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Conversion Event tag

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Katarzyna Gajewska
  • Updated

The Conversion Event tag is employed for tracking general non-commerce conversion events. The Conversion Event tag is used to populate values in the Conversion Events Reports and to create Key Segments. This tag and the reports it populates enable an analysis of a wide variety of site activities.

The following are some examples of events that could be tracked via the Conversion Event Tag.

Examples of Conversion Events

Increase site stickiness
  • Play online game
  • View account info
  • Use an online calculator
  • Use trip planner
  • Use the comparison tool
Improve self-service
  • Sign up for the bridal registry
  • Download help documents
  • Download form
  • Download marketing info
Improve retention marketing
  • Register for a specific newsletter
  • Sign up for Webinar
  • Add items to the wish list
  • Set email alerts
Multichannel behavior
  • Use store locator
  • Visit the "contact us" page
  • Initiate® chat session
  • Register for callback
Key Report Populated
Events; Report Segments; Optional metric columns in Content (Page Categories and * Pages reporting, Site Promotions, Real Estate, Elements)
Digital Data Exchange Object Example

digitalData = {event:[{eventInfo:{eventName:'CONVERSION-EVENT-ID', eventAction:'1',eventPoints:'10'}, category:{primaryCategory:'CONVERSION-EVENT-CATEGORYID'}, attributes:{exploreAttributes:'',extraFields:''}}]};

Tagging function

In order to use the Conversion Event tag, a call is made to cmCreateConversionEventTag (…) function with appropriate parameters.

Note: The following values are automatically removed from Digital Analytics tag parameter data and cannot be collected or reported:

  • Single quote (')
  • Double quote (")
  • Carriage return (hex 0D; regular expression \r)
  • Line feed (hex 0A; regular expression \n)
  • Comma (,): replaced with a space character prior to data loading and reporting
  • Backslash (\): this is a standard JavaScript escape character. In order to collect and report a "\" character, two "\" must be specified in sequence ("\\"). The 2nd "\"is reported.

Tags

  • Event ID (Required): A unique identifier for the type of conversion, such as "Account Creation" or "Special Registration." The value that is passed in the tag is the value that is displayed in the reports. Length: 256.
  • Action Type (Required): A value of "1" or "2" depending upon whether a conversion initiation or a successful conversion completion is generated. A value of 1 should be used when an event is initiated. A value of 2 should be used when an event is successfully completed. Single-Step conversions should be represented by a value of "2". Length: 1.
  • Event Category ID (Optional): Allows grouping of event IDs into categories. The value that is passed in the tag is the value that is displayed in reports. The Event Category ID is self-contained and not related to the Category Definition File contents (CDF). Length: 256.
  • Points (Optional): A point value used in establishing an arbitrary "value" for a conversion. The point value allows relative weighting of an Event's 'initiation' and 'completion'. For example, a visitor initiating a low-value event might be worth 5 points, whereas a visitor completing a high-value event might be worth 50 points. Length: 16.
  • Attribute String (Optional): Up to 50 "-_-" delimited 'attribute' values accessible in Explore reporting. Length: 256 per value.
  • Extra Fields (Optional): Up to 5 "-_-" delimited 'extrafield' values accessible through optional Standard Data Export. It is possible to copy these values from the first 5 Attribute String values by calling cmSetupOther ({"cmAutoCopy Attributes ToExtraFields":true}); on the page prior to tag function calls. Length: 100 per value.

Examples

The following example shows the Conversion Event Tag used in a 'Request More Information' lead-generation scenario of three steps displayed in a frame within a single HTML page.

Support information email registration

  1. (provide contact info - form loaded) - Conversion Event Tag with Event ID = "Request More Information", Action Type = "1", Event Category ID = "Leadgen Forms", Points = "10"
  2. (provide additional contact info) - no tag sent
  3. (form submitted and response displayed) - Conversion Event Tag with Event ID = "Request More Information", Action Type = "2", Event Category ID = "Leadgen Forms", Points = "20"

Code (Pages 1-3):

<head><script type="text/javascript" src="//libs.coremetrics.com/eluminate.js">
</script>
<script type="text/javascript">
cmSetClientID("99999999",true,"data.coremetrics.com","thesite.com");
</script>
</head>
<body>
...
<script type="text/javascript">
cmCreatePageviewTag("Contact Us",
"Our Services");
</script>
...
--- Step 1 (provide contact info - form loaded) ----
...
cmCreateConversionEventTag ("Request More Information","1","Leadgen Forms","10");
...
--- Step 2 (provide additional contact info) ----(No tag sent)
...
--- Step 3 (form submitted and response displayed) ----
...
cmCreateConversionEventTag ("Request More Information","2","Leadgen Forms","20"); 
...
</body>

The following example demonstrates the tracking of a single-step conversion completed from the site home page. The conversion tag is collected with Action Type "2" upon successful sign-up: no Action Type "1" conversion tag is collected. This results in normal reporting, but without 'abandonment' calculation for this Event. No 'Points' are collected in this example.

--- PAGE 1 ----  HOME PAGE
...
(standard pageview tag sent when page loads)
...
--- PAGE 1 ----  NEWSLETTER SIGNUP COMPLETED - MESSAGE DISPLAYED
...
cmCreateConversionEventTag ("Newsletter Signup","2","Newsletter");
...

We recommend against calling the Conversion Event tag unconditionally from high-volume pages as this can incur a large number of additional Server Call charges.

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