What is a Conversion?
A conversion is a conversion event that you’ve configured in your workspace to be sent to advertising platforms. When a user completes a conversion event (like a purchase or signup), OneView processes it through attribution, deduplication, and delivery to ensure accurate campaign optimization.
OneView shows the final result, with the complete conversion audit
How OneView Handles Conversions
OneView processes conversions through multiple stages to ensure accuracy:| Stage | Process | Feature |
|---|---|---|
| 1. Deduplication | Prevents duplicate events | Deduplication blocks duplicates using idempotency keys |
| 2. Attribution | Determines which platform gets credit | Merit-Based Routing applies your attribution model |
| 3. Enrichment | Adds identifiers for better matching | Identity Resolution enriches with Identity Graph |
| 4. Enhanced Conversions | Includes hashed PII | Enhanced Conversions increases match rates |
| 5. Delivery | Sends to winning platform | Error Handling resolves API errors automatically |
| 6. Retries | Ensures delivery | Retries automatically retry failed requests |
OneView automatically processes conversions through all stages, ensuring each conversion is counted once and delivered accurately to the platform that wins attribution.
Attribution Models
You can configure the attribution model on a per-event basis:| Model | Description | Best For |
|---|---|---|
| First-Touch | Credits the first marketing interaction | Long sales cycles, brand awareness |
| Last-Touch | Credits the final interaction before conversion | E-commerce, quick decisions |
| Multi-Touch | Distributes credit across multiple touchpoints | Complex journeys, multiple stakeholders |
Learn more about how Merit-Based Routing applies your attribution model to route conversions to their attributed sources.
Benefits
Accurate reporting By applying Merit-Based Routing and Deduplication, OneView ensures each conversion is counted once, eliminating attribution inflation common in traditional tracking. Higher match rates Enhanced Conversions with Identity Resolution increase match rates with advertising platforms, especially when click identifiers are missing or expired. Reliable delivery Retries and Error Handling ensure conversions reach their destinations even when network issues or API errors occur.Common Questions
How does OneView prevent double-counting?
How does OneView prevent double-counting?
OneView uses two mechanisms:
- Deduplication prevents the same event from being processed multiple times
- Merit-Based Routing ensures each conversion is sent only to the platform that wins attribution
What happens if a conversion fails to deliver?
What happens if a conversion fails to deliver?
OneView’s Retries system automatically retries failed requests for up to 7 days. If delivery fails due to a configuration error, Error Handling classifies it as a fatal error and stops retries until the configuration is fixed.
How do Enhanced Conversions help?
How do Enhanced Conversions help?
Enhanced Conversions include hashed PII (email, phone) along with conversion data, allowing platforms to match conversions even when click identifiers are missing or expired. OneView’s Identity Resolution automatically enriches conversions with identifiers from your Identity Graph.