CAKE Knowledge BaseCAKE For Networks CAKE LessonsLesson: Beginner - How to Track a Third Party Campaign

Lesson: Beginner - How to Track a Third Party Campaign


This lesson contains all aspects of setting up the necessary elements to track a third party campaign. This will guide a user through the process of creating a campaign to go live, start tracking clicks and conversions and viewing reports.

  1. Add a Vertical
  2. Add an Advertiser
  3. Add an Offer - Offer link, Creatives, Attribution - Cookie days, Models
  4. Tracking - Events, Postback tracking
  5. Tracking clicks
  6. Add Affiliates/Sources
  7. Add Campaign
  8. Testing - Tracking links
  9. Reporting
  10. Conversion adjustment

This article will help you:

This article will help you:

Section 1: Add Vertical

Adding a Vertical is the first step in the workflow process. Verticals are used to categorize Offers and play a major role in the redirect process.

To add a new Vertical:

  1. Click on the Setup main tab
  2. Click on the Verticals subtab
  3. Click on the Add Vertical button

The Add a New Vertical wizard will display.

The Add a New Vertical wizard requires both a Vertical Name and a Vertical Category. You will not be able to click "Next" without these items.

The Vertical Category drop down will contain default items but you can add new Categories by going to Setup> Other Lists

Clicking "Next" will take you to a confirmation page.

Section 2: Add Advertiser

Manually Adding An Advertiser

Manually Adding An Advertiser

An Advertiser is the owner or broker of an Offer. An Offer can not be created without an Advertiser.

1) Hover over the Advertisers Main Tab
2) Hover over Advertisers
3) Click on "Add a New Advertiser"


Add a New Advertiser Wizard

Add a New Advertiser Wizard

The Name field is the only required field to complete the wizard.
The Website and Notes can be modified once the Advertiser Card opens.

Other items, such as Advertiser Contacts, Advertiser Address can be modified within the Advertiser Card as well.

Section 3: Add Offer - Offer Links and Creatives

Add an Offer Using the Add a New Offer Wizard

An offer is usually related to a specific landing page or product. There are two ways to add a new offer:

The first method is through the offer grid shown in the image above:

  1. Click on the Advertiser main tab
  2. Click on the Offers subtab
  3. Click on the Add Offer button
  4. The Add a New Offer Wizard displays

The second method is through the Advertiser main tab hover menu:

  1. When hovering over Advertisers, go to Offers then click on Add Offer
  2. The Add a New Offer Wizard displays

The Add a New Offer Wizard

The Add a New Offer Wizard

When adding a new offer, the wizard walks you through the required information. Every field is required.

Name: Every offer is required to have a name.

Vertical: Every offer requires and is associated to 1 vertical.

Advertiser: Every offer requires and is associated to 1 advertiser.

Status: An offer's status affects the access level for affiliates. An offer can have 1 of 4 statuses:

  • Public: A public offer is shown in the Affiliate Portal and affiliates have direct access to run these offers without requiring any approval by an admin user.
  • Private: A private offer will not show in the Affiliate Portal for any affiliates that do not have a campaign for that offer. Only an admin user can create a campaign for a private offer.
  • Apply to Run: An apply to run offer is shown in the Affiliate Portal and affiliates can apply to run them, but an admin user must approve the campaign before the affiliate has access to the links, creatives, etc.
  • Inactive: Affiliates do not have access to an inactive offer. Affiliates that did not previously have an active campaign with this offer will not see this offer in the Affiliate Portal. Affiliates that had an active campaign with this offer will see it, but will not be able to access it the Campaign card.

Offer Type: There are 3 offer types in CAKE:

  • 3rd Party: 3rd party offers require a real-time lead sale at the time the lead is received. 3rd party offers do not collect any consumer data. Instead, they are simply driving traffic to a webpage that has been built by either the user or a 3rd party. Since no data is being collected, CAKE relies on the host of the web page to fire or call conversion pixels to indicate that a paid or unpaid conversion or event has occurred.
  • Host and Post*: Host and post offers also require a real-time lead sale at the time the lead is received. Host and post offers assume that the consumer is waiting for immediate feedback on the status of their inquiry. Leads sent to a Host and Post Offer have one chance to sell and unsold leads go to the Scrub Queue.
  • Hosted*: Hosted Offers don't require a real-time lead sale at the time the lead is received. If leads sent to a Hosted Offer don't sell at the time the lead is received, the lead goes to the Queue which acts as a holding place from where CAKE will continue to attempt to sell the lead until the lead expires. The review queue which acts as a secondary holding place for leads that fail validation is only available with leads sent to hosted offers and leads that are sent here are paid to the affiliate with the expectation that they will be corrected and re-sent to the queue for sale.

