Attribution Settings for Offline Conversions Explained
Please note the following settings will apply to ALL ad platforms that you are sending events to.
Which “Pending Conversion Attribution Mode” should I pick?
This is ultimately up to you, but the most advised way depends on your specific business model:
Last Click – This is the default setting and best for businesses with shorter customer journeys. Also take in mind that if you are going to send events to an existing pixel and an existing event, you need to use last-click mode in order to match with Facebook’s attribution mode.
Scientific mode – This is best used if you have funnels with longer customer journeys, and leads often go through multiple sources before purchases. For example this may be appropriate for a call funnel. That being said do not use this if you are sending events to an existing pixel.
You can also choose the day of first click attribution here. The general rule is to include at least the number of days of your average customer journey from initial ad click to purchase. So if it takes an average of 4 days, choose 5 at least, if it takes an average of 13 days, choose 15 at least. Anything beyond 30 days then choose 30.
Should I ignore organic?
By default we will ignore organic sources when sending events to your ad platforms. As an example, let’s say a lead has the following journey, in this exact order:
@FacebookAd
@OrganicSourceClick
$Purchase
This means the lead initially came in via a Facebook ad, then later clicked through an organic source and then purchased.
If we are sending events in last click mode, then the last click in this case is “@OrganicSourceClick”. Because in this case the sale is not attributed to a Facebook ad, we will NOT send the event to Facebook.
However, if you choose to ignore organic sources (which is our default setting), we will ignore “@OrganicSourceClick” and attribute the sale to the last Ad source. Therefore in the example above, the purchase will be attributed to “@FacebookAd” and we will therefore send the sale to Facebook.
It is ultimately up to you how you want to use organic sources here. However most users consider it fine to ignore organic sources to send more events, even if they went through an organic source during the journey.
That being said if you consider this incorrect and organic traffic is very important to you and how your business makes decisions, you may want to consider including organic sources here, that way you are not optimizing around events in your ad manager that may have come from organic sources instead.
What ad platforms can I send events back to?
Hyros allows you to send back events to Facebook, Tik Tok, Google and Snapchat.
Are all events sent to the ad platform?
No, only events that are attributed to the ad platform and ad account you have integrated with are sent back to that ad platform. This is based on the offline conversion attribution mode you set in your true tracking settings during the setup.
For example, if a sale is attributed to Google, or is not attributed back to any source at all, then it can not be sent to Facebook for optimization. Hyros is focused on improving your ad optimization and therefore does not send events from other sources to your ad platform.
Are events sent in real time?
This depends on the ad platform in question. We can break it down here:
Google – Due to limitations from Google, events are sent every 6 hours on average. Google does not allow events to be sent before that timeframe.
Meta – Yes, events are sent in real time to Meta
Tik Tok – Yes, events are sent in real time to Tik Tok
Snapchat – Events are sent every hour to Snapchat
What is considered a good event match quality?
The general standard for event match quality seems to be 6.0. For example Facebook’s documentation here mention that a good event match quality score is 6.0, and so does Snapchat here.
We aim to send all the information possible with events, providing we are tracking them. If you notice for example that we are sending a low amount of names and phone numbers with events, this may be because we are not often tracking names or phone numbers of leads on your funnel, and do not have this information to send.
You may be able to improve the quantity of names and phone numbers we are able to track by adjusting name and phone number fields on your site to enable us to identify this information accurately. For more information on this please follow the guide HERE.
What events does Hyros send to our ad platforms?
Hyros can only send events that we track, so currently we can not send events such as:
– Page view
– Initiate checkout
However we can send events that we track, which include:
– Purchase
– Call
– Lead
– Add to Cart (for Shopify and Facebook only)
Should I send Lead Events?
You will only need to send lead events if you are hoping to optimize around leads for any of your campaigns/ad sets/ad groups.
This is a decision for you to make based on your unique business and how you want to optimize your ads.
If you are going to optimize around Hyros purchase events and calls as most users do, then you can leave this off.
Why Send Events as Orders?
Inside Hyros we offer you the choice to send events to your ad platform based on order numbers, or sale numbers:
For Meta
For Google
By default, Hyros will send events as an individual purchase. For example, if a lead purchases 3 products in a single purchase (in other words, in the same order), then Hyros will send 3 events. 1 event for each specific product purchased inside Hyros.
However, if you would prefer Hyros to send all of the purchases together as 1 event in order to optimize around orders, you can toggle this on.
There is no right or wrong answer in this case. It will depend entirely on your unique business and what you consider most appropriate for optimization.
It is most common for users to send events as orders in order to match more closely with the ad platform, especially if you are sending events to an existing event/conversion action inside the ad platform. However if you are sending Hyros events to a unique event, then you could consider sending events as sales if you would prefer to optimize around sales numbers rather than grouped orders.
How Can I Find the Purchase Event in the Facebook Pixel Code?
We can not advise on finding the Purchase event inside the pixel code as this is related to Facebook’s own tracking setup, and you may have set this up manually depending on your marketing stack.
Please review Facebook’s documentation HERE on tracking standard events such as Purchases. If you have access to the Facebook pixel code and are able to edit the Purchase event before placing it on your site, then you can move forward to the next steps.
In some cases, this may not be possible at all. For example, Shopify does not typically allow users to edit the Facebook pixel code installed on their site.
Google only – Should I Send Events as an Individual or General Conversion?
What is an Individual Conversion?
This means every single product and product variation will be sent to Google as a unique conversion action.
For example, you have 3 different products which you have sold with the following product names inside Hyros:
- My First Product
- My Second Product
- My Third Product
If all of these sales are attributed to Google, and we are sending events as an individual conversion, then we will send each event with the following name, with the formula “Hyros + {ProductName}”:
- Hyros My First Product
- Hyros My Second Product
- Hyros My Third Product
This is how your conversion actions will show inside Google. Each sale will be added to the conversion action that it corresponds to ONLY. In this case each conversion action will only have 1 event.
What is a General Action?
This is when all Hyros events, no matter the product name, are sent to the same conversion action with the same general event name.
For example, you have 3 different products with the exact same names as the above example which you have sold. They are all attributed to Google but this time you are sending events as a general action, with the predefined tracker name as “Hyros General Purchase”, the 3 conversion events will now be sent like this:
- Hyros General Purchase
- Hyros General Purchase
- Hyros General Purchase
As you can see, all purchases are sent to the same name and therefore they will all be sent to the same conversion action inside Google, meaning “Hyros General Purchase” will have 3 events inside Google.
Which One Should I use?
This entirely depends on how you want to optimize your campaigns inside Google.
Use individual actions if you want to optimize some or all of your campaigns around a single product or a specific group of products. Often this is useful when you have a campaign with a goal of selling a specific product or a specific group of products.
If you have a lot of different products inside Hyros, then sending events as an individual action will generate many different conversion actions inside Google, and can therefore be more difficult to manage. This is especially true for E-Commerce stores that sell low ticket items.
In all other cases, use general actions. This will show all events under the same conversion action and allow you to optimize around all your purchases at the same time in the cleanest way.
General actions will also give you the option of sending events as orders rather than individual products purchased.
You also have the option of selecting both in case you want to optimize differently for certain campaigns.
In this case, each sale will be sent to both the General action and the individual action for that specific product.