1. © 2009 Eyeblaster. All rights reserved Presented by: Geoffrey King ● Sales Engineering APAC ● September 2009 Tracking Conversions

2. © 2009 Eyeblaster. All rights reserved Agenda What are Conversions and Conversion Tracking? How Does it Work? Creating Conversion Tags Generating and Implementing Conversion Tags Eyeblaster Universal Tags Master Conversion Tags Reporting Closing Remarks & Glossary

3. © 2009 Eyeblaster. All rights reserved What is a Conversion? Historically the number of visitors a website received was used as the success metric of a marketing campaign However, a marketing campaign is fairly useless if it generates many visitors who do not perform the desired actions A conversion occurs when a visitor changes from a looker into a buyer by taking an action or behaviour you consider valuable This action or behaviour might be a page view, signup, lead or purchase

4. © 2009 Eyeblaster. All rights reserved What is Conversion Tracking? Conversion tracking is a form of website analytics that measures the success of a campaign at directing a user to a website and tracking if they take the desired action or behaviour Tracking occurs by placing dedicated tags for each action or behaviour on the advertisers website before the campaign starts There are two types of conversion tags; 1. Counter Tags: count the number of times a user has visited a certain page 2. Sales Tags: track how many items a user purchased and the total spending amount. These tags are typically placed on the Thank You page after a transaction is completed

5. © 2009 Eyeblaster. All rights reserved How Does We Track Conversions? 1. Ad Displayed to User 2. Cookie Written to the Users Browser Containing Ad Information 3. If a Click Occurred Update the Cookie 4. Advertisers Site is Reached 5. Conversion Tag Reached 6. User Cookie and Conversion Information sent to Eyeblaster 7. Check if a Conversion Occurred 8. Record Conversion Random Guy: What do you Check? EB: Exposed to an ad belonging to the advertiser? EB: Within cookie window? EB: Within frequency cap? TAG TYPEINFORMATION All o Conversion tag ID o Ad last seen and when it was seen o If the ad had been clicked Counter o Frequency capping information o Optional: Session ID, Custom Variable(s) Sales o Quantity of items purchased o Revenue o Optional: Order ID, Product ID, Product Information, Custom Variable(s)

6. © 2009 Eyeblaster. All rights reserved Cookie Window The Cookie Window setup on the account also influences if a conversion shows in the reports or not The Cookie Window is the maximum time interval between an impression/click and a conversion in which the conversion will still be attributed to the ad This length of time can be set on the account setting under the Eyeblaster Analytics Settings

7. © 2009 Eyeblaster. All rights reserved Is it quick and easy to setup?

8. © 2009 Eyeblaster. All rights reserved Creating Conversion Tags Created easily within the Eyeblaster platform Create in bulk using the Export Conversion Tag feature Some of the lesser known features; Counter Tags Select HTTP or HTTPS protocol, depending on the page that tags will be placed Frequency controls the counting Every time: always count a conversion 24 hours: counts one conversion per 24 hour period, ignoring multiple conversions for the one user Session: counts a conversion per browser session. Multiple conversions for the one user in one session will only count once Assign a dollar value every time this conversion occurs

9. © 2009 Eyeblaster. All rights reserved Creating Conversion Tags Created easily within the Eyeblaster platform Create in bulk using the Export Conversion Tag feature Some of the lesser known features; Sales Tags Select what data should be collected; Transactions: indicated that only the actual buy is recorded Number of items: number of items purchased is also recorded

10. © 2009 Eyeblaster. All rights reserved

11. Generating Code Key Features; Supports HTML and Flash websites; HTML: JavaScript, IFRAME Flash: Action Script 1-3 Generate one tag at a time or in bulk Email the tags straight to a person or export to Excel

12. © 2009 Eyeblaster. All rights reserved Implementing Code To track conversions the code needs to be placed on the page or in the flash application It should be placed between the tags with the HTML version of our code, or pasted into the appropriate place in your flash page Where it is placed on the page can influence the number of conversions we count; Top of the page: we count the conversion immediately on page load Bottom of the page: only after the page loads will we count the conversion See an example page at: http://demo.eyeblaster.com/geoffrey/kb_conversion/ http://demo.eyeblaster.com/geoffrey/kb_conversion/

13. © 2009 Eyeblaster. All rights reserved Implementing Code Any dynamic parameters in the code need to be replaced with the actual value when the user converts For example in a sales tag the [Revenue] parameter should be replaced with the actual value of the sale Some of the dynamic parameters are optional so can be left out such as [Quantity], [OrderID] and [ProductInfo] Note: The generated code contains instructions at the top OrderID: is special in that if it is implemented, we will automatically count each conversion once per session per Order ID

14. © 2009 Eyeblaster. All rights reserved Implementing Code Generated Code Updated with Values

15. © 2009 Eyeblaster. All rights reserved Implementing Code – Custom Variables Sometimes advertisers would like to collect additional information from a conversion For example they would like to collect the postcode of the converting user Possible by making some small changes to the tag The total size of the URL (including all parameters) must be less than 2024 characters

16. © 2009 Eyeblaster. All rights reserved

18. Eyeblaster Universal Tags (EUT) Key Features; Up to fifteen 3 rd party conversion tags can be added to a single conversion tag Image or JavaScript tags can be used Variables from the advertisers page or Eyeblaster can be sent to the 3 rd -party (Ad ID, Placement ID, Click, $) Supports de-duplication: only the 3 rd -party responsible is notified Supports de-duplication rules; Last entry in path (impression/click) Give precedence to clicks over impressions Last click in path (disregard Impressions)

19. © 2009 Eyeblaster. All rights reserved De-duplication Last entry in path (impression\click): the 3 rd party tag is only called if it where the last ad viewed or clicked on Consider the following Path to Conversion (P2C) where the Network Publisher was selected as Site A # ScenarioAd 1 (I/C)Ad 2 (B)Ad 3 (B)Ad 4 (B) – Last Seen 1Conversion X Site A Imp Site A Click Site B Imp Site A Imp 2Conversion X Site A Imp Site A Click Site A Imp Site A Click 3Conversion X Site A Imp Site A Click Site B Imp Last ad imp/click was Site A, 3 rd party tag notified Site B was the last Imp/Click. As de- duplication is for Site A in this example we take no action

20. © 2009 Eyeblaster. All rights reserved De-duplication Give precedence to clicks over impressions: the 3 rd party is notified if the last click in the P2C was for the 3 rd party. If there where no clicks in the path, but the last impression was for the 3 rd party they are notified Consider the following P2C where the Network Publisher was selected as Site A # ScenarioAd 1 (I/C)Ad 2 (B)Ad 3 (B)Ad 4 (B) – Last Seen 1Conversion X Site A Imp Site A Click Site B Imp Site A Click 2Conversion X Site A Imp Site A Click Site A Click Site A Imp 3Conversion X Site A Imp Site A Click Site B Click Site A Imp 4Conversion X Site A Imp Site A Imp Site B Imp Site A Imp Last ad click was Site A, 3 rd party tag notified Last ad clicked was Site A, 3 rd party tag notified (note we ignored the Site A Imp – click is given precedence) Last ad clicked was Site B, 3 rd party tag is not notified as it wasn’t Site A No clicks happened in the path so we take the last imp

21. © 2009 Eyeblaster. All rights reserved De-duplication Last click in path (disregard impression): the last ad to get a click prior to conversion in the P2C is awarded the conversion Consider the following P2C where the Network Publisher was selected as Site A # ScenarioAd 1 (I/C)Ad 2 (B)Ad 3 (B)Ad 4 (B) – Last Seen 1Conversion X Site A Imp Site A Click Site B Imp Site A Click 2Conversion X Site A Imp Site A Click Site A Click Site A Imp 3Conversion X Site A Imp Site B Click Site B Imp Site A Imp 4Conversion X Site A Imp Site B Imp Site B Imp Site A Imp Last ad clicked was Site A, 3 rd party tag notified Last ad clicked was Site A, 3 rd party tag notified (note we ignored the Site A Imp – click is given precedence) The first click in the path is for Site B, 3 rd party tag is not called as de-duplication is set for Site A There are no clicks in this path at all so no 3 rd party is awarded the conversion

