MSXT macro
The MSXT macro (%msxt%) enables us to properly assign each conversion to the corresponding click and campaign.
Using it will maximize the accuracy of the conversion count. It is a deterministic way of measuring conversions on your campaign. We strongly recommend you add the %msxt% macro in the click URL of your campaign.
For example:
Suppose your landing page URL is simple and doesn't include any query string, like:
https://your.landing.page.com/any/path
Then, you would need to change it to look like this:
https://your.landing.page.com/any/path?msxt=%msxt%
On the other hand, if your click URL already includes other parameters, like:
https://your.landing.page.com/any/path?anyparams=XXX&anyotherparams=YYY
You should include it like this:
https://your.landing.page.com/any/path?anyparams=XXX&anyotherparams=YYY&msxt=%msxt%
Avoid redirections
Notice that, if your creatives are 3rd party tags, or if you are using an external 3rd party tracker as the URL, the user will experience a redirection before reaching the landing page.
This redirection will lose the MSXT information and some conversions won't be counted. That's why we recommend using creatives hosted by us and "organic" click URLs instead of trackers.
If you still need to use 3rd party tags and/or 3rd party trackers in your campaign, chances are we already know how to operate their tags.
Please, check the Docs article of the particular AdServer you are going to use - for example Doubleclick - and follow the instructions.
Alternatively, you can contact support@mediasmart.io or your assigned Client Services Manager to ensure that the setup is correct and the risk of losing conversions is minimized.
Fingerprinting & mediasmart ID
When MSXT cannot be used in the URL or its information is lost on the conversion funnel, be aware that if the pixel is well implemented the mediasmart's system will be attributing using fingerprinting.
Fingerprinting is less accurate than the MSXT deterministic attribution, but we should be able to count a high percentage of the conversions that would have been counted with the MSXT.
Whenever fingerprinting is used as the main source for attribution, we strongly recommend you to set up your campaign target to traffic with mediasmart ID available.
Post View Attribution or View-Through Attribution (VTA)
Allow view-through attribution (VTA) in your campaign. This way we will be able to count conversions for those users that have seen your ad, besides only clicking on your ad.
If you want to verify how many post-view and post-click conversions your campaign has, please check "Conversion Source" in Reports.
Optimize
As one of the leading advantages of getting real-time data on your campaigns is that our algorithms can make smarter decisions for your media buying, on a campaign-by-campaign basis, we strongly recommend you use our CPA optimization algorithm to improve your campaign performance.