receives all US traffic and the second Path will not
default Path(s).
receive any traffic.
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16.3.
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As a result, our second rule becomes inactive because
Use the arrow icons found in the top-right hand corner
it is ranked below the first “grab-all US traffic” rule.
of the Path’s table to change the order of a rule-based Path in a campaign (Path).
To fix this we must change the order of our rule-based Paths to ensure that the conditions set across different rule-based Paths do not conflict with or cancel out one another; see the details below.
Hover over the Path name and click on the arrow displayed on the right-hand side of the row to change the order of a rule-based Path within a Flow.
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17.
ADDITIONAL INFO
STEP 2 Click on
to store the changes made to your
template.
17.1.
IMPRESSION TRACKING
Now you’ve enabled this, an impression pixel will
If your traffic source supports an impression pixel,
be included in each campaign that uses the same
Voluum can generate a campaign-specific impression
template.
pixel for the source. Note: Impression tracking is currently free and impressions are not counted as events.
WHERE DO YOU FIND YOUR IMPRESSION PIXEL? Follow the steps below to locate your campaign’s
Follow the steps outlined below to enable impression tracking for a source:
impression pixel:
STEP 1 Navigate to your list of active campaigns by clicking on
17.1.1.
TS TEMPLATE SETUP
the
STEP 1
STEP 2
Check the impression tracking box in the traffic source
Edit a pre-existing campaign or create a new one that
template.
uses the impression tracking-enabled traffic source
tab.
template. Note: For existing campaigns, the impression pixel is visible below the campaign URL field. For new campaigns, the impression pixel is only shown after the campaign is saved; further details are below.
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17.1.2.
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STEP 3
Note: You will need to insert both the impression pixel
Choose CPM from the cost model options available
URL and campaign URL into the traffic source panel
and enter the cost value.
to track impressions and handle campaign visits. All variables are attributed to the impression pixel URL, not the campaign URL. Itâ&#x20AC;&#x2122;s very important that you insert both to enable recording impressions, passing variable data from the
STEP 4
source, and ensuring that traffic is correctly redirected
Add the Paths in your campaign funnel to complete
to the campaign.
campaign creation.
STEP 5 Save the campaign by clicking on
.
STEP 6 The campaign URL and impression pixel URL have now been generated; see the screenshot:
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17.2.
IMPRESSION REPORTING
CUSTOM DOMAIN SETUP
STEP 1 Click on the column view selection button
–
in the right-hand corner of report table – to view impression data within reports.
STEP 2
By adding a custom domain you can customize the campaign, click and tracking pixel URLs selectively, per campaign(s), with a domain of your choice.
ADDING A CUSTOM DOMAIN
Check the Impressions and ICTR boxes (impression click-through) from the list.
There are a large number of domain registrars available for purchasing a custom domain. Each one follows (roughly) the same configuration steps to add a custom domain to Voluum. Below are the general guidelines on how you can configure and add a custom domain to your Voluum account:
STEP 1 First, have your web domain ready; for example, democlick123.com
STEP 2 Then, create a subdomain for the primary domain; this could be track.democlick123.com
STEP 3
STEP 3 Click on
to confirm your changes.
17.3.
The next step is setting up a CNAME (Alias) record on the subdomain pointing to your unique Voluum URL; for example, xxxxx.voluumtrk.com
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Tips & tricks: Your Voluum domain can be found
STEP 9
within the domains tab in your Voluum panel’s general
Click
settings tab.
to store your changes.
STEP 10 Campaign URLs will now automatically use the Main domain you’ve chosen.
STEP 4 (If available) set the TTL number for the CNAME record to “minimum” – this will help the DNS settings
In addition, click and tracking pixel URLs will also
propagate quicker.
be automatically populated with your chosen main domain.
STEP 5 Next, navigate within the Voluum dashboard to Settings > Domains tab and click on
.
Note: If you get an error screen (“CNAME validation error”) after verifying the DNS settings, the settings may not be fully configured. You can fix this by
STEP 6 Insert your custom domain – here it’s
reducing the TTL number for the CNAME record, or
track.click123.com – into the new field
wait until the new DNS settings are fully resolved.
and then click on
. If you need further details on custom domain configuration, check out the Voluum Knowledge Base
STEP 7 Once the domain settings are fully propagated, the verify button will change to
articles here.
.
STEP 8 Select a domain as your Main domain by clicking on .
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17.4.
WHY WOULD I NEED TO USE A CUSTOM DOMAIN? Using a custom domain may be important when
We currently deal with abusive campaigns on a case-
a source requires the primary (campaign) URL to
by-case basis once we are notified by the relevant third
correspond to the secondary URL(s) used within a
parties. Following notification, we then decide whether
campaign’s funnel.
an abuse report is valid or a false positive.
What’s more, as Voluum’s default domains are available to all active Voluum users and we do not
In either case, we will contact the associated user with
vet the type of campaigns active, there is a risk that a
details of the report and any disciplinary action being
domain may be flagged by an external web security
taken (when required).
service – this could be Google safe browsing, Norton internet security or similar – when malicious content is connected to an active campaign. As a result, to minimize the risk of domain flagging, we recommend you use a custom domain for your campaigns, instead of a default domain.
Note: We frequently inspect and ensure the maintenance of our domain's reputation across many of the common AV clients (Norton, McAfee, AVG) and online scanners (Virustotal, RiskIQ, GSB).
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Aggregate of internet users whom are drawn to a publisher's website to explore the content contained therein. Traffic can be either organic or targeted (paid).
User clicks on an Ad placed within a publisher's site which is linked through to an ad exchange (traffic source). Unique subids are assigned to identify the user's attributes as they click-through.
Ad exchange captures subids from the publisher's site, assigns it's own unique subid values to the user's click and instantaneously redirects the user through to the destination (Voluum campaign URL).
Voluum records subIDs + any additional variable data passed from the source upon visit. Detects unique user attributes. Creates unique identifiers for the user and instantaneously redirects user through the campaign funnel pre-configured by an advertiser.
User visits LP, clicks-through on the CTA link (click URL) and is redirected to an offer.
User visits offer with Voluum's subid (clickID) passed through, user then converts on offer.
WEB TRAFFIC PUBLISHER SITE VOLUUM CLICK ID RECEIVED!
AD EXCHANGE (ZEROPARK)
TRACKER
Source subid + variable data passed through to campaign
Conversion recorded successfully on Voluum campaign. Traffic source postback URL / Pixel is then fired with source's subid to pass conversion back to the campaign reporting on the source's end (optional).
Voluum Campaign WIN A NEW IPHONE CLICK
LANDING PAGE
Voluum subid {clickid} passed through to offer OFFER
OFFER
No. 1
No. 2
No. 3
No. 4
CONVERSION! Voluum postback URL / pixel fired to relay conversion back to the respective Voluum campaign's reporting.
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