Parameters for Kevel Events

The following parameters can be sent to Kevel on impression and click events in order to change quantities associated with reportable metrics or create new reportable values:

• Revenue (aka advertiser ad spend)
• GMV
• Product ID
• Ad component
• Ad position

Revenue (aka advertiser ad spend)

You can modify or add Revenue (aka advertiser spend) on impressions, clicks, conversions, and custom events.

Modifying Revenue

Kevel records revenue data for each click, but by default events do not have revenue associated with them.
To add or modify revenue for clicks or events, you can pass parameters to the end of the Kevel's click tracking URLs or event tracking URLs:

• override: replaces the revenue value of the click/event (e.g. appending &override=1.23 would set the revenue to $1.23)
• additional: adds the specified value to the original revenue value of the click/event (e.g. appending &additional=1.23 would add $1.23 to the original revenue for the click/event)

Modifying Revenue for Clicks

Append the query parameters from above to the click tracking URL from the Decision API response (clickUrl). For example:

https://e-1234.adzerk.net/r?e=eyJhdiI6NjIwNzcsImF0Ijo1L...&override=0.50

Sets a new value of $0.50 for the click.

https://e-1234.adzerk.net/r?e=eyJhdiI6NjIwNzcsImF0Ijo1L...&additional=1

Adds $1.00 to the revenue already stored on the click.

Modifying Revenue for Events

Since events have no revenue by default, overriding revenue on events adds new revenue.
Append the query parameters from above to the event tracking URL from the Decision API response (the url associated with the event id). For example:

https://e-1234.adzerk.net/e.gif?e=eyJhdiI6ODU2N...&override=0.50

Sets a new value of $0.50 for the event.

https://e-1234.adzerk.net/e.gif?e=eyJhdiI6ODU2N...&additional=1

Sets a value of $1.00 for the event, or adds an additional $1.00 if the event has already had revenue set.

GMV

You can record Gross Merchandise Value (GMV) on impressions, clicks, conversions, and custom events.
To do this, append the query parameter gmv to the event URL with the event's GMV as the value. For instance, &gmv=1.64 sets a GMV of $1.64 for the event.

The GMV will then be recorded in the data shipping log for that event. GMV will also be returned via the Real Time Reporting API and in reports.

Product ID

Users of Kevel Catalog can pass product IDs on impression and click events. This has the following effects:

• The product(s) passed in the impression or click event become attributable items on the related ad for that specific event.
• The product(s) passed in the impression or click event become available in view in data shipping.
• Kevel tracks the product(s) as "promoted products" in connection with the relevant ad, enabling you to view impression, click, and other metrics associated with each product as well as for the ad itself when grouping a report by promoted product.

How to pass product IDs on impressions and clicks

To pass product IDs on impressions and clicks, append &productId=12345 to the impression or click URL. For example:

https://e-1234.adzerk.net/e.gif?e=eyJhdiI6ODU2N...&productId=12345

With impression events, you can pass up to 10 comma-separated product IDs.

https://e-1234.adzerk.net/e.gif?e=eyJhdiI6ODU2N...&productId=12345,23456,34567

Click events accept only 1 product ID.

Supplied product IDs must map to the unique product identifier in your product catalog with Kevel. This is usually a SKU or unique numeric ID value.

Ad component

In some advertising use cases, it may be helpful to track the performance of specific components within an ad placement. For example, you may want to measure the click-through rate of a video within an ad relative to a call to action button.
To enable this, you can pass component strings in impression and click URLs.

Kevel will track each passed component in connection with the relevant ad, enabling you to analyze impression, click, and other metrics associated with the component.

How to pass components on impressions and clicks

To pass components on impressions and clicks, append &component=YourComponentName to the impression or click URL. For example:

https://e-1234.adzerk.net/e.gif?e=eyJhdiI6ODU2N...&component=logo

With impression events, you can pass up to 10 comma-separated component strings.

https://e-1234.adzerk.net/e.gif?e=eyJhdiI6ODU2N...&component=logo,video,CTA

Click events accept only 1 component string.

Components are strings and do not need to be defined in advance. To include non-alphanumeric characters, use URL encoding.

Ad position

It may be helpful to track information about where your ad appeared within a page.
For example, you may want to compare the click-through or ROAS of an ad when it appeared in the top row of a grid of results to its performance when it appeared in a lower row.

To enable this, you can pass position strings in impression and click URLs.

Kevel will track each passed position string in connection with the relevant ad, enabling you to analyze impression, click, and other metrics associated with that position.