| Table of Contents |
|---|
Why conversion tracking?!
...
Basis for all data collection and analysis is the implementation of a conversion tracking code on the confirmation page that is displayed after completion of the sale.
in a nutshell
conversion tracking connects clicks and sales, that were registered via a tracking code.
...
1. set up the click id as additional parameter: First, create the click id parameter that will be added to the target URL e.g. clicklid=#{CLICK_ID}. This is done in the system under Manage Advertisers > Advertiser Tracking
read on
A detailed guide to additional parameters can be found here:
https://onlinemarketing-support.com/additional-parameters/Additional parameters on click redirects
2. The shop fetches the click id from the URL and saves it either in a first party cookie or in the data base.When saving it in a cookie, we recommend to set the cookie server side (e.g. with PHP)
...
Conversion target: Defines an event and its type, for example Sale, Appinstall, Newslettersignup.
Tracking Category: Defines the commercial dimension, for instance according to the margin of a product group, for example a product group (“Flight”, “Hotel”, “Car Rental”)
read on
A detailed guide on conversion targets and tracking categories can be found here:
https://onlinemarketing-support.com/working-with-conversion-targets/
https://onlinemarketing-support.com/tracking-categories/found here:
Conversion Code
The conversion tracking code is implemented on the confirmation page after the sales process (or in case of other events on the corresponding pages). This way a completed sale or event will be measured. Data is transmitted with the help of several variables and parameters, for example order id or basket value.
...
Please implement your individual conversion tracking code that contains your advertiser id and your tracking domain. Please do not use the code of the following examples.
read on
A detailed guide to generate the conversion tracking code can be found here:
https://onlinemarketing-support.com/configuring-and-implementing-tracking-codes/Configuring and implementing tracking codes
JavaScript
We generally recommend the use of JavaScript code when implemented browser side.
The JavaScript Code is very suitable for implementation in JavaScript environments such as tag management systems. Another advantage is that the basket parameter (JSON Object) can be easily included. Also it has additional functionalities like a container functionality.
Example:
...
Image Pixel
For simple tracking events (usually the ones without a basket) the image pixel is well suited. Also, many tracking switches require an image pixel.
...
The S2S callback link is quite similar to the image pixel. To convert an image pixel to a S2S callback URL just change the parameter typ=i to typ=s .
Example:
...
read on
A detailed guide on generation of S2S callback URLs can be found here:
https://onlinemarketing-support.com/configuring-and-implementing-tracking-codes-server-to-server/Configuring and implementing tracking codes server to server
Mandatory parameters
Variable (JS) | Variable (img/ s2s) | Example | Description |
|
| sale | Conversion Target. The applied conversion target needs to be registered in the system. |
|
| default | Tracking Category. The applied tracking category should be registered in the system. Please be aware, in case of basket tracking the value “basket” should be used. |
|
| ORD12345 | Conversion ID/ Order ID: This parameter identifies the conversion and should be unique. In case the ID contains sensitive information such as an email address, it should be hashed. |
|
| 4.98 | Order Value: This parameter transmits the value of the conversion. If the conversion does not contain a value, the transmitted value should be '0.00'. |
|
| EUR | Currency Code (ISO 4217) |
|
| checkout | Sie ID: This parameter identifies the page on which the conversion is made. |
|
| 1234567890 | Click id, that was transmitted with the click-in to the website. For S2S callbacks this parameter is mandatory. |
...
Variable (JS) | Variable (img/ s2s) | Example | Description |
|
| 12.34 | This parameter transmits any discount values related to the conversion. When a discount is applied, please do not change the order value, the system can deduct the discount value from the order value. |
|
| XMAS2020-4578aved | Code of the used voucher. |
|
| true | This parameter registers whether the customer was new to the advertiser. Possible values are true (new) or false (recurring). |
|
| paypal | Payment method |
|
| This parameter can transmit additional information. | |
|
| This parameter can transmit additional information. | |
|
| This parameter can transmit additional information. | |
|
| This parameter can transmit additional information. |
read on
A detailed guide tracking code implementation and a list of all parameters can be found here.
...