Custom Conversions

The Custom Conversions feature lets you define multiple conversion types so that you can differentiate between them. After all, not all conversions are the same, and with this tool in place, you will be able to see not only which part of traffic converts most often, but also which users are most likely to generate additional income from upsells, or other post-install events.

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In the postback URL or conversion tracking pixel, there is a parameter, called et, and conversions will be categorized based on its value. Some affiliate networks let you input a specific postback URL for specific events, conversion types, but some only let you input one specific URL with a dynamic token that returns the event type name. This is why within Voluum you can define multiple et values that will be considered to be the same conversion type.

If you cannot use the postback URLs to track conversions, it is also possible to add the et parameter to your tracking pixel following the same pattern as for the postback URL. You can find an example how the tracking URL should look like in the FAQ section below.

The conversion types can only be defined by the owner of the Voluum account. Users, who were invited by the account owner and got access to the Voluum platform, cannot add the conversion types to the Voluum platform.


Let’s assume that you are sending traffic to two different affiliate networks, and you are promoting app install. Every time someone installs the app, you are earning $1, but also, every time someone purchases in-app virtual gold, you are earning $2.

  1. The first affiliate network lets you define postback URL for both events:

    • Postback URL for installing the app:[subid]&payout=[commission]&txid=[transactionID]&et=install
    • Postback URL for in-app purchase:[subid]&payout=[comission]&txid=[transactionID]&et=purchase
  2. The second affiliate network lets you only specify one postback URL, and they have a token for a conversion type, so you can specify as follows:

    Postback URL for both events: &txid=#TID#&et=#TYPE#

    where the #TYPE# can return those values:

    • inst when the app is installed

    • sale for every in-app purchase

In Voluum, you want to see app installs and in-app purchases from both affiliate networks grouped together, so the correct setup would look as in the picture below:


To group together both conversion types, you need to add two custom conversion events to Voluum:

  1. One for the App install custom conversion event:

  2. One for the In-app purchase custom conversion event:


With that setup, every time there is a postback URL with et=install or et=inst, it will be categorized as an App install, and whenever there is et=sale or et=purchase, it will be considered as an In-app purchase, and reflected so in reports:


Defining Custom Conversions

Below you can find a short instruction how to add a custom conversion event in Voluum and next, paste the defined postback URL to your affiliate network to be able to track conversions for a given conversion type:

I. Add a Custom Conversion Event

To add a new type of the custom conversion, called in Voluum custom conversion event, perform the following step:

  1. Sign in to Voluum.

  2. Click the profile_settings.png icon (top right corner of the screen). Your account data view will show up.

  3. Go to the Custom conversions tab.

  4. Click the Add button. The Custom conversion event pop-up window will show up.

  5. Provide a unique name of your custom conversion event. While providing the custom conversion name, you need to take into account that the name will be displayed as a column header in reports, therefore it is recommended to have a consistent naming convention for all the names.

  6. Provide accepted values for the et parameter added to the postback URL in Voluum. You need to take those values from your affiliate networks based on parameters the affiliate networks enable you to use in the postback URL.

  7. If required, you can configure extra options for the custom conversion types you are going to add:

    • Include in 'Conversions' column defines whether the custom conversion is counted towards the general Conversions count. If your custom event is, for example, uninstall, or some other internal metric, you might want not to add it to general conversions count.

    • Include in ‘Revenue’ column lets you choose whether revenue from a given custom conversion type is added to campaigns’ overall revenue.

    • Send postback to traffic source lets you choose if an outbound postback to the traffic source is fired when a given custom conversion is registered in Voluum.

    • Include in ‘Cost’ column is only applicable to the CPA cost model. When selected, even though the postback URL to the traffic source will be fired, still it will be counted only as an informational one, and not the one that incurs the CPA cost.


      Voluum Note: When the Send postback to traffic source option is set, the Include in Cost column checkbox cannot be unselected.

  8. Click the Save button. The Custom conversion event pop-up window will close.

  9. You have added the custom conversion event to Voluum.

II. Get the Postback URL

When you have added the custom conversion event, you need to define the postback URL that you are going to paste to the affiliate network. To do so, follow the steps:

  1. In the Custom conversions tab click the Copy link.

  2. Paste the copied postback URL to any tool where you can edit and specify the URL parameters. You need to define the following parameters in the URL:


    Voluum Info: Keep in mind that the postback URL parameters should be replaced with the corresponding values defined by your affiliate network. To find that values you need to refer to the affiliate network documentation. If you want to use more than one affiliate network, you need to set up the postback URL for each of them.

    1. cid : This is a mandatory parameter used to record a conversion. It is dedicated to passing Voluum's click ID

    2. payout : This is an optional parameter used to pass the revenue amount per conversion.

    3. txid: This is an optional parameter that you can use to pass a unique transaction ID for each conversion.

    4. et: This is a mandatory parameter if you want to define a custom conversion type for your campaign funnel.


      Voluum Note: The et parameter is marked as OPTIONAL in the postback URL because if you have not set it up, the conversions still will be recorded in Voluum. However, in this case you would not be able to differentiate the conversion types. If you want to record the custom conversions in Voluum, you need to define the et parameter.

  3. When you have defined all the parameters in the postback URL, paste the URL to the affiliate network.


    Voluum Note: Take into consideration that adding several et parameter values will result in accepting several postback URLs with different conversion types. Only the combination of the same click ID and the same conversion type will be rejected as a duplication of the postback URL. Parameter values are case sensitive, so for example, the install and INSTALL values will be treated as different and in this case two postback URLs will be accepted.

Frequently Asked Questions

Have more questions about Custom Conversions? You might find the answer below: