Overview

An event is a pixel created for the purpose of tracking conversions on web or mobile apps. When creating an event, identifiable information about the type of conversion will need to be entered for measurement and reporting. This information includes which advertiser will be associated with the event, along with a numerical value to represent what the conversion is worth.

Certain advertisers may have a key performance indicator (KPI) of clicks or installs which would classify as a conversion, instead of a CPM-based measurement. Events have the ability to identify what that conversion should look like through the use of a form, and then a tag (pixel) will be generated based on the type of environment selected for the conversion. That pixel is then able to be copied and pasted onto an advertisers web or app environment to track the conversion such as a click or install. Once these actions are performed by the ad viewer, Beeswax will be notified of this activity, and the metrics behind these actions will be viewable from the events list view. Events that are created may be attributed to all line items in the network, or specifically selected campaigns or line items. 

Accessing Events 

To access the Events page, navigate to Trafficking > Events at the top of the screen in Beeswax.

Events List View

List View Fields

Create an Event

1. To create an event, Navigate to Trafficking > Events and click New Event at the top right of the list view. Additionally, events may be created by clicking the button, then clicking Event at the top right of the UI.
   
   
2. From this view, a window will appear with the following fields to complete:
   

   *Required

   Field Name	Definition
   Event ID	A unique ID that will be associated to this event once it is created.
   Event Name*	A desired name for this event.
   Advertiser*	Select an advertiser to apply this event to.
   Attribution	Choose to either have this event be eligible for all campaigns and line items or selected campaigns and line items.  This event may be applied manually during the creation process of these campaigns or line items.
   Event Type	The event type is used to categorize the type of event that is being created. The event type is only used for organizational purposes. Selectable options include: Purchase Landing Page Sign-Up Lead Other
   Segment	Optionally specify a segment via dropdown menu. By selecting a segment, any user that hits this event tag will also be added to that segment. Segments may be used to exclude on targeting, or to re-target on. Segments may be beneficial to exclude if the segment includes an audience who has already been converted.
   Default Value*	This is the default value (in U.S. dollars) that a conversion event is worth to the advertiser. The value will only be used if a value is not present in the event tag.
   Click Window in Days (Max 30)	The look back window (in days) for click conversion attribution.
   View Window in Days (Max 30)	The look back window (in days) for view conversion attribution.
   Alternative ID	Any number or string used to map this object to an object in an alternate system.
   Notes	Free-text field to include any notes on this segment. Available to view from list view, or when viewing the created segment.
   Active (Toggle)	Set to either Active or Inactive.
   Tag Type	Generic Image Tag (Recommended for Web) Image tag using Alternative ID to add users into a segment Generic URL for mobile app install Postback To view the tag code, a "Tag Type" must be chosen first and saved by clicking “Save & Generate Tag”.

   
   

3. Once the necessary fields have been completed, and the Tag Type has been selected, click "Save & Generate Tag" to have the tag created on this screen for placing on a specific page or environment that will be tracking the conversions.
   
   

4. By clicking Save & Continue, an Eligible Objects tab will appear with the following fields to complete:

   Field Name	Eligible Objects
   Campaign	Select a Campaign via dropdown to associate to this Event. Multiple may be included.
   Line Item	Select a Line Item via dropdown to associate to this Event. Multiple may be included.

   
   

5. Once the relevant campaigns and events have been associated, Click Save & Close to finish.

Apply Events to a Campaign or Line Item

If the event was not added to a campaign or line item during the event creation, it may be applied afterward to both new and existing campaigns and line items. If no events are associated to the advertiser chosen for the campaign or line item, this option will not be present.

Apply to a Campaign

1. To apply this event to a campaign, navigate to Trafficking > Campaigns, or create a new one.
   
   

2. From the General tab of the campaign, scroll down to Custom Event Association and select a single or multiple events to associate from the dropdown. 

   If this option is greyed out, it means the advertiser used in this campaign has no associated events.

3. After clicking Save & Continue, the event is saved to the campaign and applicable to track conversions on this campaign.

Apply to a Line Item

1. To apply this event to a line item, select a line item name, or create a new one.
   
   

2. From the General tab, scroll down to Custom Event Association. From this view, select any applicable events to add to this line item.

   If this option is greyed out, it means the advertiser used for this line item has no associated events.

3. Once the event have been added, click Save & Continue to have this line item applicable to track conversions based on the selected event.