Setting up Conversion Tracking

After clicking on one of your ads, users are redirected to your web property and will hopefully move through your funnel to complete a desired action. This action could include making a purchase, filling out a form, submitting email information, or some other event. In any of these cases, the successful action is referred to as a conversion. Conversion pixels are used to count the number of users that completed an action, and attribute that conversion information back to the campaign.

To start, click on the Conversions tab from the left rail. Click + New Conversion and enter a name for your conversion pixel. If you have a revenue value associated with the conversion enter it in the Default Revenue box. This is solely for self-organization, and the default is $5.00. Once you have given the conversion a name and a revenue value, select Save.

The next step is to get the conversion pixel and place it on your landing page/website. Click the grey gear drown down, in the "Actions" column next to the Conversion Name and select </> Get Tags.

Here you will be able to copy the script exactly as it should be pasted onto your site.

Place the pixel on your website's conversion page, before the closing body tag.

Once you have updated your website with the new version of this page, users that arrive at this page in the future will be counted as conversions. If any revenue amount was attached to your conversion pixel that revenue value will be counted each time someone reaches the page.

Next, you will need to link your conversion pixels. Conversion Tracking settings can be found on the General campaign setting tab, right before the Advanced settings. To turn on conversion tracking, click edit and select “on”. This will bring up all of your conversion pixels and tracking options. Find the one you set up for your campaign and select it. If you haven’t already created one on the conversions menu, you can also create one by clicking on the +New Conversion button. Or if you think this campaign may lead to conversions on multiple different pages, select all appropriate pixels. 


Event Tracking

Event tracking allows you to track events that occur in the user’s journey after clicking on one of your ads. For instance, after clicking on an ad, many campaigns will redirect the user to a landing page. From that landing page, the user may click a link that takes them to the purchase page, and finally, once a purchase is made they will be directed to the order confirmation page, also known as the conversion page.

Since there can be multiple pages between the original landing page and the conversion page, event tracking allows you to track the individual steps or "events" that occur on those intermediary pages.   

To set up event tracking, click Conversions on the left rail, select an existing conversion pixel and click on </> Get Tags

When the conversion window opens, be sure to elect Event Pixels to bring up the event tracking options.

From there, you will enter the page you are tracking. This will be the one that the user lands on in between the landing page and conversion page. For example, let’s assume that after a user clicks your ad, they are sent to a landing page, and on that landing page is a link to sign up for your service, which is called sign up. Enter the URL for the sign up page here:

Optionally, enter the text that this link should say:

This will generate a link which you can place on your landing page. Every time someone clicks on this link, an event will be counted and the user will instantly be sent to the sign up page.

The link is available as Javascript or as HTML using the "Method" drop down menu. Additionally, the event pixel can be made secure if it is being placed on a secure page simply by selecting the "Secure" box.

The link that is generated needs to be placed on the landing page. Highlight and copy the event tracking code, open your landing page and find the link on the page you would like to track. Replace the original link with the event tracking link generated in SiteScout. Replace the code, and save the file. Next, upload the new version of this page to your website and you are done! The landing page will now track users who have clicked on the link and continued to the sign up page, thus giving you an extra level of analytics within your campaign statistics. 


Tracking Conversions With Dynamic Values

In some cases, the revenue value of a conversion will not be the same every time and it is necessary to account for a dynamic revenue amount. This is quite common in situations where the user will be filling a shopping cart with various items and the payout is a revenue share between the advertiser and the agency/affiliate.

In these cases, the advertiser would insert the revenue amount into the conversion pixel for each conversion. When creating a pixel that is going to use dynamic revenue, the advertiser can leave the default value at 0.00. Regardless, the default value will be ignored if revenue is passed dynamically at the time the pixel is fired.

To track dynamic revenue from a conversion, the advertiser must obtain the appropriate macro from their shopping company and place the macro at the end of the conversion pixel starting with a "/".

Original Pixel:

<img src="" border="0">

Pixel With Dynamic Revenue:
<img src="[INSERT-REVENUE-HERE]" border="0">

Example: (This will record a revenue of $46.12)
<img src="" border="0"> 

If you are tracking dynamic revenue with Postback Conversion Tracking, the link will look like this:[INSERT-REVENUE-HERE]?pb=POSTBACK_GOES_HERE

The following link explains how to set up postback conversion tracking:

Once you create your postback conversion link, simply add the value in the space that says [insert-revenue-macro-here] and include the & before pb=.

Have more questions? Submit a request