*Host and Post and Hosted are available when Lead Gen is licensed within the CAKE instance:

Offer Currency: CAKE instances come with one default currency. If an instance does not have additional currencies, this field is not displayed. Users can enable other currencies by requesting them from CAKE. If an instance has multiple currencies, users can choose the currency for the offer in this field.

Price Format: An offer can have 1 of 5 price formats:

  • CPA: Cost Per Acquisition. The CPA price format in CAKE is to used when paying an Affiliate per conversion, whether it is a lead, sale, download, installation or any other post-click action.
  • CPC: Pays per unique click and does not allow for a conversion/install pixel, but instead counts conversions upon every successful redirect to the offer link. If you would like to track user acquisition after the initial click, you will need to utilize the Events feature.
  • CPM: Cost Per Mille. The CPM price format is used when paying an affiliate on an impression-basis, specifically per 1,000 unique impressions. For a third party offer, this price format only looks at impressions and does not allow for tracking any additional actions or events but a hosted or host and post offer set to a CPM price format will base revenue upon lead sale and allows for an impression-based cost but a lead-sale based revenue.
  • Fixed: Not to be confused with CPA, the fixed price format is used when paying an affiliate a set amount regardless of volume of clicks or conversions. Fixed campaigns operate off of a start date which the amount is applied to billing and upon the first conversion, your stats will divide the set cost across all tracked conversions until a new fixed start date is entered.
  • Revshare: Revenue Share. The revshare price format is used when paying an affiliate a percentage of the revenue passed to CAKE by the Advertiser. With revshare offers, an additional parameter is added to the conversion pixel for a price (p=) and CAKE calculates the payout to the affiliate as a percentage of that value.

Received: Defines how much the advertiser intends to pay per conversion.

Default Paid: Define the default price to be paid to affiliates per conversion. A custom payout can be defined on the campaign for different affiliates.

Offer Link: The offer link is the landing page URL to which you are directing traffic. This can be provided by the advertiser, but can also be the landing page URL for any hosted page. Regardless of the owner, the offer link acts as the redirect destination for any clicks sent to that offer and can be tokenized to pass dynamic values (like affiliate ID or offer ID if a dynamic offer pixel is being used). The offer link is not required on a 3rd Party, hosted, or host and post offer, and can easily be changed at any time.

Creatives will not redirect through the offer link on offers utilizing ad tags. Instead, CAKE will redirect to a dynamically passed redirect URL at the time of  the click. As a precaution, on offers where the only assets are ad tags, you can use a placeholder (http://) to prevent affiliates from running a direct link that will not track in the advertiser's ad serving platform.

SSL: Check box accomplishes 3 things:

  • Modifies the generated conversion pixel formatted to begin with "https" making the pixel secure.
  • Forces affiliates to place a secure tracking pixel as opposed to a non-secure pixel (as we cannot sub-embed non-secure content into a secure pixel)
  • Forces a redirect through a secure version of the tracking link to ensure that the user is able to view a page with an SSL certificate installed.

Add Creatives

Creatives are the advertising assets that a network provides to affiliates for the purpose of generating traffic to their offer.  The Creative tab is going to display all creatives that have been uploaded for this offer.

CAKE supports 4 different types of creatives:

Link: Simply a link that can be provided to an affiliate that will redirect to the offer link.

Email: Intended to be used in an email and can be either an HTM, HTML or TXT file. CAKE will dynamically find HREF links in the content of the file for the purpose of replacing them with one of two tokens; #url# or #unsub#.\L \   - #url#: This token will replace the offer link in the creative with the affiliate’s unique link.\L    - #unsub#: This token will replace the unsubscribe link with the provided unsubscribe link in the offer.

Please see the Creatives: Email document for a comprehensive overview of this creative type.

Image: CAKE will support any image file type such as a .png, .jpg, .gif etc.

Flash: Shockwave Files (.swf) should be uploaded for this creative type.

There are two different import methods of creatives:

Add Creative: The Add Creative button is located in the Creative tab of the Offer card and allows for the upload of individual creatives. This import tool supports any of the creative types.

Batch Creative Upload: The Batch Creative Upload button is also located in the Creative tab of the Offer card and allows for multiple image or flash creative types to be uploaded at one time.

