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 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)

https://www.shop.com/?iclid=#{ICLID}

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https://www.shop.com/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

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A detailed guide to additional parameters can be found here:

Additional parameters on click redirects

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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:

Working with conversion targets

Tracking categories

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A detailed guide to generate the conversion tracking 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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A detailed guide on generation of S2S callback URLs can be found here:

Configuring and implementing tracking tags server-to-server (S2S)

Mandatory parameters

Optional parameters (frequently used)

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A detailed guide tracking tag 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:

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

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The onpage 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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