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Introduction to Multi-Event Tracking

  • Updated

Welcome to our introductory Multi-Event Tracking article! In this FAQ, we will explore the purpose of A/B testing different conversion events and provide you with best practices to make the most of it on NewsBreak.

 

What is Multi-Event Tracking?

Multi-Event Tracking allows advertisers to A/B test on different conversion events, such as add to cart and purchase. This is a powerful tool to understand and improve the customer journey as our system gathers more data and optimizes towards users most likely to convert.

 

Who is a good fit?

Multi-Event Tracking is a good fit for full-funnel advertisers, but especially recommended for those with a high CPA (>$60) or advertisers who are struggling to spend with a relatively deep conversion event.

 

How to set up tracking (Pixel + Postback)

  1. Log in to your Ad Manager account and select Tools >> Event Management.
  2. In Event Management, click "Create/Test web event."
    • Here you will name your event, choose the type of conversion event, and follow the 3-step-process to integrate your Pixel or Postback.
  3. Test Pixel or Postback.
    • Before launching your campaign, make sure to use our ‘Go test’ feature at the bottom of the page. Hopefully you will see ‘Test result: successful.’
  4. Save and proceed.
    • Once you have successfully tested the tracking implementation and created your event, save the changes, and proceed with setting up your ad.

 

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💡For customized events, please make sure to use meaningful names to track the intended event. You will define what this conversion is on your end.

 

Best Practices: A/B Testing

  • When A/B testing different conversion events, please set up separate ad sets in the same ad account.
    • For example, create one ad set for "Purchase" and another for "add to cart" under one ad account.
  • Keep everything the same between these ad sets, except for:
    • Target CPA Ad Sets: Conversion event and bid rate.
    • Max Conversion Ad Sets: Conversion event and daily budget.
  • Compare upper funnel vs. lower funnel events in parallel to assess their impact on performance and ROI, then choose the conversion event that best aligns with your advertising goals.
  • Send even more events to NewsBreak other than the conversion event. This helps our model gather even more learnings and optimize the ad set more effectively.

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