Conversion Tracking

What is Conversion Tracking ?

A conversion is any meaningful interaction with a product gained from marketing .That can mean a visit to a business’ home page, a like on Facebook, or even a viewing of a single product page. Though you might be tempted to narrow their definition of conversion to something like verified sales or app downloads, by broadening the definition, you can look at big picture trends and make significant marketing moves with legitimate data to back up your efforts.

How Conversion Tracking Can Help Drive Sales ?

With the power of conversion tracking, you can figure out where traffic is heading and where to focus hard and soft sales pitches.

Tracking conversions and analyzing data itself won’t increase sales overnight, but it can lead to smarter marketing decisions. You will be able to identify which keywords and search queries generated the conversions and know where to focus your future campaigns, which will increase sales over time. In addition, you can use that data to measure the effectiveness of your offline sales efforts.

Conversion Tracking With Google AdWords

One of the simplest tools that you can use to get started with conversion tracking is Google’s AdWords. This tool allows you to measure custom-defined conversions with individually generated code that can be tacked onto virtually any page. Once set up, you can begin analyzing trends immediately and find ways to optimize the areas where conversion is highest. You can also find new directions for areas in which conversions are sluggish. The Online Marketing Institute notes that the AdWords tool tracks conversions that happen within 30 days of the initial ad click, so customers that take longer than 30 days to convert will not be tracked. You’ll need to examine other data to make sure nothing is getting lost.

Conversion tracking is a vital part of any SEM campaign. Information gleaned from tracking click-through rates and online interactions can help boost ROI and increase sales because you’re able to make more informed choices with plenty of information to back up your decisions.

Step 1: It will be look like the following code:

<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = 881213192;
var google_conversion_language = "en";
var google_conversion_format = "3";
var google_conversion_color = "ffffff";
var google_conversion_label = "w9hbCMWvnGcQiP6YpAM";
var google_conversion_value = 1.00;
var google_conversion_currency = "USD";
var google_remarketing_only = false;
/* ]]> */
</script>
<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt="" src="//www.googleadservices.com/pagead/conversion/881213192/?value=1.00&currency_code=USD&label=w9hbCMWvnGcQiP6YpAM&guid=ON&script=0"/>
</div>
</noscript>

Step 2: Replace the Conversion Value.

<!-- Google Code for Purchase Conversion Page -->
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = 881213192;
var google_conversion_language = "en";
var google_conversion_format = "3";
var google_conversion_color = "ffffff";
var google_conversion_label = "w9hbCMWvnGcQiP6YpAM";
if {%%ORDER_ID%%}
{var google_conversion_order_id = "%%ORDER_ID%%";}
var google_conversion_value = %%ORDER_AMOUNT%%;
var google_conversion_currency = "USD";
var google_remarketing_only = false;
/* ]]> */
</script>
<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt="" src="//www.googleadservices.com/pagead/conversion/881213192/?value=%%ORDER_AMOUNT%%&currency_code=USD&label=w9hbCMWvnGcQiP6YpAM&guid=ON&script=0"/>
</div>
</noscript>

Step 3: Add this code in the shopify admin panel. Go to Settings > Checkout. In the Checkout Setting at the bottom you can see the Box with the Heading

Breadcrumbs

What are Breadcrumbs?

A breadcrumb or breadcrumb trail is a graphical control element frequently used as a navigational aid in user interfaces and on web pages. It allows users to keep track and maintain awareness of their locations within programs, documents, or websites.

Google also likes to display breadcrumbs in its search results. This is as extra green links after the domain name. Google tries to find these breadcrumb links on websites so they can use them. This example contains breadcrumbs indicating the category and subcategory pages related to a product.

why are breadcrumbs necessary?

You might have heard the term ‘Breadcrumb Navigation’ and even seen it on many websites.

Breadcrumbs are equally beneficial to the search engines as they are to users. They provide logical access to all the inner and outer pages of your site, a practice highly favored by search engines.

Breadcrumbs serve two purposes. From a visitor’s point of view, they visually help identify exactly where on the website they are. They also help search engines like Google better index your website and make hierarchical sense of your website structure, enabling structured data and improving your site’s internal linking structure.

Breadcrumb Benefits

  • Visitors take fewer steps when navigating from section to section.
  • Breadcrumbs clarify site navigation that shows visitors where they are on a site’s hierarchy of pages without having to examine the comparatively less semantic URL structure.
  • Breadcrumbs use space effectively.
  • 3 Types of Breadcrumbs You Should Know About

    1. Location-based Breadcrumbs

    Also known as hierarchy-based breadcrumbs, they are the most common type of breadcrumbs. They represent the structure of the page and help users to understand the site’s multiple level hierarchy for better navigation.

    Location-based breadcrumbs are convenient for showing the site’s structure to visitors who have entered a deep page in the site from external sources.

    2. Attribute-based Breadcrumbs.

    These breadcrumbs explain the relationship of products to one another and help visitors to find a new approach. They show a list of attributes which the user previously selected.

    You often see the simultaneous use of two breadcrumbs types: at the beginning, there are location-based links, followed by attribute-based links, which appear when you use filters, for instance.

    It usually looks like “Home > Product category > Color> Size > Shape”.

    3. History-based or Path-based Breadcrumbs

    History-based breadcrumbs provide the visitor with the path they have followed through the site.

    Basically, it looks like this: Home > Previous page > Previous page > Previous page

    Breadcrumb Microformats in Bigcommerce (Blueprint/Legacy Theme):

    Please follow the steps:

    Step 1: Open Panels/Breadcrumb.html file in theme editor and Use this:

    Before Implementation of Breadcrumb Microformats, code will be look like the following:

    <div class="Block Moveable Panel Breadcrumb" id="Breadcrumb">
        <ul>
            <li>
                <a href="%%GLOBAL_ShopPathNormal%%/">
                    %%LNG_Home%%
                </a>
            </li>%%SNIPPET_Trail%%
        </ul>
    </div>

    After Implementation of Breadcrumb Microformats, code will be look like the following:

    <div class="Block Moveable Panel Breadcrumb" id="Breadcrumb">
        <ul itemscope itemtype="http://schema.org/BreadcrumbList">
            <li itemprop="itemListElement" itemscope itemtype="http://schema.org/ListItem">
                <a href="%%GLOBAL_ShopPathNormal%%/" itemprop="item">
                    <span itemprop="name">%%LNG_Home%%</span>
                </a>
            </li>%%SNIPPET_Trail%%
        </ul>
    </div>​

    Step 2: Open Snippets/BreadcrumbItem.html file in theme editor and Use this:

    Before Implementation of Breadcrumb Microformats, code will be look like the following:

    <li>
        <a href="%%GLOBAL_CatTrailLink%%">
            <span>%%GLOBAL_CatTrailName%%</span>
        </a>
    </li>​

    After Implementation of Breadcrumb Microformats, code will be look like the following:

    <li itemprop="itemListElement" itemscope itemtype="http://schema.org/ListItem">
        <a itemprop="item" href="%%GLOBAL_CatTrailLink%%">
            <span itemprop="name">%%GLOBAL_CatTrailName%%</span>
        </a>
    </li>​

    Step 3: Open Snippets/ProductBreadCrumb.html file in theme editor and Use this:

    Before Implementation of Breadcrumb Microformats, code will be look like the following:

    <ul>
        %%GLOBAL_BreadcrumbItems%%
    </ul>
    
    <p>After Implementation of Breadcrumb Microformats, code will be look like the following:</p>
    
    <ul itemscope itemtype="http://schema.org/BreadcrumbList">
        %%GLOBAL_BreadcrumbItems%%
    </ul>

    Step 4: Open Panels/CategoryBreadCrumb.html file in theme editor and Use this:

    Before Implementation of Breadcrumb Microformats, code will be look like the following:

    <div class="Block Moveable Panel Breadcrumb" id="CategoryBreadcrumb">
        <ul>
            <li>
                <a href="%%GLOBAL_ShopPathNormal%%/">
                    <span>%%LNG_Home%%</span>
                </a>
            </li>
            %%SNIPPET_CatTrail%%
        </ul>
    </div>​

    After Implementation of Breadcrumb Microformats, code will be look like the following:

