NextGen Conversion Tracking
Boosts your ad algorithms and ensures 20% higher ROAS for Google Ads, Meta Ads, TikTok Ads & Co.
The biggest challenge in performance marketing is the inadequate database in conversion tracking. Reduced and distorted data means poor ad performance, true to the principle of garbage in, garbage out or bad data in, bad ROAS out. This is because poor data leads to the bidding algorithms of the platforms receiving distorted signals and thus wasting budgets.
In order to exploit the full ROAS potential, you must ensure that interference from adblockers, tracking protection measures and content banners is avoided.
The solution is called NextGen Conversion Tracking with
- perfect interplay of tag management, consent management and data management as well as
- dual transmission via the conversion tags and APIs.
How NextGen Conversion Tracking works:
- The Tag Manager sends all conversion data to web analytics for attribution without consent
- and in parallel after consent – controlled via Consent Management – to the social ad conversion tags of Meta and TikTok.
- After the attribution, the data from the web analysis is sent to Google, Meta, TikTok & Co. on the server side.
This ensures the best possible data quality for the marketing platforms’ bidding algorithms.
Optimal conversion tracking setup
Let’s take a closer look at the optimal conversion tracking setup:
Combination module 1
To be able to reliably record conversions without coding, adblock-safe and content-free:
- Cookie-less tracking without active access to end device information such as screen resolution (in accordance with TDDDG).
- Data processing in a demonstrably mildest form without violating the reasonable expectations of the data subjects (according to GDPR), while the tags of the marketing platforms are always subject to consent (see guidance of the supervisory authorities for providers of digital services version 1.2, para. 111).
- Adblock-safe tracking via your own domain (as a much more elegant solution compared to a complex and costly complete server-side tracking).
- E-commerce tracking via plugins for common store systems.
- Auto-tracking of standard events such as videos, downloads, mailto links, scrolling, etc.
- Measurement of conversion actions without coding via tag management and e.g. via DataLayer or CSS selectors.
Intuitive tag manager
Simple setup of your own tracking domain:
Combination module 2
Use hybrid tracking to ensure the best data quality:
- Without consent, direct conversions and conversions on the same day are assigned to the campaign contacts.
- If consent is given, complete customer journeys are tracked.
This means you are independent of your visitors’ consent decisions!
Combination module 3
All leading marketing platforms provide interfaces to receive conversion data on the server side. Transmission via APIs is an effective alternative to conventional conversion tags, which require consent and are limited by blocking measures.
The automatic transmission of conversion data is set up in just a few minutes.
Combination module 4
For social ads such as Meta, TikTok or Pinterest Ads, the combination of both methods – i.e. tag and server-based data transmission – is recommended for maximum conversion data quality. The background to this is that URL parameters are “lost” in certain constellations when switching from an app to an internal or external browser. According to Meta, it is able to establish an assignment using timestamp and user agent alone, but requires user consent to do so. The combination of methods therefore offers the best of both worlds.
With dual transmission, there is a risk that one and the same conversion is transmitted in parallel via both channels and incorrectly counted twice. To avoid this, the platforms offer deduplication procedures. To do this, however, the conversions must be appropriately identified. With etracker analytics, this is done automatically, as the dual transmission takes place centrally from one system.
If marketing tags are used for conversion tracking or remarketing, a tag manager and consent management are required. Many websites still use separate solutions for this, which not only means double maintenance, but also an inefficient splitting of tag control.
An integrated solution for controlling tags in compliance with data protection regulations offers several advantages:
- Only one code in the website.
- Third-party tags are automatically controlled via Consent Management and do not have to be laboriously maintained there.
- Tags that are not categorized or triggered without consent are prevented by the system.
- Privacy-friendly: Cookie-less tag management (optional via your own domain).
- Small code size leads to faster loading times and improved core web vitals.
The content category and provider information are assigned directly when configuring tags:
The all-in-one solution that combines all NextGen conversion tracking modules & ensures maximum ROAS:
- Three integrated modules: etracker analytics, etracker tag manager and etracker consent manager
- Full integration: Low code for maximum speed, one platform for minimum maintenance effort
- Dual conversion transmission: tag-based and server-based
- Connection to all marketing platforms: Google Ads, Meta Ads, TikTok Ads, Microsoft Ads & Co.