Click the Add Creative button and complete the Add a New Creative wizard (pictured above).

  • Offer: Offer will auto-populate since we are adding creatives from the Offer card
  • Creative Type: Select the type of creative you are wanting to upload
  • Status: Only a status of Active will appropriately redirect to the offer link
  • Name: Give the creative a relevant name

Once complete click Next and Finish and the new creative card will populate.  For a separate document

Section 3a: Attribution - Cookie Days and Models

Attribution is the process of identifying how various marketing sources are working together to influence a customer decision for a desired outcome, and then assigning value to each of these touches. CAKE can determine how much weight or influence a single touch has contributed to a conversion in a set or stream of clicks or views.

Attribution Tab

Click Cookie Days: This sets the number of days that a CAKE Cookie will reside on the users computer after clicking a CAKE unique link. Changing the Click Cookie Days will not affect users that already have a Cookie on their computer. This is set to 30 days by default.

Impression Cookie Days: This sets the number of days that a CAKE Cookie will reside on the users computer after an impression has been generated. Changing the Impression Cookie Days will not affect users that already have a Cookie on their computer.  This is set to 30 days by default.

Enable View Thru Conversions: This option only functions if CAKE is tracking an Impression Pixel. CAKE will track a Conversion for a user that never clicked on a Unique Link but instead triggered an Impression Pixel to fire and landed on the page where the Conversion Pixel was placed. This is also known as "Post Impression" tracking.

Click Trumps Impression: This feature is enabled by default. CAKE will attribute the Conversion to the Affiliate who generated a Click as opposed to the Impression. This feature only works if View Thru Conversions are enabled.

Allow Duplicate Clicks: Enabling this feature will allow duplicate clicks, meaning that CAKE will track every click as unique.

Last Touch: Last Touch will give credit for the conversion to the last Affiliate that generated the lead, rather than first touch, which is how CAKE handles conversions by default.

Sessions Regeneration Seconds: This sets the window of opportunity for a consumer to convert once they have clicked on a CAKE tracking link. For the most part, you will use this feature with mobile app tracking as the tracking mechanisms are slightly different than desktop or mobile browser tracking.

Session Regeneration Type: Some tracking situations require a unique setup, such as tracking an app install. In these situations, traditional cookie tracking or tracking via the Request Session ID is not possible.  Instead, CAKE provides an alternative method that allows you to track a conversion via a unique ID passed on the tracking link, or mobile device information.  This drop down includes the type of tracking method you wish to use.  Selecting s2, for example, will set the Offer up to track conversions based upon a unique ID passed in s2 and then returned on the Postback URL.  

Enable Transaction ID Deduplication: With this feature enabled, CAKE will only allow conversions to occur with unique Transaction ID values, within the Cookie Day duration.

Cookie Domain: These are independent domains used for specific Offers or Campaigns. These must be added by CAKE Support. If added, you can select your Alternate Cookie Domain in the drop down.

Pixel: This is where you can place your Global Offer Pixel.

Postback URL: If you are using a Postback URL, you can place that here.

Postback Delay: This allows you to select a delay period (in ms). This will allow your Global Offer Pixel to fire prior to the Postback URL.    

Fire Global Pixel: If checked (and the "Fire Global Pixel By Default" is checked in SETTINGS), Cake will fire the Global Pixel placed in your system settings in addition to the Global Offer Pixel if placed. If this is not checked, the Global Pixel will not fire.

Fire Pixel on Non Paid Conversions: If checked, Cake will fire the Global Offer Pixel anytime a conversion occurs, regardless of whether you pay the Affiliate on that conversion.

Section 4: Tracking - Events and Postback Tracking

4A: How CAKE Tracks Conversions

There are two ways CAKE can track conversions using pixels.

  • HTML Pixels:  Also known as Browser Pixels, this type of Conversion Pixel is a piece of code that is placed directly on the thank-you page that fires after a user converts on the offer. When the HTML pixel fires from the user's browser, CAKE looks for the click, or impression, cookie that was placed on the browser when the user was redirected to the landing page from a CAKE Unique Tracking Link. If CAKE finds a cookie on the user's browser that matches the Conversion Pixel, the conversion will be stored.
  • Server-to-Server:  To track Conversions server-side, the Postback URL, also known as a server pixel, is used. This type of pixel is fired from the advertiser's server instead of a browser page, which means cookies are not supported. Since CAKE cannot attribute conversions to an affiliate's campaign via the cookie, the Request ID value is used. The Request ID is a session-specific value that is generated on a click and stored by the advertise; this value is then required on the Postback URL from the advertiser for attribution.