22. © 2009 Eyeblaster. All rights reserved

23. The Problem Some advertisers use localisation in their sites When running campaigns, all the local campaigns are setup in the local agency accounts but the ads all lead users to the same physical page If conversions are required would you create a conversion tag in each account and add them to the exact same page? Imagine you had 20 tags on the one page this would almost certainly slow the page load! Sony Ericsson homepage (http://www.so nyericsson.com/ cws/home?lc=fr &cc=fr) Sony Ericsson campaign running on French agency Sony Ericsson campaign running on UK agency Sony Ericsson campaign running on SG agency

24. © 2009 Eyeblaster. All rights reserved The Solution: Master Conversion Tag A single Eyeblaster conversion tag which has one or more other Eyeblaster conversion tags attached to it Enables placing this single Master Conversion Tag on the advertiser page, while recording conversions on multiple conversion tags in all local accounts Tag 1 (Master) Tag 2 (Attached, Agency A) Tag 3 (Attached, Agency B) Tag 4 (Attached, Agency C)

25. © 2009 Eyeblaster. All rights reserved How Does it Work? The conversion is attributed to the advertiser (campaign) which had the last viewed ad The server checks which advertisers are attached to the master tag (and the master tag advertiser)– and checks which ad of those advertisers was viewed last A call is sent to our servers with all the information in the users cookie A user browses to the page with a master conversion tag implemented Only the master tag code is generated and put on the advertiser page Only a single conversion is ever attributed

26. © 2009 Eyeblaster. All rights reserved

27. Reporting We have several reports purely focused on conversions including; Conversion Summary Conversion Details Conversion Comparisons Channel Connect 4 Search (not discussed in this presentation) ROI reports can also be relevant; ROI Summary Custom Reports; Post Click Activity Raw Data

28. © 2009 Eyeblaster. All rights reserved Conversion Summary Report Provides information about the conversions a campaign has received with conversions shown in columns Key metrics you will find include the breakdown of post-impression and post-click conversions, latency, CPA (if media costs exist), revenue (if using sales tags or fixed cost in counter tags) and the exact conversions per conversion tag

29. © 2009 Eyeblaster. All rights reserved Conversion Details Report Provides information about the conversions a campaign has received with conversions shown in rows

30. © 2009 Eyeblaster. All rights reserved Conversion Comparison Report Allows you to compare data about conversion by conversion tag name

31. © 2009 Eyeblaster. All rights reserved ROI Summary Report Designed to provide data about your campaigns’ return on investment performance (not just conversions) Some of the key metrics you will find include the breakdown of post-impression and post-click conversions, latency, CPA (if media costs exist), revenue (if using sales tags)

32. © 2009 Eyeblaster. All rights reserved Post Click Activity Raw Data Report Contains all the additional variables and custom variables gathered by conversion tags This data is only captured if enabled for the advertiser by Tier2 prior to activity starting This report can be accessed through certain accounts like Eyeblaster Reporting Int Some of the key metrics you will find include the P2C, Revenue, quantity, Order ID, Timestamps

33. © 2009 Eyeblaster. All rights reserved

34. Improvements in MediaMind Ability to select and save what type of tag is generated (HTML, IFrame, Action Script 1/2 or 3) Setup alerts to be sent to you if the number of conversions for tag drops below a threshold you set (e.g. 10 conversions per week) Status of conversion tags (Is Live, Has Conversions) Categorisation of conversion tags into groups to help with analysis when reading reports Report filtering based on campaign assignment

35. © 2009 Eyeblaster. All rights reserved FAQ Q: Can a conversion be recorded when a button is clicked? A: Yes, by using a JavaScript function to call the conversion tag on click Q: Can custom variables be stored on a conversion page? A: Yes, both counter and sales conversion tags can store additional custom variables from the advertisers website and accessed through the custom raw data report Q: Can custom variables be passed to a third party conversion tag? A: Yes, any custom variables implemented correctly can be passed to the third party conversion tag

36. © 2009 Eyeblaster. All rights reserved FAQ Q: Can we count unique conversions? A: Yes, by using the session capping feature the webmaster can limit the number of conversions we count. We may be adding our own unique conversion metric in upcoming product releases

37. © 2009 Eyeblaster. All rights reserved Thank you Additional Information Eyeblaster Training Zone Eyeblaster Help Files Marketing Portal (case studied, presentations, research and more)