Skip to main content


Rokt's ability to match offer referrals to conversion events can drastically improve your campaign performance on the Rokt platform. Our algorithms learn from every conversion and constantly make adjustments to improve campaign targeting and bidding. Better conversion data also improves analytics and reporting, helping you make informed decisions with your advertising budget.

It’s critical that you choose a reliable method of integrating conversion data with Rokt to realize these benefits. We offer a variety of options for integration based on your company’s needs and capabilities. Each option has trade-offs, so take a look at each and work with your account manager to choose what’s best for your business.

Choosing an integration

We offer a number of options to choose from. For best results, Rokt endorses integrating with both the Event API and Web SDK. This combination mitigates the chance of dropped conversions due to browser restrictions or systems failures.

Event API

The Event API is a flexible and secure integration that allows your company’s server to talk directly to Rokt’s. The Event API supports a variety of attributes and gives your company total control over what data you integrate.

Learn more about the steps required to implement the Event API.


The Web SDK is a single line of JavaScript code that you add to your site’s confirmation page. When the page loads, the Web SDK integrates the conversion data with Rokt. You can configure the Web SDK to include a variety of attributes related to conversion. The Web SDK can sometimes encounter coverage issues due to browser updates, third-party integrations, or customer-installed extensions, which is why we recommend using both the Web SDK and Event API together.

Learn more about the steps required for Web SDK integration.

Third-party measurement providers

Rokt provides the option to record conversion events using third-party measurement providers like Tune and AppsFlyer. However, third-party providers can be less accurate than a direct connection like the Event API or Web SDK. Extra steps are necessary to validate data sent through third-party providers, so speak to your account manager if you are interested in this method.

Learn more about what third-party providers are supported and how to set up a connection.

Secure file transfer

You can set up scheduled Secure File Transfer Protocol (SFTP) requests to transfer conversion data from your company’s database to Rokt’s. If you choose this method, you will lose some benefits around real-time reporting.

Learn more about setting up an SFTP transfer.


You can manually upload a batch list of conversion data into One Platform. Keep in mind that this method requires frequent manual uploads, and you will miss out on benefits associated with real-time reporting.

Learn more about manual import.

Shopify application

Shopify store owners can take advantage of the Rokt Ecommerce Shopify app to integrate conversion data with Rokt. Install the app and start integrating conversion data right away.

Contact your account manager if you'd like to explore the Shopify option.

Identifying conversions

Regardless of the implementation method you choose, Rokt strongly suggests that you include a personal identifier in your integration so that we can correctly match a conversion to a campaign referral.

A raw email address is the preferred identifier, but you should include at least one of the following:

  • Email (hashed or raw)
  • Phone number (hashed or raw)
  • Rokt Tracking ID

To support customer data security, Rokt supports both hashed and raw personal identifiers. A hash is a computed value, based upon an input (like an email address), that is virtually impossible to reverse without the original input. SHA256 hashing is strongly recommended.

Advertisers that are unable to include either email or phone number should consider using the Rokt Tracking ID. There are extra steps required to set up the Rokt Tracking ID, and it is not as reliable as using email or phone number.

In general, the more data included about the transaction, the better Rokt’s machine learning algorithms can optimize your campaigns. Some useful attributes include: transaction amount, currency, quantity, or payment card identifier. See the full list of attributes accepted by Rokt.

Defining attribution window

An attribution window refers to the maximum time (in days or monthly cohort periods) that can elapse between a Rokt referral and a conversion. You need to define an attribution window so that conversions can be associated to the right campaign referral.

Rokt only attributes conversions to a campaign if a customer opted in to the offer within the set attribution window; conversions resulting from an impression are not considered attributable to Rokt. For example, a customer could view your offer, not click the call to action, but convert anyway because they've been made aware of your offer. For these situations, Rokt can only provide ad hoc reports on conversion and impression data.

Viewing conversion data

Once you set up a conversion attribution mechanism and begin integrating data, you can see these conversions in your campaign, audience, and creative reports.

All conversions are counted against a particular creative. All your creatives under an audience are then aggregated to show total conversion numbers for that audience. Then all audiences under a campaign are aggregated to create total conversion numbers for your campaign.

When looking at your conversion data over a date range, you see the number of conversions and transactions that happened in that date range, regardless of when the interaction with the Rokt offer occurred.


If you’re looking at more recent date ranges, you may see higher numbers for cost per acquisition (CPA). This is because your most recent Rokt referrals haven't had a full chance to convert and the conversion window is still open.

Was this article helpful?