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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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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=#{ICLID}. 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 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. |
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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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A detailed guide on generation of S2S callback URLs can be found here:
Configuring and implementing tracking tags server-to-server (S2S)
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. 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 id, that was 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. |
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 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 |
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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:
Variable | Example | Description |
| 1 | Optional |
| 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 separator. |
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.
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. |
| bon78945 | This important parameter transmits any ID given to the customer. Use this for implementing cross-device and cookieless tracking. Max length 255 chars. |
| ses345 | This important parameter transmits any ID given to the session of the customer. Use this for implementing cross-device and cookieless tracking. Max length 255 chars. |
| 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 |
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| Optional parameter, you are free to put in any additional information that may be needed |
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Cookies and data protection
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