Conversion Tracking Implementation Guide - Communicator€¦ · Conversion tracking allows for the...
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Conversion Tracking Implementation Guide
Communicator Conversion Tracking Implementation Guide |
February 2017 Version 1.0
A guide to implementing conversion tracking on your website covering a
standard setup as well as using Google Tag Manager.
Conversion Tracking Implementation Guide Page 2 of 20 February 2017
Contents
Contents ........................................................................................................................................................... 2
Conversion Tracking .................................................................................................................................. 4
What is conversion tracking? .................................................................................... 4
Benefits ........................................................................................................................... 4
Requirements ................................................................................................................ 4
How it works ................................................................................................................................. 5
The Setup .................................................................................................................................. 5
Standard Setup ............................................................................................................................................. 6
Figure 1 Inbound Tracking Script To be placed on your website .................... 6
Figure 2 Purchase tracking script To be inserted on your website ................ 6
Figure 3 Download tracking script To be inserted on your website .............. 7
Figure 4 Form completion tracking script To be inserted on your website . 7
Conversion Tracking Code Examples .............................................................................................. 8
Purchase Conversion Tracking Code Examples .................................................... 8
Figure 5 Purchase Conversion Tracking Script - Example 1 ................................ 8
Figure 6 Purchase Conversion Tracking Script - Example 2 ............................... 8 Download Conversion Tracking Code Examples .................................................................. 9
Figure 7 Download Conversion Tracking Script - Example 1 .............................. 9
Figure 8 Download Conversion Tracking Script - Example 2.............................. 9
Form Completion Conversion Tracking Code Examples .................................................. 10
Figure 9 Form Conversion Tracking Script - Example 1 ..................................... 10
Figure 10 Form Conversion Tracking Script - Example 2 ................................... 10
Google Tag Manager Setup ................................................................................................................... 11
Installing Tag Manager ............................................................................................. 11
Setting Up Tags .......................................................................................................... 11
Inbound Tag ............................................................................................................................... 11
Figure 11 Inbound Tracking Script To be inserted into Tag Configuration .. 12
Submission Tag and Variables ................................................................................ 12
Figure 12 Data Layer Set Up Script To be inserted on your website ............ 13
Figure 13 Populate Data Layer Script To be inserted on your website (E.g.
on Order Confirmation page) ..................................................................................... 13
Figure 14 Submission Tracking Script To be inserted into Tag Configuration
........................................................................................................................................... 14 Publishing.................................................................................................................................... 15
Testing .......................................................................................................................... 15
Troubleshooting ......................................................................................................... 15
Cookie Creation .......................................................................................................... 15
Firing Tags ................................................................................................................... 15
Tag Assistant ............................................................................................................... 16
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Further Help ............................................................................................................................... 16
JavaScript Variable Reference ............................................................................................................ 17
Table 1 Configuration Values ................................................................................... 17 Table 2 Data Variables .............................................................................................. 18
Conversion Tracking Security ........................................................................................................... 20
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Conversion Tracking What is conversion tracking?
Conversion tracking allows you to accurately measure the results of your email
campaign by tracking recipient behaviour from the inbox to your website.
of files
or the completion of a form.
Benefits
Track and measure transactions, products sold, form completions and
downloads
Understand the real success of your campaigns
Discover what actions your recipient completes after clicking on a link
Justify your email campaigns
Identify follow-through activity
Measure interest
Conversion tracking allows for the reporting of activities that occur outside of
Communicator and are the direct result of an email campaign and help to measure
success.
Requirements
To get conversion tracking to work successfully there are two main parts:
Conversion Tracking will only work on dispatches from Communicator that
have link tracking enabled. This is an option during the dispatch process.
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The target website must have our Conversion Tracking code implemented
on it. You will require your client ID during the setup of the tracking code, to
get yours contact the Communicator Support Team on 0844 870 8974 or
How it works
When a user clicks a tracked link in an email sent from Communicator they are first
directed back to our servers.
We then lookup where the link originally pointed to and redirect the user to that
URL with an additional value on the query string. That value helps us to uniquely
identify the user and the specific campaign that they received.
