Conversion Tracking

What is Conversion Tracking?

Conversion tracking is a free tool that shows you what happens after a customer clicks on your ads -- whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app.

Conversion tracking means using software to see when customers take specific online actions after viewing your ads. Many sites that show digital ads offer conversion tracking, including most social media sites and Google through AdWords.

Purpose: The purpose of conversion tracking is know the success rate of your campaign or say product. It can be used to track number of actions like:

-       Purchase

-       Sign-ups

-       Submission of E-mail address

-       Goal Page

-       Any event which can help to know the success of the campaign can be tracked.

Conversion pixel: When you create a conversion code in ClickMeter as the results you get at least two output, a conversion java-script code and a conversion pixel. Both perform the same actions and can be used to track conversions. Please note that sometimes the conversion pixel is also (erroneously) called tracking pixel.

Who are Converted users?

Users that has crossed the confirmation page are the converted users and the ones who reached to the website but didn’t purchase or did any successful completion of conversion event they fall into imprinted pool and are called imprint users or also non-converted users.

Conversion Rate: The conversion rate is the percentage of users who take a desired action. The archetypical example of conversion rate is the percentage of website visitors who buy something on the site

How does conversion tracking work?

1.    View ad: When a visitor views an ad on a date, the ad server simply records an impression on that day.

2.    Click on ad: A visitor clicks on the ad and begins browsing the advertiser’s store on the date. The ad server records a click on the date and a cookie is created to track conversions and it could last up to 30 days (default) after the click.

3.    Purchase: When the visitor makes a purchase on that date and gets a page that contains conversion tracking code. The ad server records the conversion and awards it to the original click. A zone is created if the clicked ad was served via that zone.

4.    View-Through Conversation: If a purchase was made but there was no recorded click, then the ad server would record it as a view-through conversation.

How to track conversion?

A JavaScript code has to be placed on the website. This code places an invisible 1×1 pixel image on the website, this pixel sends a message to the tool that the conversion (clicking, visiting, registration etc.) is been done. This pixel can be placed to track on any page depending upon the conversion that needs to be tracked such as page views, Add to carts, registrations, checkouts etc.

Conversion Path

The path taken by the user to complete a conversion. This path gives us the information for the conversion such as Ads or keywords that lead the people to convert.

-       Top Paths: It shows the most common path that most customers take to complete a conversion. Thus, we get information about the ads that were shown/ clicked, or both, before converting. Top path can be measured in terms of impressions, clicks and transition (repeated clicks/ repeated impressions).

-       Path Length: The total number of Ad impressions or Ad clicks including the last one that preceded the conversion defines the Path Length.

-       Time Lag: The total amount of time from when the user clicks/ views the ads until conversion. This can be measured from First- impression/ click or Last -impression/ Click as per the requirement.

-       Channel: The channel in the conversion path can play 3 different roles:

Last interaction is the interaction that immediately precedes the conversion. The higher these numbers, the more important the channel’s role in driving completion of sales and competition. A user clicks on the same printer ad on 3 different days but ordered the printer on the 3^rd day so for this conversion the last interaction will be considered.

Assist interaction is the interaction that is on the conversion path but is not the last interaction. The higher these numbers, the more important the assist role of the channel. It indirectly helps in conversion and these data can also be used for retargeting.

First interaction is the first interaction of the conversion path, it’s a type of assist conversion. The higher these numbers means more initiation of new sales and conversions.