4B: Types of Conversion Pixels

CAKE supports multiple pixels for tracking conversions, each of which offer benefits and disadvantages.

  • iFrame: This is the recommended HTML Pixel and most commonly used. It is easy to implement and allows for all types of affiliate pixel piggy-backing.
  • Javascript: This HTML Pixel is recommended when passing dynamic values in the pixel, such as revenue earned for a conversion. However, this pixel type cannot support piggy-backing an affiliate's iFrame Pixel.
  • Image: Though this HTML Pixel fires the quickest, it is not recommended because it does not support any affiliate pixel piggy-backing. If this pixel is used, affiliates can only place campaign Postback URL's within their CAKE Affiliate Portal.
  • Postback URL: This Server-to-Server pixel has many added benefits, such as accuracy and fraud prevention, however, it is not always supported by advertisers. If a Postback URL is used, no affiliate HTML Pixel can be piggybacked, this means affiliates will only be able to place campaign Postback URL's to track server-side as well.

Note: Pixel piggy-backing is when CAKE will fire an affiliate campaign pixel that is placed within the portal when a conversion successfully stores for that campaign.

4C: Generate a Conversion Pixel

There are two places to generate an Offer Conversion Pixel, most commonly, from the Offer card.

From the Offer card, follow these steps:

  1. Begin on the Home tab.
  2. Click on the Pixel button.
  3. Select Conversion/Install/Lead.
  4. Press Next.

An alternative option for generating conversion pixels is from the Advertisers main tab.

  1. Hover over the Advertisers main tab.
  2. Select Generate Conversion Pixel.
  3. Search for the Offer to generate a pixel for.
  4. Select Conversion/Install/Lead.
  5. Press Next.

Note: From the first page of the wizard, there are additional fields that are not required:

  • Include Request Session ID: Selecting this will append "r=REQUEST_SESSION_ID" to all HTML Pixels, whereas by default, that parameter would only be included on the Postback URL. This solution is recommended when there is a concern of user's having cookies disabled on their browser. Without a valid cookie, CAKE can convert the user based off of the Request ID value, similar to Server-to-Server tracking.
  • Ecommerce Parameters: If the Ecommerce license is enabled within your instance, this option is displayed. Enabling this checkbox will append all CAKE Ecommerce parameters to the generated conversion pixels.
  • Email to Advertiser: If this box is selected, an email containing the generated conversion pixels is sent to the Advertiser's contact(s) email address after selecting Finish on the last step of the wizard.

4D: Conversion Pixel Parameters

4D: Conversion Pixel Parameters

The second step of the wizard will display the generated Offer Conversion Pixels. In this display, you will see the following default characteristics of the pixels.

  • Cookie-Domain: This is the selected Cookie Domain for the Offer. This should be the same domain that is within the Unique Tracking Links, unless Redirect Domains are used. By default, this will show HTTP, however, if you have the SSL checkbox selected on the Home tab of the Offer card, an HTTPS will display in the generated pixels.
  • O: This parameter contains the Offer ID value that CAKE will use to attribute clicks back to the correct Offer.
  • E: This parameter will show the Event ID of the default Conversion/Install Pixel.
  • R:  When cookie-less tracking, the CAKE generated Request ID should be passed back to CAKE in the r parameter of the Conversion Pixel.
  • F:  This is the pixel format parameter that will tell CAKE which type of pixel is being fired. Only the iFrame Pixel does not contain the f parameter.
  • f=js: Javascript
  • f=img: Image Pixel
  • f=pb: Postback URL, this parameter will provide an XML response
  • T: The Transaction ID parameter is optional but recommended for use of reconciling conversions with your advertiser. The value passed in this parameter should be a conversion or transaction id that is specific to your advertiser's tracking system.

Note: Addtional parameters can be added to the conversion pixel for the purpose of overriding settings within the CAKE admin portal.

  • P: This parameter can be used to override the Received amount set within CAKE for that campaign. This amount can also be referred to as your revenue.
  • AP: Affiliate Payouts can be overridden by passing in a dollar amount in the AP parameter of the conversion pixel. This will override the existing campaign payout set within the UI.
  • A: The Advertiser ID parameter can be used in place of the O parameter on the conversion pixel to make it a global advertiser pixel. This is only recommended when multiple offers have the same thank you page. However, the use of this pixel is not recommended without the use of the r=REQUEST_SESSION_ID parameter because it is not the most accurate in tracking as the conversion would be attributed to the offer that drove the last click, which may not be true.

Section 5: How CAKE Tracks Clicks

There are two ways in which CAKE can track a Click.

  • Unique Links:A user clicks directly on a Unique CAKE Tracking Link, or is redirected through a CAKE Unique Link from another Affiliate Link. In this situation, the user has intentionally clicked on an ad to reach the landing page.
  • Click Pixels: A user navigates to the landing page directly where a Click Pixel is placed within the source code. The Click Pixel parameters can be static or dynamic and will alert CAKE which affiliate to attribute the click to.

5A: Cookie and Cookie-less Tracking

Cookie Tracking

At the point of redirect through the CAKE unique link or load of the Click Pixel on the landing page, a click will be tracked in CAKE and a cookie will be placed on the user's browser.

The cookie lives on a user's browser for a designated period of time and is necessary for tracking a user's conversion where an Image, iFrame or Javascript Conversion Pixel is placed on the thank-you page.

CAKE cookies can be seen using tools such as Inspect Element in Chrome, or HTTP Headers in Firefox. With these tools you can see:

  • The unique tracking link
  • The cookie
  • The expiration date

Note: If a user clears browser cookies, does not have cookies enabled on his or her browser or is in a private browsing mode, a conversion may not be tracked as a Conversion Pixel references the cookie in order to store a conversion.

Cookie-less Tracking

A CAKE Request ID is a session-specific numeric value that is generated when a user clicks on a Unique Tracking Link or a Click Pixel is loaded. The Request ID can be used in place of a cookie on a Conversion Pixel to store a user's conversion. The Request ID’s main function is used in the Postback URL for Server-to-Server tracking where cookies cannot be used. However, the Request ID can be used on HTML pixels as well if cookie-less browsers are a concern.

To utilize cookie-less tracking, your advertiser must be able to store the CAKE Request Session ID until the conversion occurs. The Request ID can be passed to your advertiser by inserting the #reqid# token into the Offer link or Creative link within CAKE's Admin portal. On redirect, this token will be replaced with the Click Request ID in the advertisers landing page URL. 

The Request ID value can be seen in the CAKE Admin portal from any Click Report under the Request Session ID column.

5B: Generate a Unique Tracking Link

A Unique Link in CAKE, also known as a tracking link, is a Campaign-specific URL used by affiliates to redirect users to an offer's landing page. Campaign Unique Links can be generated from two places in the Admin Portal, most commonly, from the Campaign Card.

From the Offer card, follow these steps:

  1. Click on the Campaigns tab
  2. Select the Campaign you want to generate a link for
  3. Press the Generate Link button on the home tab

From the main navigation panel:

  1. Hover over the Affiliates main tab
  2. Click on the Generate Unique Link option

On the Generate Unique Link Wizard, complete the following fields then press Next:

  • Affiliate
  • Campaign
  • Creative

This link that is generated will include the following parameters:

  • Affiliate ID
  • Creative ID
  • Sub ID 1 (for Sub Affiliate ID's)
  • Sub ID 2-5
  • Offer Contract ID, when Original Campaign by Offer Contract is enabled
  • Media Type ID, when Original Campaign by Media Type is enabled

Note: Since the Unique Link references the Creative ID, each creative available to an affiliate will have a different link. From the Creative ID, CAKE is able to lookup the Offer ID the campaign is tied to.

5C: Generate a Click Pixel

A Click Pixel can be generated from the main navigation panel by the following the steps below:

  1. Hover over the Affiliates main tab.
  2. Move cursor down to Pixels.
  3. Slide over to Generate Click Pixel.

From the Generate Click Pixel wizard:

  1. Select the Affiliate clicks should be attributed to.
  2. Specify the Campaign.
  3. Select the Creative ID.
  4. Choose the Referrer Type of where the Click Pixel is placed.

5D: Specify Click Cookie Days

Cookie Days determine how long a Cookie will live on a user's browser. Within the Cookie period, CAKE attributes a user's end conversion to the correct campaign and gives the affiliate credit for it. Click Cookie Days are set on the Attribution Tab of the Offer Card.

By default, a user can convert one time within the cookie period. If a user clicks on a CAKE Tracking Link again within the cookie period but after the initial conversion, they will be redirected to the Thank You Link or an Upsell Offer.