    <div class="Block Moveable Panel Breadcrumb" id="CategoryBreadcrumb">
        <ul itemscope itemtype="http://schema.org/BreadcrumbList">
            <li itemprop="itemListElement" itemscope itemtype="http://schema.org/ListItem">
                <a itemprop="item" href="%%GLOBAL_ShopPathNormal%%/">
                    <span itemprop="name">%%LNG_Home%%</span>
                </a>
            </li>
            %%SNIPPET_CatTrail%%
        </ul>
    </div>​

    Step 5: Open Panels/PageBreadCrumb.html file in theme editor and Use this:

    Before Implementation of Breadcrumb Microformats, code will be look like the following:

    <div class="Block Breadcrumb Moveable Panel" id="PageBreadcrumb">
        <ul>
            <li>
                <a href="%%GLOBAL_ShopPathNormal%%/">
                    <span>%%LNG_Home%%</span> 
                </a>
            </li>%%SNIPPET_PageBreadcrumb%%
        </ul>
    </div>​

    After Implementation of Breadcrumb Microformats, code will be look like the following:

    <div class="Block Breadcrumb Moveable Panel" id="PageBreadcrumb">
        <ul itemscope itemtype="http://schema.org/BreadcrumbList">
            <li itemprop="itemListElement" itemscope itemtype="http://schema.org/ListItem">
                <a itemprop="item" href="%%GLOBAL_ShopPathNormal%%/">
                    <span itemprop="name">%%LNG_Home%%</span> 
                </a>
            </li>%%SNIPPET_PageBreadcrumb%%
        </ul>
    </div>​

    Step 6: Open Panels/BrandBreadCrumb.html file in theme editor and Use this:

    Before Implementation of Breadcrumb Microformats, code will be look like the following:

    <div class="Block Moveable Panel Breadcrumb" id="BrandBreadcrumb">
        <ul>
            <li>
                <a href="%%GLOBAL_ShopPathNormal%%/">
                    <span>%%LNG_Home%%</span>
                </a>
            </li>
            <li>
                <a href="%%GLOBAL_AllBrandsLink%%">
                    <span>%%LNG_Brands%%</span>
                </a>
            </li>
            <li>%%GLOBAL_TrailBrandName%%</li>
        </ul>
    </div>

    After Implementation of Breadcrumb Microformats, code will be look like the following:

    <div class="Block Moveable Panel Breadcrumb" id="BrandBreadcrumb">
        <ul itemscope itemtype="http://schema.org/BreadcrumbList">
            <li itemprop="itemListElement" itemscope itemtype="http://schema.org/ListItem">
                <a itemprop="item" href="%%GLOBAL_ShopPathNormal%%/">
                    <span itemprop="name">%%LNG_Home%%</span>
                </a>
            </li>
            <li itemprop="itemListElement" itemscope itemtype="http://schema.org/ListItem">
                <a itemprop="item" href="%%GLOBAL_AllBrandsLink%%">
                    <span itemprop="name">%%LNG_Brands%%</span>
                </a>
            </li>
            <li>%%GLOBAL_TrailBrandName%%</li>
        </ul>
    </div>

Adroll Conversion Tracking

These are general instructions for dynamically passing back revenue recorded for each sale. If you work with a particular e-commerce platform, check if we have your platform listed in Platform Integrations.

AdRoll Convert

AdRoll Convert helps you retarget with people who interact with your business online.

Use AdRoll Convert to:

  • Bring back visitors who didn’t convert.
  • Run promotions.
  • Let existing customers know what’s new.
  • Grow brand awareness.
  • How it works

    It all starts with a cookie. Think of a website that you have an account with — for example, AdRoll. Have you ever noticed that once you’ve signed in, you don’t have to sign in again the next time you visit on that same browser? That’s all thanks to the magic of cookies: tiny data packets stored in your browser that turn the Internet into your Internet.

    That’s how retargeting works. When someone visits your website, your AdRoll Pixel places a cookie in their browser. As long as that cookie remains in their browser, we’ll recognize that they’ve been to your website and help you reconnect.

    Custom Currencies

    AdRoll defaults to reporting revenue values in USD. To report revenue values in a custom currency, replace “USD” with the three-letter code that represents your desired currency in the script.

