Conversion tracking options for Search, Social, & Commerce
Search, Social, & Commerce can use conversion data that’s tracked in the following ways:
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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.”
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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.
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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.
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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.”
Comparison of each conversion tracking method conversion-tracking-comparison
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.
- 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
- Safari blocks all conversion tracking using this method.
- Expect similar limitations in Chrome in 2024.
Recommendation: Switch to the first-party pixel.
Advertisers do the following:
- Implement the JavaScript library for the Adobe Experience Cloud ID (ECID) Service across their entire site.
- 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.
- Add the Adobe Advertising JavaScript conversion tracking tag v3 to conversion pages.
- 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.
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.
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.
"GGL_" prefix.- Google typically doesn’t track offline data.
- Microsoft Advertising conversions aren’t included.