Our "Conversion events" explained

Let me start by explaining our different custom conversion events that we use. Then you can better understand what conversion events that suits your business objectives. 

When you install Reaktion and connect ex. Google Ads and Facebook Ads, we automatically create several custom conversion events as "secondary" events (to not influence your existing tracking and marketing setup). Our custom conversion events is based on our own combined browser and serverside tracking.

Our 3 standard conversion events.

(enabled per default). Ready to optimize your marketing towards

All these 3 events are tailored to optimise your marketing against. Each serves a different purpose as optimisation events:

"ReaktionRevenue" conversion event

Tracking of revenue generated

For Google Ads ReaktionRevenue event can be supplemented by our ReaktionRevenue "Conversion Booster" event. You can choose to make both events "Primary".

"ReaktionProfit" conversion event

Tracking of Profit generated

For Google Ads ReaktionProfit event can be supplemented by our ReaktionProfit "Conversion Booster" event. You can choose to make both events "Primary".

ReaktionNewCustomerRevenue

Revenue generated only from new customers (that never bought from the webshop before)

Track Returns on your paid marketing 

When a return is created we automatically send the "returned revenue" and "returned gross profit" back to Google Ads and META Ads in new custom conversion events. This way you can track "Refund rates" etc. on campaigns and also understand the "ROAS after refunds" 

reaktion_returned_revenue conversion event

Track "Returned Orders" on paid marketing

reaktion_returned_profit conversion event

Track "lost gross profit" due to refunds

reaktion_returned_new_customer_revenue conversion event

Track "Refunds" from New customers only

Attribution tracking (Use with caution)

In Reaktion you can see the customer journey on each order based on the trackable touchpoints such as click IDs, UTMs and other sources. We can rely on user key data since marketing platforms don't inform us on weather or not they attribute specific orders. 

So this is only based on trackable touchpoints. 

See the guide to setting your attribution method - click here 

"ReaktionAttributedProfit" custom event:

This is Revenue tracked by our Reaktion server-side tracking solution. The Gross Profit is attributed based on your attribution settings (if more than one marketing channel has played a part in the purchase within the conversion window)

"ReaktionOfflineAttributedProfit" custom event:

This is Revenue tracked by Reaktion by sending data into Google Ads Offline tracking solution. The Revenue is attributed based on your attribution settings (if more than one marketing channel has played a part in the purchase within the conversion window)

"ReaktionAttributedRevenue" custom event:

This is Revenue tracked by our Reaktion serverside tracking solution. The Revenue is attributed based on your attribution settings (if more than one marketing channel has played a part in the purchase within the conversion window)

"ReaktionAttributedRevenue" custom event:

This is Revenue tracked by Reaktion by sending data to Google Ads Offline engine. The Revenue is attributed based on your attribution settings (if more than one marketing channel has played a part in the purchase within the conversion window)

"ReaktionAttributedCLV" custom event:

This is the defined additional value a new customer is rewarded with attributed based on your attribution settings (if more than one marketing channel has played a part in the purchase within the conversion window)

Our tracking explained in 7 minutes: