Conversion tracking: general
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      Conversion Categories

      Introduction

      A conversion category is a general label that groups similar user actions recognized as conversions. Defining these categories helps efficiently organize and monitor these actions, enabling deeper insights into user behavior and improving performance analysis.

      Conversion categories help to solve key challenges in tracking:

      • Improve data-model accuracy. Categories give data-model clear signals for each conversion stage. This reduces errors and eliminates confusion over shifting user paths.
      • Enhance spend efficiency. When conversions are clearly categorized (e.g., Add to Cart, Purchase), the model can identify which stages drive the most value. With this information, it allocates the advertising budget to the categories that contribute most directly to conversions.
      • Supports adaptive learning. Categorized data helps the model adjust quickly to changes, maintaining prediction quality.

      The approach of using categories helps machine learning algorithms stay adaptable, accurate, and resource-efficient.

      Here’s a list of common conversion categories available in MGID ADs and a short description of when to use each.

      Conversion category title

      When to use

      Page view

      Select when a conversion goal is an awareness step or a mid-step within the funnel that requires a user to only load/view the page and has no other contextual goal.

      Contact

      Select when a conversion goal is a contact request of any kind (click on the contact button, contact form submission, redirection into a third-party messenger, etc.). 

      Lead form engagement

      Select when a conversion goal is a non-final step in any lead/quiz form (works for lead/quiz forms with more than 1 step).

      Lead form submission

      Select when a conversion goal is a final step submission in any lead/quiz form (click on the button, next page load).

      Registration

      Select when a conversion goal is a registration submission or request of any kind (web or in-app, DOI (double opt-in), SOI (single opt-in), etc.).

      Sign up

      Select when a conversion goal is a signup request of any kind (click on the signup button, sign up form submission, in-app signup, etc.).

      Add to cart

      Select when a conversion goal is adding an item to the shopping cart or opening the cart page but does not proceed to checkout.

      Start checkout

      Select when a conversion goal is starting the checkout process (e.g. first checkout page load).

      First-time deposit

      Select when a conversion goal is making a deposit/payment for the first time (often in financial, gaming, or dating contexts).

      Order placed (post-payment purchase)

      Select when a conversion goal is a purchase with a post-payment (e.g., bill, cash on delivery).

      Purchase

      Select when a conversion goal is any confirmed payment purchase action (web or in-app).

      App install

      Select when a conversion goal is installing an application from any platform or store (could be a click on a button or a corresponding page load).

      Redirect click

      Select when a conversion goal is a redirect to a third-party site or resource (commonly used in content arbitrage and search arbitrage campaigns).

      Other

      Select when a conversion goal doesn't match any of the above-mentioned categories.

      How to Select Conversion Category

      During the conversion tracking setup in MGID Ads, simply choose the appropriate conversion category from the drop-down list.

      1. Conv_categories