Note:  If you receive additional revenue and would like to pay your affiliate for duplicate conversions from the same user, you will need to enable Allow Duplicates on the Events Tab of the Advertiser Card.

5E: Set a Payment Model

The Payment Model setting allows you to control which affiliate gets credit for a conversion when multiple affiliates have tracked touch points within the user's journey.

  • First Touch:This setting gives conversion payment to the affiliate that generated the first-touch impression or click, even though there were other clicks or impressions from other sources.
  • Last Touch: This setting gives conversion payment to the affiliate that generated the last touch before the user converted, no matter how many touches the user engaged with previously.

The Payment Model can be selected on the New Offer wizard or on the Attribution tab of an existing Offer card.

5F: View Clicks In Reporting

Click counts are displayed in all reporting views by default. From the Clicks column in any Master Report, you can click on the hyperlink to load the detailed click report that is pre-filtered for the entity you are viewing.

Master Reports can be found under the Reports main tab or the Stats sub-tab of the Affiliates and Advertiser main tabs.

The unfiltered Click Report can be found in the Traffic Report under the Affiliates or Advertisers main tab, by following the steps below:

  1. Click on the Stats sub-tab.
  2. Select Traffic from the list of available reports.
  3. Select Clicks from the options bar.

Or from the Reports main tab, by following these steps:

  1. Click on the Clicks / Conversions sub-tab.
  2. Select the Clicks report sub-tab.

Clicks may be considered duplicates if they occur within the Click Throwout Period specified on the Attribution tab of the Offer card, these would show within the Total Clicks column of a Click Report.

Note: If the Show All Clicks filter is enabled on the report view, duplicate clicks will appear on their own line item within the click report rather than in the duplicate click report within the Total Clicks column.

Section 6: Add Affiliates/Sources

How Do I Add an Affiliate?

How Do I Add an Affiliate?

Affiliates can be added manually or approved if they have completed the signup form.

To add a new affiliate, hover over the Affiliates main tab > hover over Affiliates in the drop down > click on Add a New Affiliate.

The Add a New Affiliate wizard will display.

The only required fields to build a new Affiliate are:

  • Name:
  • Status:

All other fields within the wizard are optional and can be modified once the Affiliate card opens.

How Do I Approve an Affiliate?

If using the Affiliate Signup form, review affiliate applications from within the interface.

To access Pending Affiliates:

Click on the Affiliates main tab > Pending subtab > Affiliates > click the '+' icon to review the affiliate's information.

To approve the affiliate, click the Approve button under the "Actions" column.

Once approved the Affiliate card will open automatically for review.

Section 7: Add Campaign

A campaign in CAKE is the one to one relationship between an affiliate and an offer. You can see the relationship of the campaign to the affiliate and the offer in the breadcrumbs highlighted above, below the campaign name. Both of these breadcrumbs are clickable so that you can easily access the other cards to review additional information or take further actions if necessary.

Create a Campaign

Create a Campaign

To add a new campaign:

  1. Open either an Affiliate or an Offer card
  2. Click on the Campaigns tab
  3. Click the Add Campaign button
  4. The Campaign creation wizard will open to allow you to enter the necessary details
  5. Select the affiliate
  6. Select the offer
  7. Select the media type. This is for informational purposes but the list will only display media types specified as allowed on the offer
  8. Enter the price (payout to the affiliate or source - cost)
  9. Select the status. (Active/Inactive/Pending) Only active campaigns allow for a normal redirect of traffic to the offer's landing page.  Inactive and pending campaigns will redirect any traffic sent to that campaign through the redirect strategy.

Creating campaigns through the hover menu

Creating campaigns through the hover menu

You can additionally create campaigns through the Affiliate tab hover menu.

  1. Hover over the Affiliates tab
  2. Hover over Campaigns which will display a side menu
  3. Click on Add Campaign

Section 8: Testing - Tracking Links

Tests done in "Test Mode"

Tests done in "Test Mode"

When using our test pages and "Test Mode" is enabled, both clicks and conversions are specifically marked as tests, and in addition to being marked as $0, they do not display in your regular reporting.


"Testing" Sub-Tab

The easiest way to locate your test results would be to go to the "Testing" sub-tab located in either the Advertiser or Affiliate Tabs.   This will highlight all clicks, conversions and leads that come through the testing pages in CAKE.

You will notice that all of these clicks and conversions are at $0 and also marked as tests in the 'Sub ID 1' column.

