© 2009 Eyeblaster. All rights reserved Presented by: Geoffrey King ● Sales Engineering APAC ●...

© 2009 Eyeblaster. All rights reserved

Presented by: Geoffrey King ● Sales Engineering APAC ● September 2009

Tracking Conversions

© 2009 Eyeblaster. All rights reserved

Agenda

• What are Conversions and Conversion Tracking?

• How Does it Work?

• Creating Conversion Tags

• Generating and Implementing Conversion Tags

• Eyeblaster Universal Tags

• Master Conversion Tags

• Reporting

• Closing Remarks & Glossary

© 2009 Eyeblaster. All rights reserved

What is a Conversion?• Historically the number of visitors a website received was

used as the success metric of a marketing campaign

• However, a marketing campaign is fairly useless if it generates many visitors who do not perform the desired actions

• A conversion occurs when a visitor changes from a looker into a buyer by taking an action or behaviour you consider valuable

• This action or behaviour might be a page view, signup, lead or purchase

© 2009 Eyeblaster. All rights reserved

What is Conversion Tracking?• Conversion tracking is a form of website analytics that

measures the success of a campaign at directing a user to a website and tracking if they take the desired action or behaviour

• Tracking occurs by placing dedicated tags for each action or behaviour on the advertisers website before the campaign starts

• There are two types of conversion tags;1. Counter Tags: count the number of times a user has visited

a certain page

2. Sales Tags: track how many items a user purchased and the total spending amount. These tags are typically placed on the Thank You page after a transaction is completed

© 2009 Eyeblaster. All rights reserved

How Does We Track Conversions?

1. Ad Displayed to User

2. Cookie Written to the Users Browser

Containing Ad Information

3. If a Click Occurred Update the Cookie

4. Advertisers Site is Reached

5. Conversion Tag Reached

6. User Cookie and Conversion

Information sent to Eyeblaster

7. Check if a Conversion Occurred

8. Record Conversion

Random Guy: What do you

Check?

EB: Exposed to an ad belonging to the

advertiser?

EB: Within cookie window?

EB: Within frequency cap?

TAG TYPE INFORMATION

All o Conversion tag IDo Ad last seen and when it was seeno If the ad had been clicked

Counter o Frequency capping informationo Optional: Session ID, Custom Variable(s)

Sales o Quantity of items purchasedo Revenueo Optional: Order ID, Product ID, Product Information, Custom Variable(s)

© 2009 Eyeblaster. All rights reserved

Cookie Window• The Cookie Window setup on the account also influences

if a conversion shows in the reports or not

• The Cookie Window is the maximum time interval between an impression/click and a conversion in which the conversion will still be attributed to the ad

• This length of time can be set on the account setting under the Eyeblaster Analytics Settings

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Is it quick and easy to setup?

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Creating Conversion Tags

• Created easily within the Eyeblaster platform

• Create in bulk using the Export Conversion Tag feature

• Some of the lesser known features;

Counter Tags

Select HTTP or HTTPS protocol, depending on the

page that tags will be placed

Frequency controls the counting• Every time: always count a conversion• 24 hours: counts one conversion per 24 hour period, ignoring multiple conversions for the one user• Session: counts a conversion per browser session. Multiple conversions for the one user in one session will only count once

Assign a dollar value every time this

conversion occurs

© 2009 Eyeblaster. All rights reserved

Creating Conversion Tags

• Created easily within the Eyeblaster platform

• Create in bulk using the Export Conversion Tag feature

• Some of the lesser known features;

Sales Tags

Select what data should be collected;Transactions: indicated that only the actual buy is recordedNumber of items: number of items purchased is also recorded

© 2009 Eyeblaster. All rights reserved

Generating and Implementing

Conversion Tags

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Generating Code

Key Features;

• Supports HTML and Flash websites;HTML: JavaScript, IFRAME

Flash: Action Script 1-3

• Generate one tag at a time or in bulk

• Email the tags straight to a person or export to Excel

© 2009 Eyeblaster. All rights reserved

Implementing Code

• To track conversions the code needs to be placed on the page or in the flash application

• It should be placed between the <body> tags with the HTML version of our code, or pasted into the appropriate place in your flash page

• Where it is placed on the page can influence the number of conversions we count;

Top of the page: we count the conversion immediately on page load

Bottom of the page: only after the page loads will we count the conversion

See an example page at: http://demo.eyeblaster.com/geoffrey/kb_conversion/

© 2009 Eyeblaster. All rights reserved

Implementing Code

• Any dynamic parameters in the code need to be replaced with the actual value when the user converts

• For example in a sales tag the [Revenue] parameter should be replaced with the actual value of the sale

• Some of the dynamic parameters are optional so can be left out such as [Quantity], [OrderID] and [ProductInfo]

• Note: The generated

code contains

instructions at the top

OrderID: is special in that if it is implemented, we will automatically count each conversion once per session per Order ID

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Implementing CodeGenerated Code Updated with Values

