Basics
How Conversion Tracking Works
With Conversion Tracking, you configure your Engage system so that information about the recipient (recipient ID and message ID) is transmitted to the online shop system. This makes it possible to ascribe certain activities on the website to specific customers and messages. When a recipient behaves as expected and performs a pre-defined activity (e.g., purchases a product), the website notifies Engage. The activity is assigned to the triggering message and displayed in the conversion statistics of the individual email.
There are two types of Conversion Tracking:
- Conversion tracking without Cookies: Some email recipients don't allow cookies in their browsers, which makes it impossible to use cookies for conversion tracking. For these recipients, you can use cookieless tracking as described below. However, please note that you cannot gather as much information this way. It is not possible to trace interrupted shopping sessions using this method.
See Cookieless Conversion Tracking for more information. - Cookies-based Conversion Tracking: The advantage of using cookie-based conversion tracking is that the online shop system does not need to hold or store the recipient information in any way because it is available on the customer's PC. This means that tracking can continue even if the shopping session is interrupted.
See Cookies-Based Conversion Tracking for more information.
Secure Conversion Tracking
Online shop pages are normally encrypted (i.e., HTTPS rather than HTTP). To complete the conversion tracking process, a tracking pixel must be added to the order confirmation page on the online shop. If this tracking pixel is not encrypted (i.e., downloaded from an HTTP page, not an HTTPS page), the customer may receive a security warning such as "secure page contains non-secure elements." Warnings like this can cause the shopper to lose confidence in the website's security.
This warning can be avoided if the secure HTTPS version of the tracking pixel is used on the confirmation page. The Conversion Tracking Pixel must be hosted on a distinct secure domain. The general secure HTTP access 'https://secure.ecircle-ag.com/>' cannot be used since it is a different domain than the shop site's domain.
HTTPS pages require registration of a certificate. Please contact your customer service representative to undertake the necessary registration.
Where are the Conversion Tracking features in Engage located
Statistics: Conversion Tracking results for each message are displayed individually in the Conversion Tracking Overview window in the Statistics area (see Conversion Tracking Overview (window)).
Creating Tracking Pixels: The tracking pixels to insert on landing pages (i.e., the shop or web pages) are created in the Create/Edit Conversion Tracking window in the Administration area (see Create or Edit Conversion Tracking (window)).
Activation of the conversion tracking: Conversion Tracking is activated by adding an appropriate placeholder to the message. This can be done in different ways, depending on the objective:
During message creation: In the Messages area, the Engage Variables function in the message editor is used, and the appropriate placeholder is inserted (see Mapp Engage Variables - Conversion Tracking). Or in the CMS, a placeholder can be manually added or implemented according to the individual configuration of an existing template.
For conversion tracking without cookies, both the MID (message ID) and UID (user ID) must be attached to the links (see Add Message ID and User ID to Links (cookieless conversion tracking)).Within the Group: Conversion Tracking can also be activated for a group. In this case, the sendout settings of the group must be configured accordingly. For every sendout to the group, Conversion Tracking for the message is activated (see Activate Conversion Tracking for Messages).