Events, Postbacks and API's

Using events and postbacks will help your campaigns reach their full potential by providing all of the data needed to optimize your campaigns.

Events are specified actions that occur within the lifecycle of a lead, that when fired, can be attributed to that lead through the transaction ID.

These events can indicate a conversion, a revenue amount being paid, a status change of a lead in your CRM, or simply a lead visiting your site.

Events may be set up to fire on a certain action, such as the lead clicking on the submit button of an web form. Events may also be fired offline, meaning this action occured outside of your website or offer.

Postbacks are the way in which these events are fired back into Pingtree and/or to another party to the transaction.

Campaign Events

Campaigns vary in that they may be in different verticals, targeting different users or it may just have a different intended goal all together.

Due to these variables, Pingtree gives you the option to attribute events to a single campaign or add it to multiple campaigns.

Event Types

Events come in many forms:

Base Events: These events are default options generated by the system. They are Base, Base Click Sold, Base Form Sold and Base Call Sold.

Custom Events: These are events created by the user. They're created on the specific action they are looking to track. Once an event is created, a unique event ID is attributed to that event which is how it is tracked thereafter.

Conversion Events: events indicate a lead has been converted.

Now what is a conversion? This definition will vary depending on your offer and which data metrics you believe would best constitute a lead conversion.

Once an event is marked as a conversion event in Pingtree, any of these events that are fired will be attributed to your conversion metrics.

*Note: There should only be one event marked as a conversion event as having additional conversion events will result in skewed reporting data.

Affiliate Conversion Events: These events are set for your offer's affiliates in their affiliate view. They should align with the payout settings you have structured with affiliate partners. What an affiliate considers a "conversion" is generally different than what the campaign owner considers one therefore Pingtree has bifurcated these metrics to ensure both parties can equally optimize.

Revenue Events: These events may or may not be the same as your conversion event. These events will indicate if there was revenue attributed to the action. Unlike conversion events, there can be multiple revenue events in the same campaign.

Offline Events: These are events that occur outside of your hosted offer or website. These events would typically require having a postback manually added onto the source from which the event will fire. These events could be conversion events, revenue events or regular events.

Event List

Due to the fact that each campaign may have offers in different verticals, contain different goals and target a different market, Pingtree has created a way to bifurcate events through event lists.

When creating a custom event, you have the ability to assign the event to one or multiple lists and then those lists can be attributed to a specific campaign.

Custom Event

There are some events that are considered default events. These include base, base click sold, base form sold and base call sold. These are all system-generated events and will be available for any campaign.

Custom events gives you the ability to create events tailored to your offer and campaign.

Event Postback

Events are fired in two ways:

They can be fired by placing a pixel on a certain user action. Ex: IF a lead clicks on the submit button THEN fire a form submit event.
They can be fired via postback URL.
If we are requesting an event be fired from a third party, you will send them either a global or campaign-specific postback url that Pingtree automatically generates.
After the base URL, you will need to include the transaction ID parameter along with the unique event ID parameter & value for which event you want fired. You may also include additional parameters such as revenue.
You may also fire these postbacks to a partner. In this instance, the partner needs to send you their base postback URL along with the parameters to be passed. In Pingtree source settings, you're able to configure this postback as an Event Postback and identify which event should be fired.

Form Submit API

Form submit API is automatically generated by Pingtree at the campaign level.

Create Form API

The create form API will generate a new form lead based on the campaign.

Pingtree's create form API view provides you with the the posting API as well as API Code responses and a list of parameters.

Users can see the log on real leads within the data section in the "Lead Submit API" log.

Update Form API

The update form API will fire if there is any API or data that has appended a previously created lead.

Pingtree's update form API view provides you with the the posting API as well as API Code responses and a list of parameters.

Users can see the log on real leads within the data section in the "Lead Update API" log.

API Manager

Pingtree's API manager gives users a view to include required fields for the selected campaign.

Additionally, you have the ability to create futher verication of both email and phone number fields by adding validation logic which ensures that lead data containing both email and phone numbers are correctly formatted.

This feature improves the quality of lead data that passes through.