Conversion tracking options for Search, Social, & Commerce
Search, Social, & Commerce can use conversion data that’s tracked in the following ways:
Adobe Advertising-tracked conversions: The advertiser inserts an Adobe Advertising conversion-tracking tag on each conversion page. The tag sends the conversion data to a tracking server. You can use either the legacy third-party pixel or the newer first-party pixel. See “Comparison of each conversion tracking method.”
Adobe Analytics conversions: The advertiser uses Adobe Analytics tracking for all conversions. This option requires an Adobe Advertising-Adobe Analytics integration. See “Adobe Analytics conversion tracking” for more information.
Google Analytics conversions: The advertiser uses the Google Analytics tag to track all conversions. See “Google Ads conversion data in Search, Social, & Commerce” for more information about the conversions that are automatically synced.
As browser cookie policies continue to become stricter, it’s important to understand your current tracking capabilities and to identify your best options for the longer term.
Tracking Method
Description
Limitations
Benefits
Recommended?
Adobe Analytics
Advertisers with Adobe Analytics for Advertising automatically import their Analytics standard and custom events to Adobe Advertising for reporting and optimization.
Safari allows only a seven-day conversion lookback, which is reset on repeat site visits during the lookback window.
Expect similar limitations in Chrome in 2024.
Seamless integration with Analytics
See paid search data in Analytics Analysis Workspace
Benefits beyond paid search
Yes
Legacy Adobe Advertising Pixel
Advertisers add legacy Adobe Advertising image or JavaScript pixels to their conversion pages. The pixel fires when a user who clicked an ad reaches the page. This method relies on third-party cookies.
Safari blocks all conversion tracking using this method.
Add the Adobe Advertising JavaScript tags with ITP mapping to any page that could be a landing page from a search click (ideally, on all pages, since landing pages may change over time). The tag allows Adobe Advertising to track a conversion event that occurs on a page that’s converts large numbers to scientific notation the landing page.
Safari allows only a seven-day conversion lookback, which is reset on repeat site visits during the lookback window.
Expect similar limitations in Chrome in 2022.
Safari tracks conversions during the seven-day lookback. Because the lookback is reset on repeat site visits during the lookback window, the limitation doesn’t affect all Safari users.
No
EFID Feed
The advertiser’s search accounts are set up to generate destination URLs/final URLs with Adobe Advertising unique IDs (tokens). When a user clicks an ad, Adobe Advertising creates a unique ID (EFID) and displays it at the end of the final URL. The advertiser’s client system captures the EFID as a unique identifier for conversions that result from the click and sends it to Adobe Advertising in a revenue feed that includes the EFID, transaction date, and conversion metric. Adobe Advertising then uses the EFID to match the conversion to the original click.
The advertiser must have a way to capture the EFID and send automated feeds to Adobe Advertising daily.
Conversions can be tracked for up to 180 days (per Adobe Advertising) or according to the limits of the advertiser’s system.
This method uses first-party conversion data, so it’s not affected by third-party cookie limitations.
Online and offline conversions can be sent in one feed.
No code changes or tags are required for the site.
Yes
Transaction ID Feed [combo feed]
Advertisers add Adobe Advertising pixels that include a parameter for a unique transaction ID (ev_transid=<transid>) to their webpages, and Adobe Advertising captures the unique Transaction ID that’s created when the pixel fires. The advertiser’s client system also captures the Transaction ID and sends Adobe Advertising a revenue feed for offline conversions with matching Transaction ID values
If the advertiser is using the legacy pixel, which Safari blocks from firing, then the ID isn’t captured to use for offline data.
The feed isn’t automated.
If you implement the first-party pixel, then the Transaction ID is captured in Safari.
Provides tracking of offline/approved conversion events.
No
Google Conversions
Conversions tracked with Google Analytics tags are automatically imported to Adobe Advertising via an API connection. Each conversion name has a "GGL_" prefix.