    Additional considerations:

    • We can currently set up your reporting in US Dollars (USD), Euro (EUR), British Pound Sterling (GBP), Australian Dollars (AUD), and Japanese Yen (JPY).
    • If you specify a different currency for enhanced conversion tracking than what is set as your default, revenue tracked will be converted to your default currency setting based on daily exchange rates.
    • If no currency code is specified, reporting defaults to USD.
    • Adroll Conversion Tracking Code

      Step 1: Add the following code into the tag. You can add it in template files or Google Analytics Settings box as well.

      <!-- Adroll Pixel -->
      <script type="text/javascript">
          adroll_adv_id = "GTCDKW4SM5DR5AAXXBLPY4";
          adroll_pix_id = "XD3RVFRK2RDW3PVMH2SLUC";
          /* OPTIONAL: provide email to improve user identification */
          /* adroll_email = "username@example.com"; */
          (function () {
              var _onload = function(){
                  if (document.readyState && !/loaded|complete/.test(document.readyState)){setTimeout(_onload, 10);return}
                  if (!window.__adroll_loaded){__adroll_loaded=true;setTimeout(_onload, 50);return}
                  var scr = document.createElement("script");
                  var host = (("https:" == document.location.protocol) ? "https://s.adroll.com" : "http://a.adroll.com");
                  scr.setAttribute('async', 'true');
                  scr.type = "text/javascript";
                  scr.src = host + "/j/roundtrip.js";
                  ((document.getElementsByTagName('head') || [null])[0] ||
                      document.getElementsByTagName('script')[0].parentNode).appendChild(scr);
              };
              if (window.addEventListener) {window.addEventListener('load', _onload, false);}
              else {window.attachEvent('onload', _onload)}
          }());
      </script>

Universal Event Tracking

With Universal Event Tracking (UET), Bing Ads lets you can track conversion goals and create remarketing lists, all with a single tag placed in your website’s code.

After reading this training, you will understand how to:

  • Create a UET tag once in Bing Ads.
  • Add the UET tag tracking code to every page of your website.
  • Set up conversion tracking or Remarketing in Paid Search.
  • What is a Universal Event Tracking Tag?

    Universal Event Tracking (UET) is a mechanism for advertisers to report user activity on their websites to Bing Ads by installing one site-wide tag. This tag records what customers do on your website then Bing Ads starts collecting that data allowing you to track conversions (like purchases or leads) or target audiences using remarketing lists.

    The three potential statuses are available for review in the tracking status column under UET tags in Conversion Tracking:

    An Unverified status means Bing Ads has not received any user activity data from the UET tag on your website. It can take up to 24 hours for Bing Ads to verify. If you still see this status, you either have not added the UET tag tracking code to your website or there is an issue with the setup that you need to fix.

    A Tag active status means Bing Ads has seen your UET tag, but hasn’t recorded any conversions in the last 7 days. This is most likely because you either have created the goal incorrectly, have not tagged your entire website, especially the pages that have the conversion action or you don’t have any users converting on your site.

    A Tag inactive status means Bing Ads has not received any user activity data from the UET tag in the last 24 hours. If this is the case, make sure that the UET tag tracking code is still on your website, and validate with UET Tag Helper.

    UET Tag Helper is a Chrome browser extension that automatically validates Bing Ads UET tags on any webpage. The Tag Helper:

  • Validates UET tags in real-time
  • Let’s you know whether you implemented the UET tag correctly
  • Helps troubleshoot any common errors with the UET tag
  • You can install the UET Tag Helper from the Chrome web store. Simply clicking Add to Chrome and then Add extension.
  • The following updates can strengthen your campaign’s performance:

    Support for Unique conversions allows you to count conversions according to your business needs. When you are creating a conversion goal, there will be 2 options available to you for the Count property:

    • All Conversions will count all conversions that happen after a click. If you are tracking purchases as conversions, this is a good option to use.
    • Unique Conversions will count only one conversion that happens after a click. Pick this option if you want to track the number of unique leads generated on your website as a conversion.
    • All your existing conversion goals will be defaulted to All conversions. You will be able to edit those goals to update them to Unique conversions.
    • Account level conversion goals specifies if a conversion goal is at the account scope or across all accounts via the new Scope property.

