The DCM/DFA Reporting and Trafficking API v2.7 is deprecated and will be sunset on November 30th, 2017. All users must migrate to a newer API version by that date.

Overview

In DoubleClick Campaign Manager (DCM) a conversion is recorded by a tag, known as a Floodlight activity, when a user performs a predefined action after being served an ad. Commonly tagged actions include tracking when a user purchases an item from an online store, or visits a webpage to request more information via an online form. In general, conversions tracked by DoubleClick both begin and end online.

Conversions for some advertisers, however, may start online and finish offline. An example of this is a user that begins researching a product online, clicks on an ad, and then completes their purchase over the phone or in a retail store. In this scenario, DCM will have data about the online portion of the transaction, but not the offline portion, resulting in the conversion going unrecorded.

To address this, the DCM/DFA Reporting and Trafficking API's Conversions service allows advertisers to provide information about the offline portion of these conversions directly to DCM.

Prerequisites

Before you can start working with the Conversions service, you'll need to complete the following steps:

  1. Create and authorize an API project as outlined in our Get Started guide.
  2. Ensure your DCM user profile has the Insert offline conversions user role permission. Contact your DCM account administrator to enable it if necessary.

Match conversions to activities

Offline conversions must be matched to a corresponding online activity in DCM. You'll refer to these activities by their floodlightActivityId and corresponding floodlightConfigurationId.

If you don't yet have an activity for tracking offline conversions, you can use the API's FloodlightActivities service to create one. See the Common Trafficking Tasks guide for an example of how to do this. Creating dedicated activities for offline conversions is highly recommended.

Obtain click, device, and user IDs

Offline conversions must also be attributed to a particular click, device, or user ID. The most common ways to obtain these IDs are covered below.

Using Google Click ID

Conversions may be attributed to specific ad clicks through the use of Google Click IDs (GCLID). GCLIDs can be obtained from AdWords or DoubleClick Search.

Google Click IDs must be passed in the gclid field.

Using mobile device ID

Conversions may be directly attributed to mobile devices through the use of advertising device identifiers. The following identifiers are supported:

These identifiers must be passed in the mobileDeviceId field.

Using the %m match macro

The %m macro can be inserted into click-through or redirect URLs for a creative. The ad server will expand this macro into a user's encrypted user ID following a click event. The encrypted user ID can then be captured directly from the redirect URL, or from server logs.

IDs captured using the %m macro must be passed in the encryptedUserId or encryptedUserIdCandidates[] fields.

Using Data Transfer

Data Transfer is a DCM feature that provides access to event-level ad server log data. This data is delivered via separate feeds, each comprising a single Data Transfer file. Within these files, each recorded event is associated with an encrypted user ID.

To make use of user IDs provided in Data Transfer files, you'll need a way to match an online ad server event with some event in your offline system. This is commonly done using custom Floodlight variables, which you can dynamically populate with values that uniquely identify a user action. A simplified workflow may look like this:

  1. A Floodlight activity tag fires, indicating the start of a transaction. The tag contains a custom variable value you've provided that uniquely identifies the transaction.
  2. The transaction continues and completes offline, maintaining the same identifier.
  3. Using the identifier recorded when the transaction completed, a matching entry is located in the Data Transfer activity log file that recorded the original Floodlight activity.

IDs retrieved from Data Transfer files must be passed in the encryptedUserId or encryptedUserIdCandidates[] fields.

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