💲Conversion Events
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Understanding Conversion Events: On-Chain and Off-Chain Goals
Conversion events in our system are divided into two categories: On-Chain Conversion Events and Off-Chain Conversion Events. These two types of goals reflect how we track and attribute key actions that users take, both on the blockchain and outside of it. While the general approach for tracking these events is similar, the attribution process varies depending on whether the goal occurs on-chain or off-chain.
You can learn more about Conversion Events and understand how our attribution model works in this article.
Off-Chain Conversion Events
Off-chain goals occur outside the blockchain, such as signing up for a newsletter, completing a purchase, or submitting a form. For these types of events, we are able to identify the specific visitor who fulfilled the goal based on traditional web tracking methods.
The key to off-chain goal attribution is linking the event back to the exact visit that influenced the conversion. By identifying this visit, we can assign credit to the referrer or marketing source responsible for driving the user to complete the goal. Our attribution process ensures that the correct marketing touchpoints receive credit for the conversion.
On-Chain Conversion Events
On-chain conversion events, such as completing a transaction or interacting with a smart contract, present a unique challenge because they occur directly on the blockchain. In these cases, we do not have direct information about the visitor who performed the on-chain action, only the wallet address involved.
To solve this, we match the on-chain action with the visitor by identifying website visits where the wallet in question was connected. Here’s how the process works:
Search Website Visits: We go through all the website visits to find instances where the visitor connected the wallet that was used to complete the on-chain goal.
Select the Closest Visit: Once we have a list of visits where the wallet was connected, we select the visit closest to the goal completion date to maximize accuracy.
Identify the Visitor: After selecting the visit, we match it to the visitor responsible for the action. While we cannot directly link the wallet action to a specific user, this method ensures we associate the goal with the most relevant visitor activity.
Apply Attribution Model: After identifying the visit, we use the same attribution model as for off-chain goals to credit the proper referrers and marketing sources.
Conclusion
By dividing conversion events into on-chain and off-chain categories, we ensure that every conversion, regardless of where it happens, is accurately tracked and attributed. While off-chain goals allow us to directly identify the visitor, on-chain goals require us to leverage wallet connection data to make the best possible attribution.
If you’re interested in learning more about how we attribute conversions, check out our detailed article on Attribution Models.
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