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).
You can generate conversion-tracking tags within Search, Social, & Commerce or using tags in Adobe Experience Platform (formerly known as Adobe Experience Platform Launch).
For each set of conversion metrics you want to track, you must create and implement a separate conversion tag. You can generate either of the following types of conversion tags.
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(Recommended) JavaScript tags (Version 3 or Version 2), which aren’t visible in the webpages.
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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:
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Track and report conversion data at the keyword level for search campaigns.
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Track and report conversion data at the ad (creative) level across all marketing channels (paid search and display), which can facilitate creative testing.
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Track and report conversion data at the transaction level across all of your marketing channels.
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Show how your conversions are distributed across your different marketing channels so you can see which is most effective.
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Report and optimize on different attribution levels (such as attributing conversions to the last related event or weighting all events evenly).
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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).
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Provide visibility into the geographical distribution and referring domains of your site traffic and conversions so you can refine your geographical and website targeting.
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Analyze day-of-the-week or intra-day trends, which can be used to improve conversion rates.