Conversion tracking options for Search, Social, & Commerce

Search, Social, & Commerce can use conversion data that’s tracked in the following ways:

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.

Tracking Method
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
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.
  • Expect similar limitations in Chrome in 2024.
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 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.
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.
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.
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.
  • Google typically doesn’t track offline data.
  • Microsoft Advertising conversions aren’t included.
Google uses machine learning to extrapolate “modeled conversions.”