The additional tracking value is then captured by the target website and stored in
a cookie so that it can be sent back to Communicator when the user completes the
desired action.
The Setup
To set up conversion tracking we recommend one of two ways, a standard setup
or using Google Tag Manager.
You only need to use one of these two options to setup conversion tracking.
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Standard Setup To manually hook Conversion Tracking into your website, two snippets of code
must be added to the relevant pages. These script blocks can be inserted
anywhere between the opening and closing <body> tags.
Figure 1 below shows the code to be added to all inbound pages. An inbound page
is a page on the target website that was linked to from an email in Communicator.
This script stores the tracking value passed in the query string.
As an alternative to adding this script on each individual inbound page, this could
be added on the global template of your website.
Figure 1 Inbound Tracking Script To be placed on your website
<script src="//az692189.vo.msecnd.net/scrpt/ct.js"
type="text/javascript"></script>
<script type="text/javascript">
cc_Duration = 10; /* Default is 30 days if omitted*/
/* ... Set other variables here if required (see documentation)*/
ProcessInbound();
</script>
Figure 2, 3 and 4 below show the 3 different tracking scripts available (Purchase,
Download and Form Completion). The relevant script must be added to the pages
from which you'd like to track conversions in order for this to be sent back to
Communicator. Take care to ensure you use the correct snippet for the type of
Conversion Tracking you wish to use.
A table of possible parameters can be found in the JavaScript Variable Reference
section later in the document. Client ID must be supplied at all times and tracking
will not work if it is omitted.
Figure 2 Purchase tracking script To be inserted on your website
<script src="//az692189.vo.msecnd.net/scrpt/ct.js"
type="text/JavaScript"></script>
<script type="text/JavaScript">
cc_ClientId = <Insert your Client ID here>;
cc_Amount = <Insert the conversion amount here>;
/* ... Set other variables here if required (see documentation)*/
ProcessPConversion();
</script>
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Figure 3 Download tracking script To be inserted on your website
<script src="//az692189.vo.msecnd.net/scrpt/ct.js"
type="text/JavaScript"></script>
<script type="text/JavaScript">
cc_ClientId = <Insert your Client ID here>;
/* ... Set other variables here if required (see documentation)*/
ProcessDConversion();
</script>
Figure 4 Form completion tracking script To be inserted on your website
<script src="//az692189.vo.msecnd.net/scrpt/ct.js"
type="text/JavaScript"></script>
<script type="text/JavaScript">
cc_ClientId = <Insert your Client ID here>;
/* ... Set other variables here if required (see documentation)*/
ProcessFConversion();
</script>
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Conversion Tracking Code Examples Purchase Conversion Tracking Code Examples
The below example uses the Purchase Conversion Tracking script and will submit a
value of EUR 9.69 with a reference ID of 52289 to Communicator. Throughout
these examples the values used on the right should be programmatically inserted
by your website i.e. through a reference to a variable which holds the required
value.
Figure 5 Purchase Conversion Tracking Script - Example 1
<script src="//az692189.vo.msecnd.net/scrpt/ct.js"
type="text/JavaScript"></script>
<script type="text/JavaScript">
cc_ClientId = 1234;
cc_Amount = 9.69;
cc_Currency = "EUR"
cc_ReferenceId = "52289"
ProcessPConversion();
</script>
The next example uses the Purchase Conversion Tracking script and will submit a
value of GBP 14.32. GBP is the default currency and used automatically even
description of Running Shoes and a reference ID of 8599778:
Figure 6 Purchase Conversion Tracking Script - Example 2
<script src="//az692189.vo.msecnd.net/scrpt/ct.js"
type="text/JavaScript"></script>
<script type="text/JavaScript">
cc_ClientId = 6552;
cc_Amount = 14.32;
cc_ReferenceId = "8599778"
cc_Category = "footwear"
cc_Description = "Running Shoes"
ProcessPConversion();
</script>
Should many references, categories or descriptions be passed to Communicator,
we recommend surrounding the entire string in quotes with a comma between
each value.
