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Why conversion tracking?!
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Basis for all data collection and analysis is the implementation of a conversion tracking tag 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 tag.
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An important parameter for a functioning tracking is the click id. It works as a fallback, in case no cookie could be found. This is a quite common case with Especially in third party tracking cookies.
The click id is transmitted with every click to the shop as get-parameter in the URL. The shop fetches and saves this click id and then returns it to the tracking system, when the conversion tracking tag is executed.
Usually, Ingenious adds a click id automatically to every (bounce) tracking link. The name of the Ingenious click id is ICLIDcontexts (that means the tracking domain is a different one than the shop domain), the clickId is highly important to get tracking reliably working,.
All settings and configurations regarding the clickId should be done before implementing the tracking tags. Reason is, that the clickId needs to be included in the conversion tag and thus should be available, when it is implemented.
Details about receiving a transmitted clickId, saving it and fetching it to include it in the tag can be read here. It looks like this (example)
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https://www.shop.com/?iclid=#{ICLID} |
where #{ICLID} will obviously be replaced by the click id.
cli=LIST_of_Click_IDs |
Rare exception
In (usually very rare) cases, where you need to set up the transmission of the click id manually (for example if a certain specific parameter is needed, you may do the set up manually.
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=#{ICLIDCLICK_ID}. This is done in the system under Manage Advertisers > Advertiser Tracking
read on
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”)
read on
A detailed guide on conversion targets and tracking categories can be found here:
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Please implement your individual conversion tracking tag that contains your advertiser id and your tracking domain. Please do not use the PHP/JavaScript code of the following examples as it is. |
read on
A detailed guide to generate the conversion tracking tag 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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read on
A detailed guide on generation of S2S callback URLs can be found here:
Configuring and implementing tracking tags server-to-server (S2S)
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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. Max length 255 chars. |
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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 idids, that was were transmitted with the click-in to the website. Usually it is the iclid and as well the the gclid, fbclid. For S2S callbacks this parameter is mandatory. |
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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 important parameter transmits any ID given to the customer who placed the conversion. Use this for implementing cross-device and cookieless tracking. Max length 255 chars. | bon78945 |
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| This important parameter transmits any ID given to the session of the customer who placed the conversion. Use this for implementing cross-device and cookieless tracking. Max length 255 chars. | ses345 |
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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 tag implementation and a list of all parameters can be found here.
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