Quality and accuracy of conversion tracking depend on a variety of measures. The more measures you take and combine, the higher usually the accuracy of the conversions numbers that are tracked.
How to find out about your quality (accuracy) of conversion tracking
If you are not sure, how well your conversion tracking works, there is a good way to find out:
Define a representative time frame (often 7 or 14 days are a good time)
Export the conversions from your data warehouse/ shop system (please limit it to essential conversion information like order id, time, revenue etc, personal customer data must not be shared)
Now compare to conversions, that were attributed and not attributed in your Ingenious platform. Contact us, we are happy to assist if you need support to access this data.
Improving conversion tracking accuracy for your advertiser should be done by focusing on four areas
the domain
the conversion tag
the onpage tag
consent management
The domain: Which party?
- First party tracking domain used?
The tracking should be running on a sub domain of the shop. The name of the sub domain ideally should be a random string. Example:https://qzxe.tmw.shop.com
read more here: First-party Tracking Setup
- Is the tracking domain black listed (and hence easily blocked by ad blockers)?
You may check here, especially if the onpage tag is implemented:
https://trackingthetrackers.com/
You may also search for your domain here:
https://easylist.to/easylist/easyprivacy.txt
https://easylist.to/easylist/easylist.txt
About the conversion tag
- Is the conversion tag executed in the browser within a tag management system, such as GTM (Google Tag Manager)? (not recommended)
We would expect a significant loss of data (15-25% ) simply by putting the conversion tag in a tag manger, since they are well known to ad blocking software and browsers and can be easily blocked. - Is the conversion tag executed server side?
Often browsers or browser plugins, block cookies or the execution of tracking tags. So transmitting information directly to the tracking server (and hence bypassing the browser) can be quite a smart idea. Also, using server side tagging of the Google Tag Manager (GTM) may be an option.
read more: Configuring and implementing tracking codes server to server - Are click id(s) transmitted (iclid)?
With every (bounce) click, Ingenious transmits a click id as parameter iclid. This iclid(s) should be stored by the shop (e.g. in a first party cookie) and transmitted in the conversion tag.
read more: Working with the click ID - Is the session id transmitted?
The session id should be transmitted in the conversion tag as well as in the onpage tag to increase tracking accuracy.
read more: Conversion Tracking Implementation: Guide for shops - Is the customer id transmitted?
Whenever a customer is logged in, the customer id (may be hashed) should be transmitted in the conversion tag (as well as in the onpage tag) to increase tracking accuracy as well as enable cross device tracking.
read more: Conversion Tracking Implementation: Guide for shops
Onpage tag
- Is the onpage tag implemented on all publicly accessible pages?
The onpage tag (using a first party domain) should be implemented on all public pages to detect incoming traffic.
read more: Working with Bounceless (SEO-friendly) tracking - Is all relevant data transmitted in the onpage tag?
Session id, customer id (may be hashed) are highly important to improve tracking accuracy. Product id for product pages is quite useful as well.
Consent Management
- Support TCF 2.0
In order to transmit and receive consent, the framework TCF 2.0 can be used.
read more here: IAB Transparency & Consent Framework v2.0 - Make sure, that the Ingenious conversion tracking is part of your CMP (Consent Management Platform) and that consent is transmitted.
When working with tracking technologies, usually it should be integrated in the CMP solution of a shop and be managed and treated accordingly.