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Download Conversion Tracking Code Examples
The two examples below show the Download Conversion Tracking script with
different values:
Figure 7 Download Conversion Tracking Script - Example 1
<script src="//az692189.vo.msecnd.net/scrpt/ct.js"
type="text/JavaScript"></script>
<script type="text/JavaScript">
cc_ClientId = 91335;
cc_Category = "Webinar"
cc_Description = "How To Increase Subscriber Numbers Video"
/* ... Set other variables here if required (see documentation)*/
ProcessDConversion();
</script>
Figure 8 Download Conversion Tracking Script - Example 2
<script src="//az692189.vo.msecnd.net/scrpt/ct.js"
type="text/JavaScript"></script>
<script type="text/JavaScript">
cc_ClientId = 1668;
cc_Category = "Winter Offers Brochure"
cc_Description = "Winter Offer Brochure with £10 voucher inside"
ProcessDConversion();
</script>
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Form Completion Conversion Tracking Code Examples
The two examples below show the Form Completion Conversion Tracking script
with different values:
Figure 9 Form Conversion Tracking Script - Example 1
<script src="//az692189.vo.msecnd.net/scrpt/ct.js"
type="text/JavaScript"></script>
<script type="text/JavaScript">
cc_ClientId = 1591;
cc_Category = "Social Media Event"
cc_Description = "How to attract more customers using social media"
ProcessFConversion();
</script>
Figure 10 Form Conversion Tracking Script - Example 2
<script src="//az692189.vo.msecnd.net/scrpt/ct.js"
type="text/JavaScript"></script>
<script type="text/JavaScript">
cc_ClientId = 1355;
cc_Category = "Benchmark Document Download"
cc_Description = "January to June 2012 benchmark satistics"
ProcessFConversion();
</script>
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Google Tag Manager Setup To get Tag Manager to work it requires the inclusion of a code snippet on your
website, therefore the help of a developer may be required. Further developer
assistance may also be required to push the data from the website into Tag
Manager.
Once setup this data will then be available to all future integrations and tags.
To get Tag Manager and Communicator working together there are two main
steps, getting Tag Manager installed on your website and setting up
Communicator tags within Tag Manager.
You can sign up to Tag Manager for free here.
Installing Tag Manager
Before setting up tags in Tag Manager you will need a container for your website, a
container holds all of the different tags for the website. If you do not have one
already, click the three dots to expand the
context menu for the specific account and select
be asked to give your Container a name and choose the platform you will be using.
Tag Manager will then give you two snippets of code that must be added to every
page of your website. The first snippet must go as high in the <head> of the page
as possible. The second snippet must go immediately after the opening <body>
tag.
Setting Up Tags
tracking to work. The first will be included on inbound pages on your website to
begin the conversion tracking process; the second will be included on the page
representing a target or goal, typically the final confirmation page in a checkout
process.
Inbound Tag
The first tag required is the tag that starts the conversion tracking process. This is
required on each page that could be included as a link in a Communicator email. In
most scenarios this is included on every page on the website. To create the
inbound tag, follow these steps:
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1. In Tag Manager navigate to the container workspace for your website
2.
3. tor Conversion Tracking
4.
5. Enter the inbound script into the HTML box. Example code is shown below.
Figure 11 Inbound Tracking Script To be inserted into Tag Configuration
<script src="//az692189.vo.msecnd.net/scrpt/ct.js"
type="text/javascript"></script>
<script type="text/javascript">
ProcessInbound();
</script>
6.
created. If the tag should only be included on certain pages then create a
custom rule with the relevant conditions.
7.
Submission Tag and Variables
The second tag required is the one that submits a conversion, whether it is a
purchase, download or form completion. This would normally be included on the
confirmation page following the successful completion of one of the actions.
The submission tag is more complicated to configure, due to the fact that dynamic
data from the website needs to be passed back to Tag Manager and
Communicator. For each value that needs to be passed back to Communicator
(e.g. order amount, order reference or currency) you will need a variable in Tag
Manager. To create a variable, follow these steps:
1. In Tag Manager navigate to the container workspace for your website
2. -side menu
3. -
4.
