Conversion tracking
Before you launch campaigns on Rokt Ads, you need to close the loop by setting up conversion tracking. Closing the loop connects the top of the funnel, a customer engaging with your ad (i.e., a click), to the outcomes that matter to your business, such as purchases, subscriptions, and app installs. New advertisers are required to close the loop when onboarding.
Establishing this connection is what makes it possible to measure and optimize your campaigns on Rokt.
Why conversion tracking mattersDirect link to Why conversion tracking matters
Integrating conversion data does more than populate a report. It is the feedback signal that trains the Rokt Brain: every conversion you report teaches Rokt which customers and contexts lead to success, so Rokt can steer targeting and bidding toward higher-value customers. Closing the loop lets you:
- Measure performance against your goals, with accurate attribution rather than clicks alone.
- Unlock optimization. Rokt's Smart Bidding and machine learning need strong, timely conversion signals to find the customers most likely to convert.
- Detect and resolve anomalies quickly.
- Optimize toward your most valuable customer segments.
Best practices for high-quality dataDirect link to Best practices for high-quality data
The quality and completeness of your conversion data directly affects how well Rokt can match conversions and optimize your campaigns. To get the most from your integration:
- Send all conversion events, and do not pre-filter or pre-attribute them. Let Rokt see all conversions for optimization purposes and handle attribution.
- Include a number of persistent identifiers, such as email (raw or SHA-256 hashed), to improve match rates.
- Send data in as close to real time as possible, so signals stay fresh.
- Combine a client-side and a server-side method for redundancy, using a unique transaction ID so Rokt can deduplicate events.
Integration methodsDirect link to Integration methods
You can close the loop in several ways. For most advertisers, Rokt recommends implementing a client-side method and a server-side method together for the most complete and reliable coverage.
RecommendedDirect link to Recommended
Client-side: a lightweight snippet placed through your conversion journey that captures actions and conversions in the browser in real time. The recommended default for most advertisers.
Server-side: sends conversion data from your servers directly to Rokt, so tracking is not affected by browser limitations or ad blockers.
Other ways to deploy the SDK+Direct link to Other ways to deploy the SDK+
- Tag managers: deploy the Rokt SDK+ through Google Tag Manager, Tealium, or Adobe Experience Platform. For maximum accuracy, Rokt recommends implementing the SDK+ directly on-page where you can.
- Shopify SDK: add the Rokt SDK+ to your Shopify store.
Other integration methodsDirect link to Other integration methods
You can also close the loop through other methods, including tools you may already use:
- Pixel Service: track conversions using a Rokt pixel.
- Payment processors: send conversions from your payment provider.
- Data warehouses: send conversions directly from your data warehouse.
- Third-party measurement providers (MMPs): pass conversions through your mobile measurement partner.
- Affiliate networks: pass conversions through your affiliate marketing channel.
- Customer data platforms: if you use a CDP such as mParticle or Segment, you can forward conversion events from it.
- SFTP: send conversion events to Rokt securely in batch.
- Manual upload: upload conversion data in batch, as a last resort when an automated integration is not possible.
Get startedDirect link to Get started
Discuss with your Rokt team to choose the methods that fit your stack and follow the linked guides. Closing the loop is one of the two integrations required before your campaigns can launch; the other is setting up your audience data. For help getting started, reach out to support@rokt.com.