Conversion Tracking

Caution: the deprecation of third-party cookies affects conversion tracking. For tracking to work after the third-party cookie changes, you should:

  • Use a delegated domain that is a sub-domain of your website for both the link in the email and in the website.

Note: This is an on-demand feature. If you would like more information about this feature, contact your account manager.

If you tag a webpage, the conversion tracking feature tracks and reports on your website activity as a response to email marketing.

When a recipient clicks on a link within your email campaign, Adestra creates a cookie for that contact. This cookie will be recognised by any tagged pages within your website and will generate a response back to Adestra with the relevant contact details.

Tip: a cookie is a small piece of text that identifies the contact's computer and can be stored for future reference. You can adjust the duration a cookie is stored for to suit your requirements. Cookies can also be disabled.

Conversion tracking is most commonly used to record contact purchases, but can also be used to track form submits, values, discount codes and other completed or abandoned processes as a response to a conversion.

Any data that is generated by a conversion is presented in the conversion report. This allows you to record your website's performance and client response rates to measure the success of campaigns and ROI.

Tagging a webpage

To track a webpage, you need to insert an image tag into the HTML of the relevant page, ideally near the bottom. You can insert tags into as many web pages as necessary. The tag will need to contain:

  • Your specified domain, e.g. adestra.com,

    Note: conversion tracking will only work if the domain within the image tag is the same domain you define in the campaign options.
    Caution: Third-party cookie deprecation may result in blocked cookies if your delegated domain is not a sub-domain of your website for both the link in the email and in the website.
    Tip: All delegated domains include an SSL Certificate should you wish to use conversion tracking through a secure SSL page.

  • The tracking tag syntax, i.e. ?tag=, and

  • The string you want to appear in your conversion report, e.g. purchase.

Example:<img src="https://example.adestra.com/v/?tag=purchase">

To record additional data, you can include optional parameters in your tag, e.g.

  • value -for when you are recording transactional data.
  • quantity - for processes that involve multiple buys or downloads.
  • order - for transactional processes where visitors may be given order numbers which can be recorded.
  • cache_time - the number of minutes to request the browser caches the conversion tag image. This can be used to prevent duplicate conversions caused by users hitting back buttons or refreshing pages. If omitted, no caching headers will be sent.
Example:<img src="https://example.adestra.com/v/?tag=purchase&quantity=11&value=1111.00">

The tag will extract the specified data from the contact's cookie, previously created by clicking the email campaign link, and feed that data back to Adestra for inclusion in the campaign's conversion report.

If you need further help with setting up conversion tracking, contact Adestra Customer Support.