Optimize Campaigns for Conversions

  • Updated

Use Adform Site Tracking to optimize CPC and CPA algorithms and achieve target conversion rates at the lowest eCPA, eCPC, or eCPM. Also, you can apply site tracking to improve your ROAS (return on ad spend), CAC (customer acquisition cost), and CPL (cost per lead).

With Adform FLOW and its integrated site-tracking solution, clients have shown a 126% ROI (return on investment) over other solutions that involve multiple platforms and require time and effort to consolidate and analyze data. With Adform's solution, you don't lose data when integrating Adform DSP with Site Tracking, and you can use the data in real time.

By choosing the buying strategy: Increase sales, subscriptions or other actions (CPA), you can set it to optimize your campaign for conversions at the lowest price. Adform uses machine learning to find and bid on those visitors that are more likely to convert. A conversion can be a sale in an ecommerce system or a desired interaction on the website (such as a download, a registration, or a form submission).

You can also use site tracking to optimize the buying strategy: Drive visitors and increase visit depth (CPC quality). The algorithm used in this strategy examines historical site-tracking data of previous visitors when evaluating whether to bid on a visitor. It considers whether they are likely to leave the advertiser’s website or visit other pages. The algorithm learns to predict and bid on users with the same qualities.

You can use campaign performance, website traffic, and custom reports to analyze the conversions and identify areas for improvement.

To optimize your campaigns for conversions:

  1. Enable site tracking.

  2. Generate a site-tracking code.


    Make sure you include all relevant variables that you need now or might need. For more details, see Recommendations for Site Tracking Setup and Implementation.

  3. Implement the tracking point either directly on the page where you want to track conversions, or use a tag manager to implement a code.

  4. Define a specific tracking point as a conversion.

  5. To track specific conversions, create a tracking filter.

  6. To make sure you are tracking conversions correctly, run the Top Content report.

  7. When creating a line item, select the Increase sales, subscriptions, or other actions (CPA) buying strategy.

  8. For that line item, in the Optimize for field, select Conversions (tracking filters).

  9. For that line item, in the Tracking filter field, select the tracking filter for your conversions.

To learn more about optimizing your campaigns for conversions, contact your Adform account manager.

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