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5. Under Var
type
6. Give a name for the Data Layer Variable. We recommend using the same
name from Step 4. This name will be used to reference the variable from
your website.
7.
Repeat this process to create each value that needs to be passed back to
Communicator. You may wish to create a variable for all of the following values
now for future use:
Amount
Currency
Reference ID
Category
Description
Once all required variables are set up they need to be populated with data from
your website. The following instructions assume you are using data layer variables
as per our recommendations.
The first step is to ensure that a data layer has been set up on your website by
including the following snippet above the container snippet on every page of your
website.
Figure 12 Data Layer Set Up Script To be inserted on your website
<script type="text/javascript">
dataLayer = [];
</script>
The next step is to populate the data layer in Tag Manager with values from your
website, the below snippet shows an example of how this can be done. Each value
on the left hand side must match the name of the relevant Data Layer Variable
(Refer to Step 6 of this section). The value on the right should be
programmatically inserted by your website and the snippet should again be above
the main container snippet.
Figure 13 Populate Data Layer Script To be inserted on your website (E.g. on Order Confirmation page)
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<script type="text/javascript">
dataLayer.push({
'Order Reference': 'ABCD1234',
'Order Amount': 49.99
});</script>
After setting up the data layer the submission tag can be created. To create the
submission tag, follow these steps:
1. In Tag Manager navigate to the container workspace for your website
2. Click
3.
4.
5. Enter the submission script into the HTML box. Example code is shown
below for a purchase conversion, for more in depth options please refer to
the JavaScript Variable Reference section later in this document. Please
ensure your unique client ID is used or conversion will not be attributed to
your dispatches. Each value on the left hand side must match the name of a
Communicator conversion tracking variable. The value on the right should
be the name of the relevant variable surrounded in double curly brackets
Figure 14 Submission Tracking Script To be inserted into Tag Configuration
<script src="//az692189.vo.msecnd.net/scrpt/ct.js"
type="text/JavaScript"></script>
<script type="text/JavaScript">
cc_ClientId = 1234;
cc_Amount = {{Order Amount}};
cc_ReferenceId = {{Order Reference}}
ProcessPConversion();
</script>
6. Under Triggering, click on the icon to choose a trigger and then select the
new firing rule. At least one rule will have to be setup
to get the tag to fire. If the tag should only be included on certain pages
then create a custom rule with the relevant conditions.
For example, if the rule is to fire on an order confirmation page then create
a rule where the URL contains the order confirmation page. Take care to
ensure that no other URLs within your website unexpectedly match the rule.
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7.
Publishing
Once both the inbound and submission tags have been created the container
needs publishing to make those changes live on your website. Click on Publish and
then define the version information and click Publish again.
Testing
Once published the conversion tracking integration can be tested by following a
link to your website from an email dispatched from Communicator. The dispatch
must have conversion tracking enabled. After submitting a conversion, it can take
a few minutes to appear within the dispatch statistics in Communicator.
Troubleshooting
If the conversion is not showing within Communicator, then use the information
below to try and find out why.
Cookie Creation
The first step is to ensure that the conversion tracking cookie is being created
correctly. To do this, follow a link from an email dispatched from Communicator
with conversion tracking enabled. Then, in your browser settings look for a cookie
If no cookie exists with this name then this would indicate that Google Tag
Manager is not included on the we
enabled on the dispatch or the inbound script is setup incorrectly.
Firing Tags
The next step is to ensure that the relevant tag in Tag Manager is firing on the
correct pages. To do this, within the container workspace in Tag Manager click on
message should be displayed confirming that you are now previewing the
workspace and that debug mode is enabled.
Follow a link in an email dispatched from Communicator with conversion tracking
enabled. You should now see a message displayed indicating the inbound
conversion tracking tag has fired.
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If no message is displayed, then this would indicate that Google Tag Manager is
not included on the website correctly. If a message is displayed indicating that the
tag was not fired, then this would indicate that the rules for that tag are incorrect.
Continue on the website to complete the conversion process and a message
should be displayed indicating that the submission tag has fired.
