Rokt Analytics shows you what happens after consumers engage with your offers on the Rokt platform - whether they purchased your product, signed up for your newsletter or fill in a form to receive more information.
By tracking these user actions, known as ‘conversions’, you’ll see which creatives, audiences and campaigns bring you business, and help you invest more wisely in the best ones to boost your return on investment.
How it Works And Set Up
In lieu of a Rokt tag, some clients choose to upload conversion files in the "Conversions" page of the "Customer Data" section of the Rokt platform. Note however that uploading a conversion file generally requires more manual intervention, is error prone, and creates delays in feedback (e.g., the more infrequent a conversion file is uploaded, the greater the delay in campaign feedback).
Alternatively, conversions can be reported via a specific API. See Delivering Events via Rokt API.
Associating Conversions to the Original Referral
Rokt requires the email address of the converting consumer to attain maximum value and accuracy. If you do not have the knowledge or resources available to do this, or if the consumer's email is not available to you at that time, you can always just place the Rokt tag without it and still use Rokt Analytics at slightly reduced accuracy. Without an email address, the Rokt tag will attempt to match the user’s device profile, but can miss out on attributing conversions correctly if those users are converting on different devices.
If you have concerns about sharing consumer email addresses with Rokt, you can pass in a hashed variant of the email address. A hash is a computed value based on an input (like an email address) that is virtually impossible to reverse without the original input. This means that Rokt won’t be able to access your customer data without that consumer also giving their data to Rokt beforehand.
Another alternative, for campaigns driving consumers to a web page, is to pass a tracking ID in the URL of these traffic links. Sharing back this value when a consumer converts will allow Rokt to match it to original referral.
Defining Attribution Window
You need to define your attribution window, e.g. what's the maximum time (in days or monthly cohort periods) that can elapse between a Rokt referral and a conversion, for the conversion to be attributed back to the referral. (e.g., 180 days).
In One Platform, acquisitions and conversions can only be attributed to a campaign if a referral has been generated, e.g. if a consumer has accepted your offer. But note that Rokt can also track and provide ad hoc reports on acquisitions and conversions from impression events only. Indeed, customers could be viewing your offer, not click on the CTA, but convert anyway because they've be made aware of your offer.
See Your Conversion Data
When you set up Rokt Analytics and your Rokt account starts recording conversions, you’ll see these conversions in your campaign, audience and creative reports.
All conversions are counted against a particular creative. All your creatives under an audience will then be aggregated to create total conversion numbers for your audience, and then all audiences under a campaign will be aggregated to create total conversion numbers for your campaign.
When looking at your conversion data for a particular date range, the reports will show you the number of conversions and transactions that happened in that date range, regardless of when the interaction with the Rokt offer occurred.
Note: If you’re looking at more recent date ranges, you may see cost per acquisition (CPA) start to steadily climb. This is because your most recent Rokt referrals haven't had a full chance to convert, e.g., the conversion window hasn't fully aged yet.