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Implementing Code – Custom Variables

• Sometimes advertisers would like to collect additional information from a conversion

• For example they would like to collect the postcode of the converting user

• Possible by making some small changes to the tagThe total size of the URL (including all parameters) must be less than 2024 characters

© 2009 Eyeblaster. All rights reserved

Eyeblaster Universal Tags

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Unify the data, understand the journeyone tag

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Eyeblaster Universal Tags (EUT)

Key Features;

• Up to fifteen 3rd party conversion tags can be added to a single conversion tag

• Image or JavaScript tags can be used

• Variables from the advertisers page or Eyeblaster can be sent to the 3rd-party (Ad ID, Placement ID, Click, $)

• Supports de-duplication: only the 3rd-party responsible is notified

• Supports de-duplication rules;Last entry in path (impression/click)

Give precedence to clicks over impressions

Last click in path (disregard Impressions)

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MasterConversionTags

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The Problem

• Some advertisers use localisation in their sites

• When running campaigns, all the local campaigns are setup in the local agency accounts but the ads all lead users to the same physical page

• If conversions are required would you create a conversion tag in each account and

add them to the exact same

page?

• Imagine you had 20

tags on the one page

this would almost certainly slow

the page load!

Sony Ericsson homepage

(http://www.sonyericsson.com/cws/home?

lc=fr&cc=fr)

Sony Ericsson campaign running on

French agency

Sony Ericsson campaign

running on UK agency

Sony Ericsson campaign

running on SG agency

© 2009 Eyeblaster. All rights reserved

The Solution: Master Conversion Tag

• A single Eyeblaster conversion tag which has one or more other Eyeblaster conversion tags attached to it

• Enables placing this single Master Conversion Tag on the advertiser page, while recording conversions on multiple conversion tags in all local accounts

Tag 1 (Master)

Tag 2 (Attached, Agency A)

Tag 3 (Attached, Agency B)

Tag 4 (Attached, Agency C)

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How Does it Work?

The conversion is attributed to the advertiser (campaign) which had the last viewed ad

The server checks which advertisers are attached to the master tag (and the master tag advertiser)– and checks which ad of those advertisers was viewed last

A call is sent to our servers with all the information in the users cookie

A user browses to the page with a master conversion tag implemented

Only the master tag code is generated and put on the advertiser page

• Only a single conversion is ever attributed

© 2009 Eyeblaster. All rights reserved

Reporting

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Reporting

• We have several reports purely focused on conversions including;

Conversion Summary

Conversion Details

Conversion Comparisons

Channel Connect 4 Search (not discussed in this presentation)

• ROI reports can also be relevant;ROI Summary

• Custom Reports;Post Click Activity Raw Data

© 2009 Eyeblaster. All rights reserved

Conversion Summary Report

• Provides information about the conversions a campaign has received with conversions shown in columns

• Key metrics you will find include the breakdown of post-impression and post-click conversions, latency, CPA (if media costs exist), revenue (if using sales tags or fixed cost in counter tags) and the exact conversions per conversion tag

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Conversion Details Report

• Provides information about the conversions a campaign has received with conversions shown in rows

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Conversion Comparison Report

• Allows you to compare data about conversion by conversion tag name

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ROI Summary Report

• Designed to provide data about your campaigns’ return on investment performance (not just conversions)

• Some of the key metrics you will find include the breakdown of post-impression and post-click conversions, latency, CPA (if media costs exist), revenue (if using sales tags)

© 2009 Eyeblaster. All rights reserved

Post Click Activity Raw Data Report

• Contains all the additional variables and custom variables gathered by conversion tags

• This data is only captured if enabled for the advertiser by Tier2 prior to activity starting

• This report can be accessed through certain accounts like Eyeblaster Reporting Int

• Some of the key metrics you will find include the P2C, Revenue, quantity, Order ID, Timestamps

© 2009 Eyeblaster. All rights reserved

Closing Remarks

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Improvements in MediaMind

• Ability to select and save what type of tag is generated (HTML, IFrame, Action Script 1/2 or 3)

• Setup alerts to be sent to you if the number of conversions for tag drops below a threshold you set (e.g. 10 conversions per week)

• Status of conversion tags (Is Live, Has Conversions)

• Categorisation of conversion tags into groups to help with analysis when reading reports

• Report filtering based on campaign assignment

© 2009 Eyeblaster. All rights reserved

FAQQ: Can a conversion be recorded when a button is clicked?

A: Yes, by using a JavaScript function to call the conversion tag on click

Q: Can custom variables be stored on a conversion page?

A: Yes, both counter and sales conversion tags can store additional custom variables from the advertisers website and accessed through the custom raw data report

Q: Can custom variables be passed to a third party conversion tag?

A: Yes, any custom variables implemented correctly can be passed to the third party conversion tag

© 2009 Eyeblaster. All rights reserved

Thank youAdditional Information• Eyeblaster Training Zone• Eyeblaster Help Files• Marketing Portal (case

studied, presentations, research and more)