How to Manage and Install Conversion Tracking for Programmatic, Native and Beyond
With all the effort you put into building your creatives and running your ad campaigns, you want to be sure you can accurately track and measure the performance of your campaigns, and ensure you’re getting the ROI you expect from your ad dollars.
This is why conversion tracking is one of the most important aspects of your programmatic campaign, whether that’s to track sales, leads, or mobile installs. But if you’re just starting your marketing efforts, where do you start? We’ve got the 101 on conversion tracking here.
What does conversion tracking do?
Conversion tracking allows you to track a customer who has clicked or interacted with your ad in some way. Sophisticated conversion tracking can help you trace the path a customer has taken from ad click, to the pages they visit on your site, to finally the end-goal you want that user to take—-whether that’s buying a product, signing up for a newsletter, installing an app, or even calling your business.
It gives you a detailed view into the common behaviors on your website or app, so you can also potentially make optimizations—either to your ad campaigns and creatives or to your site itself, to better improve the performance metrics you want to see.
How do I create a conversion tracking pixel?
In order to track custom conversions, you’ll need to install a tag on your site—but tools like the Logiq Digital Marketing platform make it straightforward and easy for businesses of any size.
When you log into the platform, you’ll see the Conversions tab under the “Tag” section. Here you can customize the conversion you want to track so you can easily then report on it later in the “Insights and Analytics” section.
To add a custom conversion tracker to a tag, you will need to enter the following information:
- Conversion Name: Specify a name for the conversion event. Metrics will be associated with this conversion name in the LDM reporting dashboard.
- Target Keyword: Enter the keywords or phrases that match what the platform should look for. For example:
- To track conversions for users that view one of several shopping cart pages that have different URLs but all contain the word ‘shopping_cart’ in the URL, then use Match Type ‘CONTAINS’ and enter ‘shopping_cart’ in the Target Keyword field.
- To track conversions for users that land on a specific appointment confirmation page, use match type ‘EXACTLY’ and enter the whole URL in the Target Keyword field, like ‘https://mysite.com/page/appointment_confirmation’
- Value: The monetary value to you of a conversion event of this type. If five matched conversion events occur in a day each with a value of $5, and an additional $10 event occurred that day as well, then your reporting will indicate $35 worth of matched conversions that day.
Within the platform, you can even add multiple conversion events to a single tag, like shown here:
How Do I Install A Conversion Tracker?
After configuring your conversion parameters and saving, the tag you need for your site will be automatically generated in the “Tags” section. If you use Google Tag manager on your site, you can also click that button so it’s specially formatted and ready to be pasted there.
Once you save everything, you can place this tag on your site (yourself or via a tag manager) or on the pages to be tracked so that the platform can accurately collect and report data
How to Run a Real-Time Report on Conversions
Once the tag has been in place and you’ve been running campaigns, it’s easy to run real-time reports tracking your performance. Simply enter the “Insights & Analytics” section and add a graph. Then you can select “Matched Conversion” or “Matched Conversion Value,” and choose any filters you want to include (like Country, Advertiser, or Device), and select the date range you want to report on. Then you can save and see exactly how well your campaign has performed, and make any adjustments as needed.
Looking for help in getting your conversion tracking started or installed? Contact us at [email protected] and we can walk you through, or set it up for you!
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