Zemanta publishers,matched to real conversions

The Zemanta template captures the DSP's click ID from {postbackid} and details such as media source, publisher, placement and content ad. ClickFlare posts each conversion to p1.zemanta.com, one postback per conversion definition, so the DSP attributes and optimizes on the events you choose.

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Read the setup guide

Zemanta

Outbrain DSP, formerly Zemanta

At a glance

How it connects

Campaign URL macros + S2S postback

What syncs

Click ID, media source, publisher, placement, content ad

Sync schedule

Real time, per conversion

Key parameters

{postbackid}, {mediasource}, {publisher}, {placement}, {contentadid}

Works with

Native, display and video, bought across exchanges

Good to know

No cost macro and no payout in the postback. Use CPC for cost.

Programmatic DSP

S2S postback per event

Publisher-level data

Block DSP publishers that don't convert

Publisher and exchange columns

publisher and mediasource land in their own columns, so you see which sites and exchanges convert and can block publishers in the DSP.

Content ad tests

contentadid shows which ads convert. Add the {title} macro to compare headlines in the same report.

No pixel on your pages

S2S tracking doesn't need the DSP Pixel on your site, so conversions on offers you don't control still reach the DSP.

How it works

From ad click to profit per campaignattributed revenueattributed salesa matched conversion

Your ad

Visitor clicks

Ad on Zemanta

ClickFlare

Click recorded

A unique cf_click_id is created

Your offer

Conversion

Lead, sale or custom event

ClickFlare

Sent back to Zemanta

Through the Conversion API or postback

Cost API

Spend pulled in

Zemanta cost matched to each campaign

Your ad

Zemanta click

Macros fill the tracking URL

ClickFlare

Click recorded

Zone, site and device data stored

Offer or lander

Visitor converts

On your page or the offer

ClickFlare

Conversion logged

With payout and event type

Postback

Reported to Zemanta

So its optimization sees the result

Your ad

Visitor clicks

Any traffic source

ClickFlare

Click recorded

A unique cf_click_id is created

Your article

Keyword block

Click ID passed to the feed

Results page

Paid click

Conversion fired to ClickFlare

Zemanta API

Revenue matched

Pulled on a schedule and reconciled

Your ad

Visitor clicks

Any traffic source

ClickFlare

Click recorded

cf_click_id passed to the offer

Zemanta

Offer or call

The network tracks the action

Zemanta

Conversion

Lead, sale, call or rebill

Postback

Payout in ClickFlare

Matched to the original click

Your ad

Visitor clicks

Any traffic source

ClickFlare

Click recorded

A unique cf_click_id is created

Zemanta

Store or funnel

Click ID kept through checkout

Events

View, cart, checkout

Each step tracked

ClickFlare

Purchase recorded

Order value matched to the ad

Programmatic DSP

From postbackid to a DSP conversion definition

The DSP opens your campaign URL with its click ID in zemid and its source details. ClickFlare stores the click ID as the External ID. On conversion, it fires the postback for your conversion definition with that ID in postbackid.

zemid in the URL, postbackid in the postback
One conversion definition per event
Repurpose the cachebuster and random rows

Today, one campaign

example

Spend pulled from Zemanta

cost

$412.30

Conversions recorded

today

Sent back to Zemanta

per event

38/38

Profit

campaign

$227.70

Example numbers. Cost and conversions sit in the same report row.

Captured on every Zemanta click

key macros

{postbackid}, {mediasource}, {publisher}, {placement}, {contentadid}

captured

From the Zemanta template in ClickFlare. Use them as report columns and rules.

Revenue for one click

example

Paid click

day 0

$0.00

First revenue pull

+1h

$0.41

Scheduled updates

next days

$0.58

Final pull

last sync

$0.62

Example amounts. Sync timing for Zemanta is in the facts above.

Events for one click

example

Lead

day 0

$0.00

Sale

day 0

+$40.00

Upsell

day 1

+$15.00

Refund

day 9

−$15.00

Example events. Each one arrives by postback and is matched to the click.

One visitor's path

example

Product view

step 1

—

Add to cart

step 2

—

Checkout

step 3

—

Purchase

step 4

$68.00

Example order. Each event is tied to the ad that brought the visitor.

Tracking macros captured

2.3B

Events tracked

Setup

Connected in four steps

You need an Outbrain DSP (Zemanta) account with a DSP Pixel, your own tracking domain and an offer in ClickFlare.

Add the Zemanta traffic source In the campaign editor, click + New Traffic Source and pick the Zemanta template. It fills in the click ID and nine tracking macros.
Create an S2S conversion definition In the DSP's Conversions tab, add a conversion definition, attach a DSP Pixel and choose Server to Server as the trigger. Copy the postback URL it shows.
Fill in the postback in ClickFlare Turn on the postback and replace both REPLACE values with the two numbers from the DSP's URL path. If the path differs, paste the DSP's URL and end it in ?postbackid={external_id}.
Finish the campaign and test Set a CPC cost model with your bid, copy the campaign URL and paste it as each content ad's URL. Check Logs → Postback Status for a request to p1.zemanta.com.

Zemanta postback in the ClickFlare template

https://p1.zemanta.com/v2/p/s2s/REPLACE/REPLACE/?postbackid={external_id}

app.clickflare.com/integrations

Zemanta

Programmatic DSP

Connected

Zemanta account connected

Signed in from ClickFlare

Cost syncing

Spend matched to campaigns

Conversions sent back

Your chosen events

Zemanta template selected

Macros pre-filled

Tracking URL in Zemanta

Click ID captured

Conversions reported

Payout included where supported

Zemanta connected

Credentials saved in ClickFlare

Conversion event set

Click ID passed to the feed

Revenue syncing

On the feed's schedule

Zemanta added

Offer URL carries the click ID

Postback set in Zemanta

Payout and event included

Conversions arriving

Matched to the click

Zemanta connected

Click ID kept to checkout

Events mapped

View, cart, checkout, purchase

Purchases tracked

Order value in reports

Ready to track

Don't use Not Tracked with this template. The DSP passes no cost in the URL, so cost would show as zero. ClickFlare's Outbrain cost integration covers Outbrain native, not the DSP.

Zemanta postback setup guide

Open the guide

In your reports

What you see once it's connected

Conversions by publisher
ROI by media source
Placement breakdown
Content ad comparison
Revenue by DSP campaign
Ad group breakdown
Click time

Use cases

How media buyers run it

Outbrain DSP native → lander → offer

Native to offer

Group by publisher and block the domains that spend without converting.

Lead and purchase definitions

Create a lead and a purchase conversion definition and map each postback to its own ClickFlare custom conversion.

DSP native → article → RSOC

Native to RSOC article

The DSP gets the conversion once revenue arrives, and ClickFlare keeps the amount.

Frequently asked questions

Questions about Zemanta

No items found.

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Setup guides

Zemanta postback setup guide

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Zemanta publishers,matched to real conversions

Block DSP publishers that don't convert

Publisher and exchange columns

Content ad tests

No pixel on your pages

From ad click to profit per campaignattributed revenueattributed salesa matched conversion

From postbackid to a DSP conversion definition

Connected in four steps

What you see once it's connected

How media buyers run it

Native to offer

Lead and purchase definitions

Native to RSOC article

Questions about Zemanta

Related integrations

Your Outbrain DSP publishers, tracked to revenue.