What if I didn't enable test mode?

Find your 'Test' Conversion either by the Lead ID or by some other identifying factor (transaction ID, unique subID value).

Then right-click and select "Mark as Test". This will remove both the price received and price paid and mark the Conversion as a Test - removing that Conversion from regular reporting.

Section 9: Reporting

The Stats Tabs

The stats pages, as are all reports - are defaulted to sort descending by revenue for the current day unless modified.

The Affiliate and Advertiser main tabs have an interface that allows you to go into different summary levels with various filters, accompanied by the pie-chart on the right-side. The actual report below reflects whatever selections are made in the upper interface.

  1. The stats page is always the top-most sub-tab in the left-hand navigation bar. It is located in the Affiliates, Advertisers, Lead Gen and Reports main tabs.
  2. The left-hand section provides various drill-downs and filtering options including the ability to drill down ALL traffic by storefront, mobile technology (Device, Browser, OS, etc.), search term, and country or region, which isn't possible in your primary Reports tab.
  3. The pie-chart on the right and the report below will update to reflect the filters selected in the left-hand widget.

The Testing Tabs

The Affiliate and Advertiser main tabs also have another section where our most granular reports can be accessed - the Testing sub-tabs.

Here you'll find 3 new sub-tabs:

  • Recent Test Clicks - this is the exact same report as the click report in the Reports tab, but it's pre-filtered to test clicks instead of the primary click report which isn't filtered.
  • Recent Test Conversions - this is similarly the exact same conversion report as that in the Reports tab, but it's pre-filtered to test conversions instead of all conversions.

The Reports Main Tab

In the Reports tab, there are 4 primary sections:

  • Master Reports
  • Clicks/Conversions
  • Lead Detail
  • Quality

A final "Unsubscribes" tab will display if you're using the Optizmo integration.

Master Reports

Master Reports

Your Master Reports take all of your stats and gives you a high-level breakout by five different items:

  • Affiliate
  • Advertiser
  • Buyer
  • Offer
  • Campaign
  • Grouped Offers

One additional report - the Lead Status report - displays with the activation of the Lead Status feature (Lead Gen clients only).

You will also notice a set of icons to the left of the primary column (the column the master report is grouping stats by). Those icons allow you to drill down into more granular detail and as you click on a drill-down icon, CAKE will open another reporting tab to the right of the one you were on with even more new drill-down icons. You can open many of these reporting tabs without having to open a new window each time and closing one will simply take you to the previous tab. To see what an icon will show you, you can simply hover over the icon. Each master report has a slightly different set of default drill-downs, although most share a full list of available drill-downs in custom views.


All columns in your master reports are sortable (either ascending or descending) but the reports are defaulted descending by revenue. To sort a column, you can click on the column header which will sort ascending, or by clicking on the arrow and opening a menu-bar which allows you to sort ascending or sort descending as shown above.

Adding and hiding columns

You can also use the 'Columns' side-menu to hide columns from your immediate view. However, refreshing the report or page will default back to the original settings and columns. In order to save these preferences and reporting views, you must use a different feature called custom views.

Custom Views

To make more permanent modifications to your reporting views, CAKE has a custom views feature available in nearly all reports and grids.

To use custom views, click on the 'Edit View' icon in the top right of your report - This will open a new window with three sections.

Section 1: Filters

  • The left-most section is to add, remove and set values for reporting filters.
  • To add filter options, check the box to the right of the filter.
  • To remove a filter, uncheck the box tot he right of the filter.
  • To set and save a value, select a value in the drop-down or type-in a value as required.

Section 2: Drill Down Report

  • The middle section allows you to add drill-downs into your reports.
  • To add more drill-downs, check the box to the right of the drill-down and a corresponding icon will appear in your report.
  • To remove drill-downs, uncheck the box to the right of the drill-down and the corresponding icon will disappear from your report.
  • You can re-order these icons as well by using the 3 line-icon to the left of the drill-down.

Section 3: Columns

  • The right-most section is to add, remove, rename and re-order columns.
  • To add columns, check the box to the right of the column and the corresponding column will appear in your report.
  • To remove columns, uncheck the box to the right of the column and the corresponding column will disappear from your report.
  • To rename a column, double-click on the name and you can type-in a new name (this is especially helpful when the name is long and your viewing space is limited)
  • You can re-order these columns as well by using the 3 line-icon to the left of the drill-down.

