About Adobe Advertising conversion-tracking tags

Adobe Advertising tracks conversions resulting from clicks on ads using Adobe Advertising conversion tracking tags that are inserted in the webpages that open when a conversion event occurs, such as a “success” page. The tags include embedded information to send the transaction data, along with the user’s Adobe Advertising cookie, to a tracking server, from which the transaction is credited to the appropriate ad click or impression (per the advertiser’s conversion attribution settings).

If the user doesn’t have a valid cookie, then Adobe Advertising doesn’t report the conversion.

For each set of conversion metrics you want to track, you must create a separate conversion tag. Provide the tags to the advertiser or agency with a list of webpages on which to insert each. You can generate either of the following types of conversion tags. See “Generate an Adobe Advertising conversion tag” for instructions.

  • (Recommended) JavaScript tags (Version 3 or Version 2), which aren’t visible in the webpages.

  • HTML image tags to display 1-pixel x 1-pixel transparent images (pixels), which are invisible to end users, on the webpages. Use image tags only when the company has a policy against using JavaScript tags.

For more information about the differences between the tag types, see “FAQs about Advertising Cloud conversion tracking tags.”

  • This feature doesn’t add image tags or JavaScript tags to the advertiser’s webpages. The tags must be added according to the advertiser’s normal procedure for updating webpages.
  • Make sure to consider how long it takes to implement the tags. Depending on the company’s policies, implementation may take weeks or even months.

Features of the Adobe Advertising conversion-tracking tags

The conversion tracking pixel allows Adobe Advertising to do the following:

  • Track and report conversion data at the keyword level for search campaigns.

  • Track and report conversion data at the ad (creative) level across all marketing channels (paid search and display), which can facilitate creative testing.

  • Track and report conversion data at the transaction level across all of your marketing channels.

  • Show how your conversions are distributed across your different marketing channels so you can see which is most effective.

  • Report and optimize on different attribution levels (such as attributing conversions to the last related event or weighting all events evenly).

  • Provide visibility on click assists (search keywords or placements that contributed to a conversion funnel) and channel assists (user events that contributed to a conversion funnel, possibly across multiple marketing channels).

  • Provide visibility into the geographical distribution and referring domains of your site traffic and conversions so you can refine your geographical and website targeting.

  • Analyze day-of-the-week or intra-day trends, which can be used to improve conversion rates.