How to track conversions and user actions across your funnel
This guide shows you how to track conversions and micro-conversions in HilltopAds with tokens and goals. Follow these steps to:
Track multiple user actions within one campaign
Understand user behavior across your funnel
Improve campaign optimization based on real data
Step 1: Set up S2S postback if you haven’t done so yet
You need to set up S2S postback before you can start tracking events.
A postback is a request your tracker or backend sends to HilltopAds when a user completes an action, like registering or making a purchase. This lets us get conversion data and match it to the traffic we sent using the token.
Simply put, a postback is an automatic way to report results back to HilltopAds.
Why this matters:
It helps you track conversions accurately.
Allows campaign optimization based on real datIt also lets you track multiple events, including micro-conversions.ns)
If you haven’t set this up yet, check out our step-by-step guides for the most popular tracking systems:
Step 2: Define your main conversion and additional events
If you run CPA campaigns, first identify the user action that triggers payment (your main conversion) and select additional actions to track for further insights (micro-conversions).
The main conversion is the primary event for billing and optimization. Micro-conversions are secondary actions that provide deeper insight into user behavior.
Example (e-commerce)
If your goal is purchase (sale), this is your main conversion.
Additional events can include:
add to cart
product view
button clicks
Reviewing these steps reveals how users progress through your funnel and highlights potential issues. For instance, frequent cart additions without purchases may signal problems with your checkout or payment process.
Vertical | Goal (main event) | Additional events |
iGaming | deposit | registration, first deposit attempt, bonus claim |
Software / Apps | subscription or paid plan | registration, first deposit attempt, bonus claim |
Dating | paid membership | registration, profile creation, first message |
OnlyFans / Subscription platforms | paid subscription | profile visit, signup, content interaction |
Each vertical has a unique funnel, so define events that accurately reflect user interactions with your product. A well-structured event setup helps identify weak points and improve campaign performance.
Step 3: Configure events in your tracker/platform
Ensure your tracker supports multiple postbacks, with one postback for each event.
This feature is commonly referred to as:
“Postback URL per event”
“Multiple events tracking”
Example configuration for Voluum:
Enable the following setting:
Traffic source postback URL for each event typeCreate the following events:
Main conversion event (for example, startTrial):
https://trackhta.com/close/?token={externalid}&price={{price}}¤cy={{currency}}&advertiserid=xxxNo goal is required.
This event is used for billing purposes.
* Replace advertiserid=xxx with your actual advertiser ID.
Micro-conversion event (for example, registration):
https://trackhta.com/close/?token={externalid}&goal=reg&advertiserid=xxxThis event includes a goal.
This event is used for analysis.
After completing the setup, you will be able to track multiple events within a single campaign, analyze user behavior across different funnel stages, identify where users drop off, and improve your campaign performance based on detailed data.
Common mistakes to avoid: missing the token in your postback, adding a goal to conversion events, not separating events in your tracker, and using inconsistent label names.
Goals are optional, but they are required if you want to track micro-conversions and gain deeper insights into user behavior.
Keep in mind that not all advertisers provide micro-conversion data by default, so additional setup or coordination with your partner or tracker may be needed.
A well-structured event setup ensures more accurate reporting and helps you better understand and optimize your campaign performance.