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Conversion Pages
Set up your conversion pages in Email Studio to track click-through data at a deeper level.
When a subscriber clicks through your landing page to a page where you want to capture data about the subscriber's activities (such as purchases made), that destination page known as the conversions page must do the following:
- Either accept the parameter values from the landing page or retrieve these values from a cookie.
- Build an XML string with the data you want to return to the system.
- Use an image tag to capture the conversion and return the XML string to the system. This image tag can be added to any page on your website, to track hits from the landing page to other pages.
XML String
Use the following tags in the XML string, which your conversions page returns to the system:
| XML Tag | Description |
|---|---|
| <action> | Required tag that must contain the value conversion. |
| <BatchID> | Required tag containing the triggered send batch ID, which was passed from the system to the landing page via the jb parameter. If you’re using conversion tracking together with interactions, this tag is required. If you’re using conversion tracking without interaction, this tag is recommended but optional. |
| <conversion_link_id> | Required tag containing a unique numeric identifier for this conversions page. Every conversions page that is passing data to the system by a unique number. |
| <data> | Optional tag for passing transactional data about the subscriber's activity on the conversions page. This tag must contain the following options, with the values enclosed in quotation marks:
Sample syntax for this tag: |
| <data_set> | Wrapper for the optional set of <data> tags. |
| <display_order> | Required tag containing a number that represents the order in which the conversions page is displayed in the Conversions Tracking. |
| <sub_id> | Required tag containing the subscriber ID that was passed from the system to the landing page via the sub_id parameter. |
| <email> | Required tag containing the subscriber email address that was passed from the system to the landing page via the e parameter. This tag can contain a blank value. If multiple subscribers in the account have the same email address value, enter a blank value for email address. |
| <job_id> | Required tag containing the job ID that was passed from the system to the landing page via the j parameter. |
| <link_alias> | Required tag containing the name to be displayed in the tracking information for this conversions page. Sample syntax for a conversions page that you want to identify as Products page: |
| <list> | Required tag containing the list ID followed by an underscore and the type of email, HTML, or text, for this subscriber that was passed from the system to the landing page via the l parameter. |
| <member_id> | Required tag containing the member ID that was passed from the system to the landing page via the mid parameter. |
| <original_link_id> | Required tag containing the ID of the URL the subscriber clicked in the email, which was passed from the system to the landing page via the u parameter. |
| <system_name> | Required tag that must contain the value tracking. |
Here’s an example of an XML string.
<system>
<system_name>tracking</system_name>
<action>conversion</action>
<member_id>20496</member_id>
<job_id>162951</job_id>
<email></email>
<sub_id>91428539</sub_id>
<list>84560_HTML</list>
<original_link_id>3531372</original_link_id>
<BatchID>36</BatchID>
<conversion_link_id>1</conversion_link_id>
<link_alias>Tennis Ball Product Display Page</link_alias>
<display_order>3</display_order>
<data_set>
<data amt="100" unit="Dollars" accumulate="true"/>
</data_set>
</system>| Examples | Description |
|---|---|
| Image Tag | To track hits to your conversions page, you add the image tag to those pages. Also, you can insert the image tag on any other page you want to track as well (pages to which a user has navigated from links in your email or on your landing pages). Be sure to include the image tag only if the user who has navigated to the page entered your site through the email link. Here’s the basic syntax to use for your image tag: This example is for the S1 instance. For other instances, use the string click.s#.exacttarget.com instead of click.exacttarget.com. Replace s# with the instance you are on for click.s#.exacttarget.com. For example, if you are on S4 use click.s4.exacttarget.com. |
| Example with No Transactional Data Included | Here’s an example of simply recording that a subscriber visited the conversions page, with no additional data passed in the <data_set> tags: |
| Example with Transactional Data | This example includes transactional data recorded on the conversions page. Wrap the URL in single quotes. |
