To measure and optimize the performance (i.e., cost per action) of your marketing campaigns, you need to track user conversions driven by your Marketing Campaign.
On the mediarithmics platform, you create a Goal to define a trigger when a user should convert.
There are two ways of configuring a Goal:
Creating a Goal and using the associated Pixel. Each user that sees the Pixel in a page will convert for this goal. This Pixel should be present on the confirmation page or dynamically loaded when the user converts (by using a Tag Manager or by including the 'pixel load' in the website logic)
Writing a rule that will be run on the Datamart data. It will generate a user conversion each time a user matches the rule.
From experience option #1 is the simplest solution to configure and should be used for each 'non-recurrent' User Conversion tracking.
The option #2 offers more flexibility but with the cost of a longer & more complex configuration. It should be used either when the:
datamart tracking JS TAGs / Pixels are already present on the website, including the page where the conversion happens
Goal to track will be used repeatedly
Goal definition requires a complex rule that can't be achieved by displaying a JS TAG / Pixel
Tracking User Conversions by using Pixels
When creating a goal in the navigator (Campaigns tab > Goals sub-tab):
Define the name of the goal.
Select Trigger via Pixel.
Copy/paste the generated HTML code to your technical team so that they can integrate it.
Don't forget to associate the correct attribution model for the attribution of the conversion to your Marketing Campaigns.
Save the goal.
Tracking User Conversions by using Datamart Queries
When creating a goal in the navigator (Campaigns tab > Goals sub-tab) :