If no message is displayed, then this would indicate that Google Tag Manager is
not included on the website correctly. If a message is displayed indicating that the
tag was not fired, then this would indicate that the rules for that tag are incorrect.
Tag Assistant
If both tags successfully fire but the conversion is still not showing in
Communicator, then this would indicate the submission tag is not setup correctly.
Google provide an extension for Google Chrome called Tag Assistant that can be
used to inspect the tags from Tag Manager on a page and the data in the data
layer. Simply install the extension, complete the conversion process and open Tag
Assistant to view the data that is available on that page.
If the relevant data is not showing this would indicate a problem with populating
the data layer. If the data is showing, then this would indicate a problem with using
the variables within the submission tag.
Further Help
If you require further help please contact the Communicator support team,
providing as much detailed information as possible. To assist further, the ability to
submit a test conversion and read only access to Tag Manager may be required.
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JavaScript Variable Reference Table 1 below lists the configuration variables for the client-side code. These
variables can be inserted above the call to the tracking function to help match
your requirements.
Table 1 Configuration Values
Variable Description Details Requirement
cc_Duration Sets the expiration of the
tracking cookie in days from the
current time. Default is 30 days.
Must be called on the Inbound
tracking page.
The value
should not be
surrounded
with quotes.
All
Conversions
(optional)
cc_DebugMode Setting this value to true
enables alerts to display during
the tracking process.
Can help with debugging.
Must be either true or false,
default is false.
Values must
be in lower
case.
The value
should not be
surrounded
with quotes.
All
Conversions
(optional)
cc_CrossDomain Cross sub domain conversion
tracking is possible by simply
setting the cc_CrossDomain
variable. e.g. cc_CrossDomain =
This functionality is useful for
those clients who have a thank
you page on a separate sub
domain to their inbound landing
page. For example, you may
have an inbound script on
http://shop.mysite.com and a
Please
remember the
full stop
before the
domain.
Ensure the
value is
surrounded
with quotes.
All
Conversions
(optional)
Conversion Tracking Implementation Guide Page 18 of 20 February 2017
Variable Description Details Requirement
thank you page on
http://buy.mysite.com.
Note: You are unable to use
conversion tracking on entirely
separate domains. This will only
work on different sub domains
only.
Table 2 lists the available data variables. Some are required for specific types of
tracking where others are optional and can be used to enhance the data that is
captured.
cc_ClientId is required for all tracking and must be supplied for tracking to work.
Table 2 Data Variables
Variable Description Details Requirement
cc_ClientId Your unique Client ID. Integer value.
Should not be
surrounded
with quotes
All
Conversions
(required)
cc_Amount Specifies an amount in a
purchase conversion and
should not include currency
symbols
e.g. cc_Amount = 30.99.
Decimal
value.
Should not be
surrounded
with quotes.
Purchase
Conversion
(required)
cc_Currency Specifies the currency in a
purchase conversion.
Default is GBP.
Should be
surrounded
with quotes. 3
characters
max.
Purchase
Conversion
(required)
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Variable Description Details Requirement
cc_ReferenceId Allows a reference number to
be assigned to the tracking, an
Order ID for example.
e.g. cc_ReferenceId =
Text or
numeric
values.
256
characters
max.
This value
should be
surrounded
with quotes.
All
Conversions
(optional
although
advised)
cc_Category Allows a category to be
assigned to the tracking.
Text or
numeric
values.
256
characters
max.
This value
should be
surrounded
with quotes.
All
Conversions
(optional)
cc_Description Allows a description to be
assigned to the tracking.
Text or
numeric
values. 1024
characters
max.
This value
should be
surrounded
with quotes.
All
Conversions
(optional)
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Conversion Tracking Security Every effort has been made to make our Conversion Tracking as secure as
possible. Because the client ID has the potential to be viewed by others it is also
stored within the encrypted tracking value and then compared to ensure only
legitimate conversions are tracked.
happen if a user refreshes the page with the Conversion Tracking code on (such as
a purchase confirmation page). The result is that no duplicate entries are recorded
within a 4-minute period.
For further help, information and guidance please contact the Communicator
Support Team on 0844 870 8974 or via [email protected].