Understanding the CAKE Conversion Pixel

Below is a list of the default conversion pixel parameters:

• O: This Offer ID value that CAKE will use to attribute clicks back to the correct Offer
• E:  The Event ID for the action being tracked
• R:  The Request ID that can be used for attribution in place of a cookie, most commonly used on the Postback URL for server-to-server tracking. 
• F:  The pixel format that tells CAKE which type of pixel is being fired. The iFrame Pixel does not contain the f parameter.
  • f=js: Javascript
  • f=img: Image Pixel
  • f=pb: Postback URL
• T:  The Transaction ID is an open parameter for the Advertiser to send you their conversion ID and can be used for reconciliation across the two tracking platforms. 

• P:  This parameter can be used to override the Received amount set within CAKE for that campaign. This amount can also be referred to as your revenue.
• AP:  Affiliate Payouts can be overridden by passing in a dollar amount in the AP parameter of the conversion pixel. This will override the existing campaign payout set within the UI.
• A:  The Advertiser ID parameter can be used in place of the O parameter on the conversion pixel to make it a global advertiser pixel. This is only recommended when multiple offers have the same thank you page. However, the use of this pixel is not recommended without the use of the r=REQUEST_SESSION_ID parameter because it is not the most accurate in tracking as the conversion would be attributed to the offer that drove the last click, which may not be true.
• U: The User ID parameter can be used to track a consumer across devices or Offers when the consumer is known, most commonly because they have logged in to the advertiser's website.
• K: The Key parameter can be used to track conversions using Session Regeneration and a unique mobile identifier, such as Apple's IDFA. 
• IP: The consumer's IP address can also be used with Session Regeneration to track conversions probabilistically.

You may also be interested in: 

• A Guide to Conversion Tracking
• A Guide to Event Tracking
• How to Implement Server-to-Server Tracking Using a Postback URL