      Bing Conversion Tracking Code

      Followings are the steps to add Bing code and track the revenue:

      Step1: Add the following code here:

      Login into the Bigcommerce admin panel

      Go to Advanced Settings > Web Analytics > Google Analytics

      Then Paste the following code into that box.

      <!--BEGIN: Bing Ads UET Javascript tag.-->
      <script>(function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[],f=function(){var o={ti:"13000195"};o.q=w[u],w[u]=new UET(o),w[u].push("pageLoad")},n=d.createElement(t),n.src=r,n.async=1,n.onload=n.onreadystatechange=function(){var s=this.readyState;s&&s!=="loaded"&&s!=="complete"||(f(),n.onload=n.onreadystatechange=null)},i=d.getElementsByTagName(t)[0],i.parentNode.insertBefore(n,i)})(window,document,"script","//bat.bing.com/bat.js","uetq");</script>
      <!--END: Bing Ads UET Javascript tag-->

      Step2: Now we need to track the revenue, so that’s why we will add the following event:

      <!--BEGIN: Bing Ads Conversion Revenue Value.-->
      <script> window.uetq = window.uetq || []; window.uetq.push({ 'gv': %%ORDER_AMOUNT%%});</script>
      <!--END: Bing Ads UET Conversion Revenue Value-->

      You will copy the above and add it here:

      Go to Admin panel > Advanced Settings > Affiliate Conversion Tracking.

Google Analytics

what is google analytics ?

Google Analytics is a suite of website traffic tools that helps you monitor your website traffic as well as where your traffic is coming from and lots more.

Google Analytics is a free Web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes. The service is available to anyone with a Google account. Google bought Urchin Software Corporation in April 2005 and used that company’s Urchin on Demand product as the basis for its current service.

Google Analytics features include:

• Data visualization tools including a dashboard, scorecards and motion charts, which display changes in data over time.

• Segmentation for analysis of subsets, such as conversions.

• Custom reports.

• Email-based sharing and communication.

• Integration with other Google products, such as AdWords, Public Data Explorer and Website Optimizer.

Google Analytics is geared toward small and medium-sized retail websites. The service has limitations that make it less suited to more complex websites and larger enterprises. For example, the system collects data through a JavaScript page tag inserted in the code of pages the user wants to collect data on. The page tag functions as a Web bug to gather visitor information. However, because it’s reliant on cookies, the system can’t collect data for users who have disabled them. Google also uses sampling in its reports rather than analyzing all available data.

Furthermore, some security experts have raised concerns about privacy issues in Google Analytics. Through the Google Analytics Dashboard, users can collect information on people whose websites link to social networking sites such as Facebook and Twitter.

There are a number of commercial products for enterprises that require more advanced Web analytics, including those from Omniture, Webtrends, IBM’s Cognos product line and Oracle WebCenter.

Limitations

In addition, Google Analytics for Mobile Package allows Google Analytics to be applied to mobile websites. The Mobile Package contains server-side tracking codes that use PHP, JavaServer Pages, ASP.NET, or Perl for its server-side language. However, many ad filtering programs and extensions (such as Firefox’s Adblock, and NoScript) and the mobile phone app Disconnect Mobile can block the Google Analytics Tracking Code. This prevents some traffic and users from being tracked and leads to holes in the collected data. Also, privacy networks like Tor will mask the user’s actual location and present inaccurate geographical data. Some users do not have JavaScript-enabled/capable browsers or turn this feature off. However, these limitations are considered small—affecting only a small percentage of visits.

The largest potential impact on data accuracy comes from users deleting or blocking Google Analytics cookies. Without cookies being set, Google Analytics cannot collect data. Any individual web user can block or delete cookies resulting in the data loss of those visits for Google Analytics users. Website owners can encourage users not to disable cookies, for example, by making visitors more comfortable using the site through posting a privacy policy. These limitations affect the majority of web analytics tools which use page tags (usually JavaScript programs) embedded in web pages to collect visitor data, store it in cookies on the visitor’s computer, and transmit it to a remote database by pretending to load a tiny graphic “beacon”.