Conversion Tracking in Marketing Cloud Engagement | Email Studio

Conversion data from emails sent via Email Studio is acquired and verified through the following process.
Of these steps, 1) and 5) are the responsibility of Marketing Cloud Engagement (MCE), while 3) and 4) are the responsibility of your website.

Conversion Acquisition Process

• Setting and Sending Conversion Links in Emails: In MCE, configure conversion links (links with the conversion="true" tag) in the target email and send it to subscribers. MCE automatically appends necessary information for conversion measurement (e.g., Job ID, subscriber information) as URL parameters to these links.
• Link Click (Subscriber Action): The email recipient clicks the conversion link, which includes the URL parameters configured in step 1.
• Retrieving and Passing URL Parameters: On your website, which the subscriber is redirected to, retrieve the URL parameter information from step 1. If necessary, implement a process to pass these parameters to the conversion page.
• Conversion Action and Data Transmission: When a subscriber performs a conversion action on your website (e.g., completes a purchase), the conversion tracking pixel (usually an <img> tag) embedded on the conversion page is triggered. This pixel, along with the parameters passed in step 3, sends information to MCE, and MCE records the conversion.
• Confirming Conversion Data: Use the Tracking screen in Email Studio or the "Tracking Extract" data extract activity in Automation Studio to confirm the recorded conversion data.

FAQ

Q: How do I add a conversion link to a URL in an email (as per step 1)?
A: Add it using one of the following methods:
- When inserting a landing page link into an email, select the [Conversion Tracking Link] checkbox.
- For HTML paste emails, add the conversion="true" attribute to the <a> tag.

Insert the Link in Your Email


Links configured using the above methods will have the parameters described in the following article appended to them. Please also refer to this article for the parameter values and their meanings.

Landing Pages for Conversion Tracking


Q: Are there implementation samples for the website-side tasks (steps 3 and 4 in the process above)?
A: Basic code samples are available on Salesforce Help. You can use these for purposes such as verifying the series of operations.

Conversion Tracking Code Samples


However, it is not always necessary to implement these samples exactly as they are on your actual website. There are various approaches to parsing, retaining, and passing URL parameters, such as extracting URL parameters with JavaScript and temporarily storing them in session storage or cookies, using hidden form fields, or passing them as URL parameters to subsequent pages.

The specific implementation method will vary depending on your website's structure and development policies. Therefore, please consult your company's website development team for details. Please be aware that MCE support cases do not cover the provision of specific sample code tailored to such implementations or detailed reviews of your code.
Examples of inquiries that fall under this category include:

• Implementation examples for passing URL parameters included in an email link through to the point of conversion.
• Implementation examples for JavaScript or other client-side scripts that issue an HTTP request to MCE when a conversion event occurs.

Q: How can I check conversion data (as per step 5 in the process above) using a Data Extract Activity?
A: You can check it using the following method. Follow these steps:

1. Open Automation Studio and create or edit a Data Extract Activity.
2. For Extract Type, select Tracking Extract.
3. From the tracking information to be extracted, check the box for Extract Conversions.
4. For the File Naming Pattern, specify the output file name with a .zip extension (e.g., ExtractData.zip).
5. Next, place a File Transfer Activity in a subsequent step and select Move file from Safehouse.
6. In the File Transfer Activity’s File Naming Pattern, enter the file name specified in step 4.
7. For the Destination, select an arbitrary file location (e.g., an Enhanced FTP site).
8. After running the automation, check the specified destination and confirm the conversion data from the Conversions.csv file within the output ZIP file.