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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
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Variable (JS) | Variable (img/ s2s) | Example | Description |
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| sale | Conversion Target. The applied supplied conversion target needs to be registered in the system. |
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| default | Tracking Category. The applied supplied tracking category should be registered in the system and has to be active.Please be aware, in 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. |
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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 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. |
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A detailed guide tracking code 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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