Conversion Tracking is a function which makes it possible to evaluate message performance based on pre-defined goals. This means that you are able to set goals for an email sendout and then check whether the recipient initiated the desired activity. Such activities are dependent on the landing pages that the message links are directed to. Possible goals and associated recipient reactions are:
General shopping or the purchase of products within a special product group.
Request for further information or registration for presentations.
Opening special web pages and retrieving information from them.
Shops sites are the primary application for Conversion Tracking, however, every web site can use Conversion Tracking to make sure that its email marketing is delivering the desired results.
By tracking shops and checking whether special offers are utilized, Engage Conversion Tracking makes it possible to collect information in Engage about the number of products sold and the value of the purchases.
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:
In Conversion Tracking without Cookies, both the recipient ID and the Message ID are added to the message links. Additionally, a placeholder is used in the message to mark which conversion should be achieved (i.e. which tracking pixel is retrieved at the end of the process).
The recipient and message information is passed to the web system via the link address. This information is internally forwarded between individual pages of the web system to reach the pre-determined page (e.g. purchase confirmation). The web system administrator defines the path that is used. The page corresponding to the conversion in the message contains a tracking pixel that was generated by Engage. When the tracking pixel is retrieved, the recipient ID and messages ID are transmitted to Engage.
Because many different tracking pixels can be contained in various different messages, Engage checks to make sure that the placeholder in the message matches the tracking pixel. Once this is confirmed, the conversion is displayed in the statistics (see Cookie-Less Conversion Tracking).
- Cookies-based Conversion Tracking:
Conversion tracking with cookies requires a slight customization of the web pages. Since the recipient ID and message ID are stored in the cookie, they do not need to be inserted in the links or provided by the web system while browsing. Every time a recipient clicks on a link, Engage places a cookie on the recipient's computer. Activation of the conversion tracking for a message simply requires a placeholder for the conversion tracking and a tracking pixel on the web page that corresponds to the conversion (see Cookies-Based Conversion Tracking).
When a recipient visits the page that was advertised in the email, the cookies are retrieved from the recipient's computer. This makes it possible to map the conversions that are achieved by the email.
Please note that it only possible to retrieve cookies if the address of the Engage system corresponds to the address which generated the cookies.
To establish secure conversion tracking (HTTPS) the Engage system must also have a secure address (see Secure Conversion Tracking or contact your customer service representative).
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 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).