To create and save your custom view, click 'Create New View'. We suggest keeping the default view as this is shared across all users with access to that report. CAKE doesn't restrict the number of additional views created, and every user has the ability to save a default just for them. Once you create a new view, you'll be given some options to 1) name your new view, 2) make this new view be the default view for you when you open up this particular report, 3) sharing this view with other employees and 4) whether to export all fields or just those you've selected in your view when exporting. Once you've completed those steps, click Save and a new drop-down will appear on the left-hand side of the report with available views.


Your click report will show you all unique clicks that were generated in your system.  You have the option of displaying duplicate clicks as well by checking the 'Include Duplicate Clicks' check box at the top of your report.  Just like your master reports,  your click report can be exported into an excel file, and you can use custom views to customize your reporting view as this report has a great deal of information.

Your conversion report will show you a list of every conversion that has tracked in your system.  From here, you can make some adjustments, such as marking leads as tests, returns, and editing prices.

Include CPC/CPM Conversions

Because CPC and CPM conversions are not performance based payments and thereby don't represent consumer actions on an advertiser's site/app like CPA/RevShare/Fixed do, we have a report filter which will hide CPC and CPM conversions counts by default, while still including their respective costs.

The Include CPC/CPM Conversions Filter gives a truer conversion count from a pixel fire/postback perspective in terms of actions versus Clicks or Impression counts. The Filter is disabled by default.

Enabling the Filter will impact these report columns: Conversions, Paid, Total Paid, Pending, Rejected, Approved, Returned.

Section 10: Making Reporting Updates

Conversion Adjustments

To mark a conversion as a test, simply right click on the line item from the conversion report, and choose 'Mark as Test'. Highlighting more than 1 row will make a bulk edit where all selected conversions will receive the same adjustments. Marking a conversion as a test will change the indicator under the 'Test' column to a green dot and change the price received and price paid to $0.

To change prices of your conversions, right click on the line item you'd like to change, and select 'Change Price.'  A new window will open, giving you the opportunity to change the price paid and price received with the option of adding notes. All notes can be displayed in your conversion report under the notes column.

Accessing the tool

To access the Mass Adjustment tool hover over either the main Affiliate or Advertiser tab > from the drop down select Mass Adjustment

Mass Adjustment Type

Mass Adjustment Type

After clicking on Mass Adjustment from the drop down you will be directed to step 1 of the mass adjustment wizard.

In step 1 you choose the type of adjustment that you wish to make. You can choose to:

  • Add Conversions
  • Remove Conversions
  • Adjust Conversions

Mass Price Adjustment

Mass Price Adjustment

In step 2,  enter the criteria for the conversion that you wish to update, Ie. date range, affiliate, campaign, sub affiliate, creative, where affiliate is and where advertiser is fields.

When on this step:

Where Affiliate is and Where Advertiser is, drop downs are to identify the payment of conversions. In this example the affiliate and advertiser are both paid and we are going to adjust the price.



When enabled the change price paid check box will expand the "New Price Paid Per Lead", here you can input the New pay out per conversion.

When enabled the Change Price Received check box will expand the "New Price Received Per Lead", here you can input the New Price Received Per conversion.

  1. The Mark as Returned to Affiliate drop down will mark these conversion as returned in reporting.  Be sure to setup your Return settings when using the Return feature.  Setup> Settings> LeadGen Settings> Rejects and Returns

Effective Date

Effective Date

At Step 3 there is a field called Effective Date which we will take the opportunity to describe in more depth now.

The Effective Date allows you to apply your adjustments to a specific time for Accounting Purposes. it is important to take note of how you will be implementing the Effective Date as this has direct impact on your Accounting.

Today: This will apply the adjustment being made to today's date. Be mindful that if "today" is not in the same billing period as the original conversion date, any Revenue or Cost being adjusted will not affect this bill. Consequently, it will affect the current billing cycle.

Conversion Date: This will apply the adjustment to the original date the Conversion(s) occurred and will apply to the bill associated to the date the Conversion(s) occurred in.

Custom: This allows you to choose a custom date when the adjustments occur. You can not adjust conversions to a date before the original conversion event or in the future.

Summary of Conversion Adjustment

Summary of Conversion Adjustment

Step 4 is the Event Summary. Before clicking finish you can view the changes that will be taking place. Click Finish to adjust these prices.

Thank you!  

You should now be able to setup, track and report your third party offer!  If you have any questions, feel free to contact CAKE Support or your dedicated Account Manager.


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