Context

Angler’s predictive Conversion API (pCAPI) solution is configurable for sending conversion signals that align with marketing attribution models and preferences. Below are 3 options how it can be configured to align with marketing attribution models.

Option 1 (default)

This is the default setup, where we send all orders from Shopify backend as Purchase events to Meta. In Ads manager, conversions are attributed to Meta campaigns on last touch basis within the attribution window of the campaign.

Option 2

You can suppress orders completely that you deemed not attributed by Meta. Typically, this means suppressing orders that are coming from another marketing channel. For example, orders with referral URL or referring domain Google, Tiktok etc., can be suppressed. For this setup, Angler set up a new custom event (and associated custom conversion) which only fires when an order doesn’t come from those channels (i.e. order’s referral URL or domain does not contain Google or Tiktok). As we will be setting this up as a custom conversion event, you can still measure all in Purchases (as option 1), and compare how much attribution you are losing due to this constraint.

Option 3

This option is similar to option 2, the only difference is that we still send orders that are attributed from another marketing channel, but reduce the weight (credit) of that order for Meta. For example, if you would only give 50% credit to any other that came from Google on last touch basis (i.e. referral URL or domain of the order is Google), then we will still send that purchase event as a custom event (and associated custom conversion), however, we will set value of the order 0.5. If you want to measure ROAS in the platform, then we set value = 0.5*order value.

Additional Custom Conversions

In addition to channel specific attribution that we outlined above, Angler predictive C-API is able to send custom events and custom conversions along the following dimensions for campaign measurement and optimization use cases:

New Customer

Typically an unused standard event (e.g. Start Trial) is repurposed for this event, which only fires when we record the first transaction from a new customer. This allows you to measure new customer CAC (nCAC) and new customer ROAS on 1st order.

Products Purchased

If you would like to track purchase of specific products or product categories, and also optimize campaigns towards those products/product categories, we send new custom events which only fires when we record relevant products/product categories on the order.

Predictive LTV

If your goal is to measure LTV of customers you just acquired, we are able to send predicted LTV as separate events for you to measure new customer LTV separate from LTV of any order (from new & returning customers). By default, we estimate repurchase revenue for 90-days (90-day repurchase revenue). For this, we send 4 custom conversion events:

• Angler Purchase w/LTV: this event is fired for any purchase (from new or returning customers), and value is set as current order value + 90-day estimated repurchase revenue;
• Angler Future LTV: this event is fired for any purchase (from new or returning customers), and value is set as 90-day estimated repurchase revenue;
• Angler New Customer Purchase w/LTV: this event is fired for customers’ first order only, and value is set as current order value + 90-day estimated repurchase revenue;
• Angler New Customer Future LTV: this event is fired for customers’ first order only, and value is set as 90-day estimated repurchase revenue.