Conversion types

A conversion type links affiliate network statuses like approved, ftd or trash from the incoming postback to one of the tracker's four statuses and sets whether to count the conversion in reports and whether to send a postback for it. Types are on the Settings → Conversions («Настройки → Конверсии») tab. Owners and admins can see the tab.

General rules

• Types are shared by all campaigns and sources of the workspace.
• Values are compared case-insensitively and ignoring spaces at the edges: Sale and sale are the same value.
• A value listed in several types belongs to the type that was created earlier.
• A type without values matches nothing.
• While there are no types, the list shows the line “No types defined — the postback uses the status as is (lead/sale/rejected)” («Типы не заданы — постбэк использует статус как есть (lead/sale/rejected)»).

Fields of the Conversion type window

Creating a type

1. Open Settings → Conversions.
2. Click + Type («+ Тип»).
3. Enter the Name.
4. Select the Canonical status.
5. List the network statuses in the status= values (comma-separated) field.
6. Leave or clear the checkboxes.
7. Click Create («Создать»).

The type appears in the table with the Name, Status («Статус»), status= and Flags («Флаги») columns. In the Flags column, the enabled checkboxes are shown as “conv.” («конв.»), “revenue” («доход») and “postback” («постбэк»).

The canonical status and the send postback to source checkbox apply to postbacks that arrive after the type is created. The in conversions and in revenue checkboxes and the type's column in reports also apply to conversions that are already recorded.

If you create several types in a row, the window opens with the same status and checkboxes that you selected last time. Check them before saving.

Example: the network sends ftd on the first deposit and trash on a refusal. Create a “Deposit” type with the Sale status and the ftd value, and a “Trash” type with the Rejected status and the trash value.

Mapping order

The tracker determines the status of a conversion like this:

1. The lead_status, sale_status, rejected_status and ignore_status lists in the postback itself. They take priority over types, see How the status is determined.
2. Conversion types in the order they were created. The first type whose values contain the received status is taken.
3. No matches — the status is recorded as it was received, in lowercase. An empty status is recorded as lead: the lead payout rule applies to such a conversion, and a Lead event is sent to Facebook.

The type's checkboxes relate to the received status value. They apply even when the final status is set by a list in the postback.

The amount also depends on the final status: for an offer with a fixed payout, 0 is recorded for the lead and rejected statuses, and the offer's payout for the others. The rules are in the Payout and currency section.

The final status of each conversion is shown in the Status column on the Conversion log («Лог конверсий») tab, see Campaign conversion log.

Counting in reports

Reports count conversions by their final status. The formulas for all columns are on the Report metrics and formulas page.

The checkboxes change this counting:

• in conversions cleared — the type's conversions aren't included in Conv. They stay in the Leads, Sales and Rej. columns.
• in revenue cleared — the payout isn't included in Revenue and Revenue (exp.).

Together with these columns, the metrics calculated from them change too, for example CR, CPA, Profit («Прибыль») and ROI.

Both checkboxes also apply to conversions that are already recorded: the report checks them against the current list of types.

Each type has its own column in the report builder. It is named after the type and shows the number of conversions that arrived with this type's values, including rejected ones. The checkboxes don't affect this column.

Postbacks to the source and Facebook

The send postback to source checkbox controls outgoing S2S. If it is cleared, neither the source postback nor the campaign postbacks are sent for the conversion.

URLs tied to a status are matched like this: a row with the lead, sale, rejected or hold status is matched against the final status; a row with a custom status, against the value the network sent. If the network sent ftd and the type mapped it to a sale, the sale row fires, as well as a row with the custom status ftd, if there is one. Setting up the rows is covered on the S2S postback to the source and Campaign and source S2S postbacks pages.

An event is sent to the Facebook Conversions API only when the final status is lead or sale. The send postback to source checkbox doesn't affect it.

Deleting and changing

1. In the row of the type, click ✕.
2. Confirm the prompt “Delete type ‘Deposit’?” («Удалить тип «Deposit»?») — it shows the name of the type.

The status of conversions that are already recorded doesn't change. The checkboxes of the deleted type stop applying: its conversions are again included in Conv. and in revenue by the general rules. The type's column disappears from the list of report columns. If it is selected in a report, including a saved one, remove it from the report before you delete the type.

You can't change a type in the panel. Delete it and create it again. Changing a type is available through the API, see Admin API: conversions and postback.

Frequently asked questions

name is required

The type wasn't created: the Name field is empty. The message is shown on the tab above the table of types. Enter a name and click Create.

The network sends its own status, but there is no type for it

The conversion is recorded with this status. It is included in Conv. and Revenue (exp.), but not in Leads, Sales and Revenue. Create a type with the canonical status you need. Conversions that are already recorded keep their old status.

Unknown status: set up a conversion type («Неизвестный статус: настройте тип конверсии»)

The message appears during conversion import from CSV. The import accepts the lead, sale, rejected and hold statuses and the values listed in conversion types. Create a type with this value or replace it in the file, then click Check CSV («Проверить CSV») again.

How do I count holds?

Create a type with the Hold status and the values the network uses for a pending state, for example pending. When the network sends a confirmation with the same transaction ID, the conversion changes its status, see Status change.