Pixel tracking ties within the SmartDreamers ecosystem (mainly in the Campaigns tab under the Reports module and in the Advertising module listings) through Conversion Tracking and Attribution Windows.
The information provided through tracking pixels is invaluable when it comes to improving your ads in terms of content and targeting. Tracking data, such as Facebook tracking pixels, ensure that ads are seen by the desired users who would most likely complete the suggested actions.
These data are imported and centralized into the Reports feature, helping with measuring the number of applicants attributed to the SmartDreamers campaigns per each source (ie. Facebook, Twitter, LinkedIn, etc.).
When it comes down to the application process, there are two scenarios involved when tracking conversions through the use of pixels:
- when users are taken to a separate confirmation page after applying - the page's URL contains a specific element, such as "/applyconfirmation");
- triggers set when users remain on the same page for the confirmation message after applying, or are lead to a confirmation page who's URL does not change (ie. does not contain any specific elements such as "/applyconfirmation").
For the first case, after the base pixels have been installed on the career or job description page, conversion events could easily be tracked using URLs.
For instance, after submitting their applications, candidates are directed to a new page with the following message: "Thank you for your application!". For this specific conversion, the new page ( or the pages that contain the "/applyconfirmation" string in their URL) would be set as the custom conversion URL. This would tell the originating platform (ie. Facebook if we are talking about Facebook pixel) that once candidates reach that particular page, they have been converted to applicants (and counted as such in the Reports module).
For the second case or scenario, standard events will be used to track conversions with the use of a more diverse range of triggers, such as: element visibility or form submission events.
The easiest way of setting up these kind of tracking events is by using tag management solutions that already have built in triggers and help you operate changes without having to modify manually the code of the website. However, standard events can be also set up with the help of your development team directly in the website coding.
Attribution Windows and the Number of Applies Metric
An attribution window is a time frame during which eligible conversion events, in our case application submissions, can be claimed. When your ad leads to a conversion, the advertisers will attribute (credit) the ad. It’s important to have this data to see how well your campaigns and ads are doing and determine if you’re reaching your targets.
The number of days between when someone viewed or clicked your ad and then took action on your website is referred to as an “attribution window.”
Note: Remember that the attributions are for the date the ad was viewed or clicked, not the date the conversion took place.
🔎 Metrics Included in the Reports Module 🔎
- Number of applies for 1 day AW: the number of conversions within the 1 day attribution window (people viewed or clicked on your ad and applied to a job within 24 hours);
- Number of applies for 28/30 days AW: the number of conversions within the 28 or 30 day attribution window ( people viewed or clicked on your ad and applied to a job within 28 or 30 days). Note: 28 or 30 depending on the specifics of each advertiser.
Cross Domain Tracking
In cases where the application process starts on the career section of the website and is completed on a subdomain hosted through an Applicant Tracking System (ie. job description pages), tracking pixels and Google Analytics need to be installed on both instances. In order to have accurate metrics and data in the Analytics tool, cross domain tracking has to be set between the career section of the website and the ATS subdomain.
Same scenario would be applied in cases where the application process starts on the career section and is then finalized on a different subdomain in the website: tracking pixels and Google Analytics need to be installed in both instances.