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.
Advertiser-tracked conversions: (Search, Social, & Commerce clients only) The advertiser provides Search, Social, & Commerce a feed file with any combination of online and offline conversion data. See “Conversion tracking using an EF ID feed” and “Conversion tracking using a transaction ID feed.”
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.
|Adobe Analytics||Advertisers with Adobe Analytics for Advertising automatically import their Analytics standard and custom events to Adobe Advertising for reporting and optimization.||
||The pixel is already implemented. However, you still must implement the additional ITP mapping tag.
Recommendation: Switch to the first-party pixel.
|Adobe Advertising First-party Pixel||Advertisers do the following:
||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 (
|Transaction ID Feed [combo feed]||Advertisers add Adobe Advertising pixels that include a parameter for a unique transaction ID (
|Google Conversions||Conversions tracked with Google Analytics tags are automatically imported to Adobe Advertising via an API connection. Each conversion name has a
||Google uses machine learning to extrapolate “modeled conversions.”||No|