Why conversion tracking?!

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Reports of collected conversion data allow judgements and analysis of performance, developments, costs, revenues amounts and potentials for optimization.

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Basis for all data collection and analysis is the implementation of a conversion tracking code 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 codetag.

Click out: Additional Parameters

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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 code 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)

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:

Additional parameters on click redirects

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Fetching the click id on the confirmation page in order to include it in the conversion tracking codetag.

Example code fetch click id from cookie with PHP

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Conversion targets as well as tracking categories should be registered to the system, before they are transmitted via an implemented conversion tracking codetag. Set up is done in the system under Manage Advertisers.

• 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:

Working with conversion targets

Tracking categories

Conversion

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tag

The conversion tracking code tag 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.

Types of

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tags

You will can either get the conversion tracking code by e-mail or you can generate it in tag through the user interface under Manage Advertisers > view tracking code. Trail -> Tracking tags.

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read on

A detailed guide to generate the conversion tracking code tag can be found here:

Configuring and implementing tracking codestags

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:

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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 codes tags server-to-server (S2S)

Mandatory parameters

Optional parameters (frequently used)

read on

A detailed guide tracking code tag implementation and a list of all parameters can be found here.

Basket tracking

Basket tracking adds basket positions to a conversion. This way all individual products that are part or a conversion can be remunerated and/or analyzed.

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The individual components of the basket data are shown in the table below:

Example (without any technical identifier)
No id / uuid is submitted and will be generated internally

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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

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tag

The onpage code tag 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.

Cookies and data protection

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The following test is a suggestion for a section in the privacy policy of shops working with Ingenious Technologies. Tracking domain as well as external advertiser id (i-number in conversion tracking codetag) should be completed:

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• Use of a first party tracking domain (for setup, please contact Ingenious Technologies)

• Implementation of the click id, that should be saved with the use of server side technologies (PHP)

• Implementation of the onpage codetag

• Use customer id (which can be encrypted or hashed)

• Use session id

• in case of third party tracking: Execution of the conversion code tag server side (S2S callback) to bypass regulated browsers or ad blockers

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