Conversion goals are a simple but powerful tool that allows you to constantly monitor the business results achieved with magnews. Learn more about how to make the most of them.
Have you ever wondered how many purchases your last newsletter generated? Or how much the abandoned cart retrieval workflow has yielded in the last month? And how much did the sign-up pop-up for anonymous contacts contribute to sales in the last week? Thanks to conversion targets, answering these questions is really easy.
In this article, we will guide you in creating a conversion goal to track purchases made on your eCommerce.
Create the new goal ‘Purchase'
To create a new conversion goal, go to the Journey Lab section, select Conversion Goals from the Web Tracking menu and start the creation of a new goal via the New conversion goal button.
Select the goal Tracking mode:
- Client-side
- Server-side
You can learn more about which mode to choose in this article.
Server-side purchase tracking
Magnews effectively manages contact data, including purchases, by allowing a server-side goal to be configured. This mode is particularly useful when importing not only contact master information but also order history.
To configure this type of objective, you will need to set:
- Name: Purchase (or a similar name)
- Type of conversion: select Purchases.
- Currency: choose the currency used by your eCommerce.
- Contact field linked to conversions: Select the association-type contact field that links the contact to the data table containing the orders.
- Conversion ID: select the field in the data table that represents the conversion ID. For example, you can use order ID as the conversion ID.
- Date and time of conversion: when the order was placed.
- Value of conversion: the total of the order.
You can then save the objective as configured. You can modify parameters and options. In particular, in the Options tab, you can customise the behaviour of the objective according to your needs:
- Attribution time: the number of days within which conversions can be attributed to a specific asset (communication, automated flow, landing page...).
- Frequency: how often to check for new conversions in the data table (daily or hourly).
- Events to consider: assign the conversion to the asset that corresponds to the most recent event, such as a click on a communication.
Filter the data to be used
You can apply filters directly when configuring the target, limiting the data read from the orders table.
For example:
- If there are orders for multiple brands in the same table, you can create a separate target for each brand.
- If you manage multiple currencies, you can create a target for each currency, avoiding adding up or calculating averages on values that are not comparable.
In most cases, the order history can easily be synchronised with one of the standard connectors available on magnews, such as Magento, Shopify, WooCommerce, Dynamics or Salesforce.
Let us now look at the configuration details for each.
Purchases on Magento
The Magento connector periodically synchronises the order history on magnews.
The standard configuration is:
- Association-type contact field: Ordered items
- Conversion ID: quote_id
- Date-time of conversion: created_at
- Conversion value: grand_total
Purchases on Shopify
The Shopify connector allows the order history to be synchronised on magnews.
The standard configuration is:
- Association-type contact field: Ordered items
- Conversion ID: orderid
- Date-time of conversion: createdat
- Conversion value: ordertotalamount or ordertotaldiscountamount
Purchases on WooCommerce
The WooCommerce connector periodically synchronises the order history.
The standard configuration is:
- Association-type contact field: Ordered items
- Conversion ID: order_id
- Date-time of conversion: creation
- Conversion value: total
Purchases on a custom CMS
If your eCommerce uses a customised CMS, you can still synchronise the order history via API or file exchange.
The configuration of the target varies depending on the data structure, but an example is:
- Association-type contact field: Orders
- Conversion ID: order_number
- Date-time of conversion: order_date
- Conversion value: order_total_value
Purchases imported from CRM
If the order history comes from the CRM, such as Salesforce, the configuration can be:
- Association-type contact field: Order history
- Conversion ID: order_number__c
- Date-time of conversion: date__c
- Conversion value: ordertotal_grossprice__c
Detailed report for server-side goals
The goal report card shows the number of conversions and the value. In the case of server-side goals, clicking on the number of conversions gives you access to the list of conversions that generated the data you see on the card above.
PYou can then know everything about each conversion: the contact they converted, the identifier of the conversion (e.g. order ID), date, value and all other parameters you have in the data table.
For example, if your data table contains orders, you can find out which orders were placed, by whom, when, the value of the product or cart ordered and all the details you have associated with it.
For a conversion you may find several elements with the same conversion identifier (e.g. order ID), this means that you have several elements/records in your data table that belong to the same conversion (to the same order).
Client-side purchase tracking
If you do not have the order history for each contact, you can track purchases with client-side targets.
During setup, enter the following information for the Purchase goal:
- Goal name: Purchase (or a similar name)
- Goal ID: automatically generated by magnews, you can leave it unchanged unless you have specific requirements.
- Goal type: select Purchase.
- Goal has a value: track not only the purchase action but also the value of the order to get a quantitative and economic indication.
- Currency: choose the currency used by your eCommerce.
- Show this goal in new version cards: activate this option to display the goal in reports and asset cards.
If you do not have order history for each contact, you can track purchases with client-side goals.
Here's how:
- configure the general tracking script, of the web property, on all pages of the site. Here for more details.
- configure the purchase tracking code on the order confirmation page. Here for more details.
Analysing data
Once you have set up everything and started tracking your purchases, you can monitor the results from different perspectives:
- In the overall detail report of the Purchasing goal
- Of the purchases brought by each individual asset, in the relevant report
- On individual contacts
- In Audience Insights for specific audiences and selected filters
- On the whole database
Conversion goals are a key metric for constant monitoring and continuous optimisation of the results of your initiatives.
You can read more about Conversion goal reports.