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Importing audiences from myTarget
Importing audiences from VKontakte
Connecting an account to an agency
For agencies: registration and import
Account overview
Multi-accounts
Connecting a VK ID
Deleting an account
Creating ads
How to create ads
Stages of creation
Ad limit
Statuses of campaigns, groups and ads
Editing campaigns, groups and ads
Copying campaigns, groups and ads
Deleting and restoring campaigns, groups and ads
Banner preview
Adding a redirect to the white list
Sites
Link markup for click verification
Site Advertising
VK Ads Pixel
Audience tags
Sending offline events to the pixel
Conversion attribution for websites
Visual constructor
Site Audience Portrait
Feed catalogs
Creating a catalog for a marketplace
Feed Advertising for sites and apps
Feed Advertising for VK Communities
Feed Advertising for marketplaces
Commercial Center (interface)
Commercial Center
Goods
Product Groups
Diagnostics
Events
History
Catalogs
Catalogs - what it is, how to create, edit and delete
General requirements for catalogs
Catalog for products according to Google specification
Catalog for products according to Yandex specification
Catalog for real estate
Catalog for real estate according to Yandex specifications
Catalog for transport
Catalog for transport according to Yandex specifications
Catalog for services
Catalogs for flights
Catalogs for flights (Google specification)
Catalogs for hotels
Catalogs for hotels (Google specification)
Catalog for medicinal products according to Yandex specification
Catalog for medicinal products according to Google specification
Dynamic retargeting
Dynamic retargeting based on mobile events
Dynamic retargeting based on web events
Deep links and tracking links in catalog product ads
Macros in catalog product ads
Apps
Mobile app Advertising
Adding new apps
Integration of the application with mobile tracker
Integrating apps with MyTracker
Integrating apps with AppMetrica
Integrating apps with AppsFlyer
AppsFlyer tracking link requirements
Integrating apps with Adjust
Integration apps with Branch
Integrating apps with Tenjin
Integrating apps with Singular
Integration of applications from Huawei AppGallery with trackers
Integration RuStore apps with trackers
Campaigns for RuStore apps – optimization by events
Seamless app install from RuStore
App cards
SKAdNetwork
Tracking link macros
Deep links in mobile app advertising
Promotion in social networks
Video and stream Advertising
Music Advertising
How to post content in VK Music
VK Mini Apps & VK Games Advertising
How to send events from a mini-app
Personal profile advertising
How to set up a personal profile before promotion
Promotion of groups and profiles in OK
Community
Community Advertising
Smart сampaigns
Dzen
Dzen advertising
Scroll-to-site
Tips for launching Dzen campaigns
Lead forms and surveys
Lead form Advertising
Survey form Advertising
YCLIENTS online form Advertising
Split-test for lead forms
Creating a landing page for lead form warmup
Media advertising
Launching media adverts
Banner Ads media format
Video Ads media format
VK Post media format
VK post, video or clip media format
Dzen media format
HTML5 banner
Group and profile OK
Direct deals
For agencies
Agency account guide
Agency clients
Agency managers
Agency work with ADO VK
Access rights
Ads settings
Ad formats
Text and title of the ad
Text generation
Macros in the headline and text of the ad
Old_version_24_10_24_Text creatives autogenerator
Images and video
Media library
Video generation
Image generation
Editing images: zoom in, improve quality, image refine
Smart image cropp
Images created by neural network
Budget optimization
Bid strategies
Auction
Targeting
Auto selection of targeting
Audiences and user lists
Audiences
User lists
Importing external audiences
Similar audiences (look-alike)
Expanding audience
Collecting audiences by reactions
UTM-tags
REF-tags
Placements
Change logs block
Hotkeys
Universal Link/App Link technology on site
API - VK Ads
Safe areas
Advertising objective
Statistics and Finance
Working with dashboard
Metrics and expanded statistics
Evaluating campaign effectiveness
Report upload
Folders in the campaign list
For agencies: Client statistics
Statistics from apps for web campaign
Billing and finances
For agencies: Account balance, payments, and closing documents
Bonuses and promo codes
Documents
Moderation Rules
Rules
Rules for Placing Advertisements
Legal documents
Rules for Placing Advertisements_26.03.2024
Publisher account
How to start monetizing
Connecting additional partner accounts
Setting up a publisher account
Partner account setup
Partner account notifications
Ad blocking
Getting strings for your ads.txt and app-ads.txt files
App placement
Start monetizing your app
Types of ad units for apps
Site placement
Start monetizing your website
Types of ad units for websites
Adaptive block: code creation and integration
InStream block: access and creation
InPage placements: code customization and integration
Flyroll mode for inPage blocks on sites
Recommendation widget
Ads on sites with CSP
Plugin for WordPress websites
Finger Print ID
Integration documentation
Web guides
Web integration for placement on pages
Web integration for placement within video
Header Bidding
Events and codes of Adman3 player
Android guides
Google Privacy & Security recommendations
Android integration guide
Banner Android
Native block Android
Fullscreen block Android
Rewarded video Android
Version history SDK Android
Adapters for other mediations Android
Test mode Android
iOS guides
iOS integration guide
Banner iOS
Native block iOS
Fullscreen block iOS
Rewarded video iOS
Version history SDK iOS
Adapters for other mediations iOS
Test mode iOS
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Test mode Unity
ironSource mediation
MAX mediation
User Data
Integration Testing
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Money withdrawal for residents
Money withdrawal for non-residents
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Реквизиты компании для партнеров-резидентов
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Direct deals for traffic providers
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Creating and customizing a direct deals
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Sending offline events to the pixel

