Digital advertising is in a new era. The deprecation of third-party cookies, stricter mobile tracking restrictions, and tightening privacy regulations have reduced visibility into what truly drives business outcomes. As these changes reshape performance marketing, advertisers need new ways to connect spend with results.
What is closing the loop?
“Closing the Loop” is how Rokt helps solve this challenge and is the foundation of our performance marketing promise. At its core, it means connecting engagement to actual outcomes on your site: purchases, subscriptions, app installs, by feeding back rich, high-quality event data into Rokt to be used for your campaign only. This allows our AI to optimize every campaign for CPA and ROAS, and focusing budget on customers most likely to take action. And because not all customers are created equal, closing the loop also enables optimizations against predicted customer lifetime value - so you’re not just driving more conversions, you’re driving the right conversions.
Closing the loop is about building trust and accountability with our partners. When attribution data reflects the complete picture and Event Match Quality (EMQ) is high, advertisers gain transparency and confidence that their investment in Rokt is truly driving incremental growth. The stronger the data partnership, the more value we can unlock together.
Why closing the loop matters
Complete integrations enable actionable, real-time insights and smarter, automated optimization for every campaign. Historically, campaigns were measured using top-of-funnel metrics such as clicks, engagement rates, or traffic. While useful, they don’t give a complete picture of the business value generated. Closed-loop attribution changes that. By tracking the outcomes that campaigns drive on your site, you can:
- Measure true performance towards your business goals
- Unlock the full potential of optimization, as Rokt’s AI and Smart Bidding requires strong and timely conversion signals
- Quickly detect and resolve anomalies, that can negatively impact the success of your campaign
- De-average the campaign and drive further increases in return for the client
To generate greater business value and unlock full optimization potential, advertisers are increasingly adopting closed loop attribution.
The proof is in the performance
Rokt has seen measurable improvements for advertisers who have closed the loop with us. By integrating complete conversion data, brands unlock smarter optimization and more efficient outcomes at scale.
Results include:
- A leading U.S streaming service: +57% efficiency gains (CPA), +159% increase in conversions
- A top global sporting brand achieved: 4.2x ROAS
These results highlight how strengthening event data and enabling Rokt Brain to see the complete picture drives both immediate and long-term business impact.
What data unlocks the most value?
The data you capture during conversion events determines how effectively you can close the loop. The following elements are critical to ensuring success:
- Click ID
- Name + zip
- Phone
- Conversion type
- Confirmation reference or event ID
- Cart amount, value and PLTV
Each data element strengthens EMQ, making Rokt Brain more effective at optimizing CPA and ROAS.
How to integrate
Rokt offers multiple ways to send conversion signals, each suited to different environments:
- Web SDK: Quick browser-based setup for real-time event capture
- Conversions API (CAPI): Server-to-server transmission, resilient to browser restrictions (via Direct/CDP/Data warehouse etc)
- Mobile SDKs: Purpose-built for iOS, Android, React Native, and Flutter
Best practice: Enable the fastest real-time method and layer a backup for redundancy.
Your data, your control
Data governance is a cornerstone of Rokt’s approach:
- Never shared: Your data is only used to benefit you.
- Complete control: You retain ownership at all times and the right to request or deletion
- Secure infrastructure: Data is kept logically separate, encrypted (while moving and at rest), and privacy-safe.
- Leading compliance: Certified to leading global standards including SOC2 and ISO27001, and fully aligned with GDPR,CPPA, CPRA and other privacy regulation
This ensures your campaigns are future-proof and your data always protected.
Closing the loop unlocks the Transaction Moment™
Closing the loop means sharing complete conversion signals that strengthen EMQ and power smarter bidding. Your attribution model remains unchanged, but every conversion signal you pass back fuels Rokt Brain to optimize more effectively. With stronger data, Rokt delivers greater relevance, improves bidding efficiency, and maximizes value in the Transaction Moment.
Ready to unlock the full potential of your campaigns?
Talk to an expert and learn how to implement closed-loop attribution with Rokt.
.jpg)
