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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.
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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
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A detailed guide to additional parameters can be found here:
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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”)
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A detailed guide on conversion targets and tracking categories can be found here:
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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.
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A detailed guide to generate the conversion tracking code can be found here:
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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:
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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.
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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:
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A detailed guide on generation of S2S callback URLs can be found here:
Configuring and implementing tracking codes server to server
Mandatory parameters
Variable (JS) | Variable (img/ s2s) | Example | Description |
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| sale | Conversion Target. The supplied conversion target needs to be registered in the system. |
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| default | Tracking Category. The supplied tracking category should be registered in the system and has to be active. Tracking category 'default' will be used implicitely when none or unknown tracking category is supplied. In case of basket tracking the value “basket” should be used. |
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| 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. |
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| 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'. |
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| EUR | Currency Code (ISO 4217) |
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| checkout | Sie ID: This parameter identifies the page on which the conversion is made. |
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| 1234567890 | Click id, that was transmitted with the click-in to the website. For S2S callbacks this parameter is mandatory. |
Optional parameters (frequently used)
Variable (JS) | Variable (img/ s2s) | Explanation | Example |
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| 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. | 12.34 |
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| Code of the used voucher. | XMAS2020-4578aved |
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| This parameter transmits any ID given to the customer who placed the conversion. Use this for implementing cross-device tracking. | bon78945 |
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| This parameter registers whether the customer was new to the advertiser. Possible values are true (new) or false (recurring). | true |
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| Payment method | paypal |
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| This parameter can transmit additional information. | |
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| This parameter can transmit additional information. | |
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| This parameter can transmit additional information. | |
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| This parameter can transmit additional information. |
read on
A detailed guide tracking code implementation and a list of all parameters can be found here.
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The individual components of the basket data are shown in the table below:
Variable | Example |
Description |
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pid1 |
Optional |
this position which needs to be 1 or higher. Can be submitted to address this position later. Generated automatically if empty. | ||
| 0d5bb776-2d50-4d65-912c-d20e324f66b8 | Optional |
| 12345678 | The ID of the product to which the basket position relates. |
| Adidas Originals Continental | Name of the product |
| Adidas | Branc |
| 54.95 | Price of the product (gross) |
| 1 | Quantity of bought units |
| default | Tracking category of the product. The tracking category needs to be registered to the system. In case no specific tracking category should be applied, please use “default” |
| Clothing.Men.Shoes | Optional: Hierarchie of the product category. Use ‘.’ as |
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Example (without any technical identifier)
No id / uuid is submitted and will be generated internally
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[{
"pid": "123456",
"prn": "!Adidas Originals Continental 80",
"brn": "Adidas",
"pri": "54.95",
"qty": "1",
"trc": "default",
"prc": "Mode.Herren.Schuhe.Sneaker"
}, {
"pid": "9876543",
"prn": "Anna Field Damensocken schwarz",
"brn": "Anna Field",
"pri": "12.34",
"qty": "3",
"trc": "default",
"prc": "Mode.Damen.Zubehör"
}] |
Example (with optional uuid identifier)
A valid uuid is submitted and can be used to address this positions
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[{ "uuid": "34f40211-98dd-4543-8980-c4b9bcf7416a", "pid": "123456", "prn": "!Adidas Originals Continental 80", "brn": "Adidas", "pri": "54.95", "qty": "1", "trc": "default", "prc": "Mode.Herren.Schuhe.Sneaker" }, { "uuid": "c4f3a903-f9c2-4921-b865-0719c067b3dd", "pid": "9876543", "prn": "Anna Field Damensocken schwarz", "brn": "Anna Field", "pri": "12.34", "qty": "3", "trc": "default", "prc": "Mode.Damen.Zubehör" }] |
The onpage code
The onpage code should be implemented on all publicly accessible pages. Its main purpose is the detection of incoming traffic. Further functionalities are related to traffic quality and a container functionality.
Variable | Example | Description |
| www.shop.com/dresses/red-dress123.html | Path or URL of the Page |
| 12345678 | Only for product pages: Unique product id of the shown product. |
| Result of | The complete Browser-URL on which the tag was fired. Used to prevent accuracy issues in case of strict referrer browser policy. Please don’t change the default value |
| Optional parameter, you are free to put in any additional information that may be needed | |
| Optional parameter, you are free to put in any additional information that may be needed |
Cookies and data protection
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Tracking technology of the Ingenious Enterprise platform | Usage of cookies We are using a tracking technology provided by Ingenious Technologies AG, Französische Straße 48, 10117 Berlin, to connect customers’ views and clicks on advertising media (so called touch points) with their actions (for example a sale or a registration). For every touch point and every action, your browser sends a so called HTTP-request to the server of Ingenious Technologies, along with certain data. This data consists of the URL of the website on which the advertising media is placed (referrer URL), information on the browser, operative system and device, further technical data (so called HTTP-header), the time and date of the touch point, the IP address of the device and, if available, cookies stored previously by Ingenious Technologies and all the information they carry. Please note that the IP address is anonymized by Ingenious Technologies automatically. A cookie is a small package of data which is transferred between your browser and the server. In this package, information related to the advertising media can be stored, for example the content of a shopping basket. To document actions, the tracking technology stores cookies on your device. In the cookie, information on the last touch points is stored. This information includes data related to touch points, i.e. clicks and views of advertising media produced on your device. Furthermore, an ID is added to the cookie. Stored data on touch points and actions will be allocated to this ID. Stored touch points can be used to create a so called customer journey, which identifies all touch points preceding an action. An action request usually involves the order ID and the order value of your order. In some cases, the following values can be submitted and stored as well: your customer ID, your age and gender, your answers to customer surveys and a marker in case you are a new customer. Both the data transmitted to Ingenious and the cookies have the sole purpose of monitoring the effectivity of advertising media and the corresponding clearance. This usage is compliant with the legitimate interest as defined in the General Data Protection Regulation of the EU. If you do not want cookies to be stored in your browser, you can adjust your browser settings. Depending on the type of browser you use, you can prevent the storage of cookies in your browser settings or limit the storage to specific websites only. Please note that this might hamper the performance and limit your usage of certain websites. You can also delete cookies at any moment. In this case, the data stored in cookies will be deleted permanently. Storage and usage of tracking can be also disabled by clicking on the following tracking opt-out link:
In case the tracking opt-out link is clicked, a special cookie is stored which disables tracking for the browser used to enable the request on your device. Tracking will be applied again when you delete this cookie. What cookies are used for what tracking purposes is explained in the following table in detail:
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Tracking quality
Tracking with third party cookies today is significantly restricted, data cannot be recorded properly. Reasons are browser regulation (e.g. Safari, Firefox) or the use of ad blocking software. Third party cookies are all cookies from domains that differ from the shop domain.
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