A Conversion is an action a user takes on a landing page that the advertiser have deemed valuable. An action could be any of the following: newsletter sign up, request a demo form fill, product purchase, etc.


This Article Will Help You

  • Learn how CAKE tracks Conversions
  • Understand the Different Types of Conversion Pixels
  • Generate a Conversion Pixel
  • Know Conversion Pixel Parameters


Section 1: How CAKE Tracks Conversions


There are two ways CAKE can track conversions using pixels.

  • HTML Pixels:  Also known as Browser Pixels, this type of Conversion Pixel is a piece of code that is placed directly on the thank-you page that fires after a user converts on the offer. When the HTML pixel fires from the user's browser, CAKE looks for the click, or impression, cookie that was placed on the browser when the user was redirected to the landing page from a CAKE Unique Tracking Link. If CAKE finds a cookie on the user's browser that matches the Conversion Pixel, the conversion will be stored.
  • Server-to-Server:  To track Conversions server-side, the Postback URL, also known as a server pixel, is used. This type of pixel is fired from the advertiser's server instead of a browser page, which means cookies are not supported. Since CAKE cannot attribute conversions to an affiliate's campaign via the cookie, the Request ID value is used. The Request ID is a session-specific value that is generated on a click and stored by the advertise; this value is then required on the Postback URL from the advertiser for attribution.


Section 2: Types of Conversion Pixels


CAKE supports multiple pixels for tracking conversions, each of which offer benefits and disadvantages.

  • iFrame: This is the recommended HTML Pixel and most commonly used. It is easy to implement and allows for all types of affiliate pixel piggy-backing.
  • Javascript: This HTML Pixel is recommended when passing dynamic values in the pixel, such as revenue earned for a conversion. However, this pixel type cannot support piggy-backing an affiliate's iFrame Pixel.
  • Image: Though this HTML Pixel fires the quickest, it is not recommended because it does not support any affiliate pixel piggy-backing. If this pixel is used, affiliates can only place campaign Postback URL's within their CAKE Affiliate Portal.
  • Postback URL: This Server-to-Server pixel has many added benefits, such as accuracy and fraud prevention, however, it is not always supported by advertisers. If a Postback URL is used, no affiliate HTML Pixel can be piggybacked, this means affiliates will only be able to place campaign Postback URL's to track server-side as well.


Note: Pixel piggy-backing is when CAKE will fire an affiliate campaign pixel that is placed within the portal when a conversion successfully stores for that campaign.


Section 3: Generate a Conversion Pixel


Section 3: Generate a Conversion Pixel

There are two places to generate an Offer Conversion Pixel, most commonly, from the Offer card.


From the Offer card, follow these steps:

  1. Begin on the Home tab.
  2. Click on the Pixel button.
  3. Select Conversion/Install/Lead.
  4. Press Next.


An alternative option for generating conversion pixels is from the Advertisers main tab.

  1. Hover over the Advertisers main tab.
  2. Select Generate Conversion Pixel.
  3. Search for the Offer to generate a pixel for.
  4. Select Conversion/Install/Lead.
  5. Press Next.


Note:  From the first page of the wizard, there are additional fields that are not required:

  • Include Request Session ID: Selecting this will append "r=REQUEST_SESSION_ID" to all HTML Pixels, whereas by default, that parameter would only be included on the Postback URL. This solution is recommended when there is a concern of user's having cookies disabled on their browser. Without a valid cookie, CAKE can convert the user based off of the Request ID value, similar to Server-to-Server tracking.
  • Ecommerce Parameters: If the Ecommerce license is enabled within your instance, this option is displayed. Enabling this checkbox will append all CAKE Ecommerce parameters to the generated conversion pixels.
  • Email to Advertiser: If this box is selected, an email containing the generated conversion pixels is sent to the Advertiser's contact(s) email address after selecting Finish on the last step of the wizard.


Section 4: Conversion Pixel Parameters


Section 4: Conversion Pixel Parameters

The second step of the wizard will display the generated Offer Conversion Pixels. In this display, you will see the following default characteristics of the pixels.

  • Cookie-Domain: This is the selected Cookie Domain for the Offer. This should be the same domain that is within the Unique Tracking Links, unless Redirect Domains are used. By default, this will show HTTP, however, if you have the SSL checkbox selected on the Home tab of the Offer card, an HTTPS will display in the generated pixels.
  • O: This parameter contains the Offer ID value that CAKE will use to attribute clicks back to the correct Offer.
  • E: This parameter will show the Event ID of the default Conversion/Install Pixel.
  • R:  When cookie-less tracking, the CAKE generated Request ID should be passed back to CAKE in the r parameter of the Conversion Pixel.
  • F:  This is the pixel format parameter that will tell CAKE which type of pixel is being fired. Only the iFrame Pixel does not contain the f parameter.
  •            f=js: Javascript
  •            f=img: Image Pixel
  •            f=pb: Postback URL, this parameter will provide an XML response
  • T:  The Transaction ID parameter is optional but recommended for use of reconciling conversions with your advertiser. The value passed in this parameter should be a conversion or transaction id that is specific to your advertiser's tracking system.


Note: Addtional parameters can be added to the conversion pixel for the purpose of overriding settings within the CAKE admin portal.

  • 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.