Microsoft Adcenter New Conversion Counting Options

Microsoft Adcenter has improved conversion tracking by allowing you 3 new conversion counting options. The new options will allow you to specify how your events should be counted.

Option 1: One conversion per click

  • Adcenter only counts the first conversion to occur after a click. Any subsequent conversions from the same click will be ignored.
  • This option can be used to prevent double counting.
  • You will most likely see your conversion numbers decrease with this option.

How It Works

  • A user clicks on an ad and converts on an advertiser’s site (event 1), and then converted again by revisiting the same page or navigating to another place where the code is housed (event 2).
  • They then searched for the ad again from a search page, clicked and converted again (event 3).
  • With this scenario the system will only count conversions from events 1 and 3.
  • Event 2 will not be counted with this option because it originated from the same click as the first conversion that was counted from event 1.

Option 2: One conversion per unique URL

  • Adcenter counts conversion events based on the URL and the query string that has been assigned to that conversion page.
  • Use this option if you can embed unique codes into your URLs, and if you want Adcenter to filter based on that unique information.
  • This can be a very complicated method to implement.

How It Works

  • A user clicked on an ad and then converted on the following URLs:

    • http://www.wibsite.com/thankyou.aspx?sess=DJPWE#!*ewq&SRC=MSN

    http://www.wibsite.com/thankyou.aspx?sess=NTPRS#_$witr&SRC=MSN

    http://www.anotherwibsite.com/confirmation.aspx?trans=12345

    http://www.wibsite.com/thankyou.aspx?sess=DJPWE#!*ewq&SRC=MSN

  • This will result in 3 conversions being reported. All of the transactions listed above will be counted with the exception of number 4 since it is a duplicate of number 1.

Options 3: All conversions

  • Adcenter counts all conversion events.
  • This option will include duplications. So you can use this option, if you have your own method to count refreshes, or if you want to record the raw number of counts.

How It Works

  • A user clicked on an ad and then converted twice and then revisited one of their conversion pages once.
  • All three conversion events are reported.

If you are already using Adcenter’s conversion tracking and want to implement one of the counting options, you will have to adjust your Javascript according to this Adcenter blog post.

However, Adcenter’s conversion tracking still does not let you track your revenues. It also does not allow you to measure the different types of conversions, much like Google’s Adwords Conversion Tracking, in which conversion reporting can be broken down into sales count and sales value, leads count and leads value, and so on.

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