Stable and Reliable Conversion Tracking Implementation
- Tobias Rast
In the evolving landscape of digital marketing, transitioning to privacy-compliant and reliable conversion tracking mechanisms is essential. Ingenious Technologies provides a robust solution for setting up stable and reliable conversion tracking, emphasizing the importance of first-party data and server-side tracking to navigate the post-third-party cookie era effectively. This documentation outlines the steps and best practices for implementing such a system.
Creating First-Party Tracking Domains
First-party tracking domains are a cornerstone of reliable conversion tracking. These domains allow businesses to collect and store data directly from their users, ensuring compliance with privacy regulations and enhancing data accuracy.
How to Create: First-party tracking domains can be set up directly within the Ingenious Technologies UI. For detailed instructions, including DNS configuration and domain verification, please read more here
Server-Side Conversion Tracking
Server-side conversion tracking involves capturing conversion data on the server and transmitting it back to Ingenious Technologies. This method is not only secure but also bypasses browser limitations. Read more here.
Attribution Information
When transmitting conversion data server-side, including comprehensive attribution information is crucial. Below is a table outlining the key values that should be transmitted, along with their explanations and examples:
Value | Explanation | Example |
|---|---|---|
| Unique identifier for the click leading to a conversion. Is transmitted with every click with the parameter |
|
| Transaction-specific cookie value |
|
| Identifier for the customer making the conversion |
|
| Session identifier for the user session |
|
see the full list and more details here
On-Page Tag Implementation and Session/Customer ID
Implementing on-page tags is essential for capturing user interactions on the browser side. These tags work in tandem with first-party cookies to provide a comprehensive view of user behavior and conversion tracking. Read more about the Onpage Tag here
Session/Customer ID Usage: Utilize session IDs for anonymous users and customer IDs for identified users to maintain a continuous tracking experience across sessions and devices. These identifiers should be included in both on-page tag data and server-side conversion tracking to ensure accurate attribution.
Bonus: Google Tag Manager on a First-Party Domain (sGTM)
For those utilizing Google Tag Manager, configuring it to run on a first-party domain (sGTM) enhances the stability and reliability of your tracking setup. If you are interested, how this cold look like, read on here.
Benefits: Running GTM on a first-party domain ensures that your tag management system is less likely to be blocked by browser privacy measures, providing a more consistent and reliable data collection framework.
Compliance and Security
Probably an obvious point, but we are mentioning it just in case:
Adhere to GDPR, CCPA, and other privacy regulations by obtaining user consent where necessary.
Secure data transmission using HTTPS and protect stored data against unauthorized access.
Summary
Implementing stable and reliable conversion tracking in the post-third-party cookie world requires a strategic approach centered around first-party data, secure server-side processing, and compliance with privacy regulations. By following the steps outlined in this documentation, businesses can ensure their conversion tracking remains effective and resilient against the evolving digital marketing landscape.