If website visitors click on a display advert or a newsletter link before conversion, the success will be assigned to the campaigns based on the selected attribution model. The prerequisite here is that the links were given suitable redirects or parameters and that the clicks happened during the conversion period (by default 30 days).
What happens if an advertisement pops up for someone or the email opens and they don’t click, but open the website later on and order? If only click conversions are tracked, then these advertising contacts will not be taken into consideration. As a result, it may come about that the campaign’s performance and thus the return on investment (ROI) is evaluated incorrectly.
The View-through Conversion Tracking of etracker makes it possible to track the more indirect influence of visual contacts and have them flow into the customer journeys. To implement this, integrate the Ad-View Script into your advertising or email and configure your campaign reports accordingly (see instructions). With each view, that is, every time the ad is displayed or an email opened, a view pixel will be set off and a corresponding cookie set with the user. If the user then visits your website, etracker will export the cookie and assign the previous view, and possible later conversions, to the visit.
Please note that etracker offers the possibility to set the conversion period for views individually and separate from clicks, depending on how high impact the campaigns are. If, for example, the period 48 (hours) is set, the order can only be assigned to the view if it happened within these 48 hours. In general, it is recommended to not set the conversion period to too long. Because the more time that elapses after a view, the less probable it becomes that the buyer will remember the purely visual contact with the display ad and order something in the online shop because of it.
In addition, you do not need to settle on an attribution model when tracking success. Instead you can change it according to your needs. When measuring view-through conversions in particular it is important to be careful with the attribution. Here, the classic “last ad” model is usually not to be recommended because only if the website is opened exclusively via direct access will conversions in this model be assigned to views.
The following is a sample contact sequence with subsequent purchase: View -> SEO -> Click. If the “last ad” distribution model is selected here, the order will be assigned to the click on the banner. The view will not be counted. Using the “Position-based” distribution model (bath tub model), the conversion will be assigned to the first (here: view) and last (here: click) contact, each with 40%, and to the others with 20%. This way, the influence of the visual contact with a banner can also be taken into account.