  • Help
  • Creating ads
  • Sites
Reading time 4 min

In some cases, the user who is attracted by an ad cannot make a conversion on the site - for example, to make a purchase at an offline retail outlet. At the same time, you may have your own ability to compare the actions of your customers on the site and offline point in another way: by phone number, promo code, loyalty card, etc.

Transmission of offline conversions affects both the correct calculation of ad campaign effectiveness (e.g. CPA calculation - cost per action) and the quality of the predictive model, which uses the information obtained to find other users similar to your customers. The model, having a more complete portrait of the buyer, can reduce CPA by 2-3 times without the intervention of the advertiser.

How offline events are transmitted

Offline events are transmitted via a JS pixel event activation link, which can be activated by server-to-server

https://top-fwz1.mail.ru/tracker?id=PIXELID;e=RG%3AGOALVALUE/GOALNAME

and one of the additional parameters:

rb_clickid=RBCLICKID

or

userid=USERID

The specified parameters affect the attribution (binding) of the event to the desired advertising campaign. Learn more about each of them below.

How to configure event transmission with the rb_clickid parameter (recommended)

The parameter rb_clickid is inserted into each ad link and allows you to uniquely identify the ad click from which the user came, allowing you to unambiguously link to the campaign.

  1. Create and install the pixel on the site.
  2. Set up a JS event for the conversion you want to track offline.

    You can use events created to register online events. This is the recommended way to use it, as the statistics on conversions will be better structured for the campaign optimization algorithm.

    Be sure to select an event category: purchase, add to cart, lead, or other. This will significantly speed up the training of the model for your campaign and give you faster results.
     
  3. [requires programming skills] When a new visitor goes to the site, the advertiser's system must check whether the click address has the parameter rb_clickid and remember it (inside the advertiser's system) for this user.

    If this user already has memorized parameter rb_clickid it must be overwritten with a newer one (this is called last-click attribution)
     
  4. [requires programming skills] At the time of the offline event the advertiser's system should check if the given user has a saved rb_clickid, and if so, activate a link like https://top-fwz1.mail.ru/tracker?id=PIXELID;e=RG%3AGOAL_VALUE/GOAL_NAME;rb_clickid=RBCLICKID

    You can see an example of a link with populated PIXELID and GOAL_NAME values in the account when setting up events (Sites → Events → Add event → Condition of occurrence - JS-event → How to connect event)

How to configure event transmission with the userid parameter

1. Create and install a pixel on the site.

2. Go to Pixel Settings: Event Sources → Sites → desired site → Setup → Pixel Code.

3. Enable the Synchronize users option. In this case, an additional parameter pid will appear in the base code.

image

4. Update the base code on the site and configure your CMS/tag manager so that the user_id (in the terminology of your customer service platform) is passed to the pid parameter. If this is not done, the next steps will not work.

You may need programming skills to pass the user_id correctly.

5. Set up a JS event for the conversion you want to track offline. In the event edit, take a special link for offline conversion of the event. The pid (userid) parameter should be substituted in this link.

Every JS event has an offline conversion option. So if you already have an event set up where you capture online conversions, you can also use it to pass the same conversions made offline. This is the recommended way to use it, since the statistics on conversions will be better structured for the campaign optimization algorithm.

Example: https://top-fwz1.mail.ru/tracker?id=3229418;e=RG%3A/addTocart;userid=USERID

image

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