Conversion Tracking using Addue: Find out where your conversions are coming from
Prerequisites: Getting Started: Rules And Rulesets
In this tutorial we look at another kind of link you can generate on Addue – conversion tracking links (addue code TR). Conversion tracking links are used to determine the performance of advertising channels. You can drive traffic from your ad placements to Addue conversion tracking links instead of directly to your target website where the conversion takes place (ecommerce store, leadgen form etc). Before redirection to the target website, Addue will place a tracking cookie in the visitor’s web browser. If and when a conversion takes place on your website later, Addue will check to see if the visitor completing that conversion has the tracking cookie present. If it is, Addue can then conclude that that particular visitor came through the ad placement you were monitoring.
Conversion tracking can therefore be used to optimize your advertising ROI. In internet marketing it is fundamental to know where your conversions are coming from, and the average cost of those conversions. This in turn determines how much your advertising budget for that particular advertising channel should be. Without conversion tracking, your advertising effort would be based on guessing, which is mostly inaccurate and can lead to massive under-spending on a good channel or over-spending on a bad one (both harmful).
To get started with conversion tracking, go to your Addue account page, choose “Insert New Rule” and select the “TR – Conversion Tracking Rule” option. The conversion tracking rule form comes up on the next page:
Fill out the form as above, using “tutorial5” as the ruleset ID, but instead of “amazon.com” for the destination URL, choose a website under your control. This is important since to complete the conversion tracking setup you’re going to need to insert a small piece of code on the checkout page of that website shortly.
Submit the rule. Under List/Edit/Delete rules you can find the rule you just inserted and click on “tutorial5” to bring up the ruleset. You should see a screen like the below, but with amazon.com replaced with your target website:
Conversion tracking rulesets should have just one single rule, as in this example. There should be no other rules present, including any other TR rules, DR rules, etc. All that is needed and all that should be present in each TR ruleset is a single TR rule defining the destination URL as above.
The link to use to track conversions is as given in the ruleset listing page at the top of the listing:
(where 246 will be replaced with your unique account ID on Addue)
You can place this link as the destination URL in your advertising channels and send traffic to it instead of directly to your website. It will then redirect traffic to your target website after placing a tracking cookie on it.
This completes the first part of the conversion tracking setup. The second part is placing a small piece of code (known as a “tracking pixel”) on the confirmation page on your website where conversions are marked as completed. This is typically a thank you page of some kind which is presented to site visitors after they have completed a conversion (filled out a leadgen form, checked out a shopping cart, etc.). We need this page to report back to Addue that a conversion has happened so that Addue can in turn check whether that conversion was coming from the tracking link you are monitoring.
This is the general format of the code which needs to be inserted in the confirmation page on your website by your webmaster:
The code snippet can be inserted anywhere between the body tags of the confirmation page. Replace ACCOUNT-ID with the unique ID Addue assigned to your Addue account (246 in this example). The other values following ACCOUNT-ID are optional and can be ignored for the moment. So a complete tracking pixel could look like:
<img src=”https://addue.com/t/track/246″ />
Each time a conversion takes place, this will tell Addue to check to see if a visitor coming from any of your tracking rules is responsible. If Addue finds that the visitor indeed has the tracking cookie on his browser from invoking a tracking rule, then a conversion will be recorded by Addue as having taken place. You will then be able to see details of that conversion in your “Conversion Activity” report on Addue (under the Results section of your main Addue account interface).
For the purposes of this tutorial, we placed some tracking pixels on a domain we control (traffikoo.com) and created a couple of conversions there after clicking on the tracking link. You can see the results in the Conversion Activity report:
Each conversion Addue has determined as coming from the tracking link is listed in this report as a line in the report, including data such as the IP address, refering URL (which should be the confirmation page you placed the tracking pixel on), etc.
The optional fields in the tracking pixel can be used by your webmaster to send further data such as shopping cart values to the conversion activity report. You can report a shopping cart total in the order total field, and further informational text information in the two text fields provided. An example of a tracking pixel using all these options would be something like:
<img src=”https://addue.com/t/track/246/55.44/Socks+Pants+Shirt/John+Smith” />
(replace spaces by “+” when passing data to tracking pixels)
This will place the $55.44 order total in the Order Total column of your conversions report, and the other text data under “Text Fields” so you can easily see exactly what the conversion was just by looking at your report on Addue.
If you have many conversions in your Conversion Activity reports, you can download the entire report for various time periods using the download links provided at the bottom of the conversion activity report page. Using this feature you can export your conversions reports to a spreadsheet program like Excel, for instance, and carry out further detailed analysis of ROI offline.
The cookie Addue places on visitor web browsers to track their activity after clicking on an Addue link has a 90 day lifetime. In other words, if they complete a conversion on your target website within 90 days of clicking on that link, Addue will attribute the conversion to its link and record it in your conversion history. If not, no conversion will be recorded.
That wraps it up for this tutorial. In a subsequent tutorial we’ll look at how to combine conversion tracking with traffic splitting so as to set up A/B optimization scenarios on your website.