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Conversion tracking is the process of monitoring visitors for actions that qualify as conversions and collecting the data about those actions (conversion data). Conversion tracking also involves counting conversions and attributing them to modifications, which the Frosmo Platform does automatically when it receives conversion data from a site. The data is stored in the Frosmo back end.

Conversion tracking is essential for measuring the business performance of your site as well as Frosmo's impact on that performance. Conversion tracking is also a prerequisite for implementing features that rely on conversion data, such as generating recommendations and segmenting visitors based on the conversions they have completed.

You can track conversions:

  • Using the Frosmo data layer. You can pass information about conversions to the data layer. The object you push to the data layer contains data about the conversion, such as ID and type. This is by far the most effective way to track conversions. For more information, see Tracking conversions.

    A transaction is a specific type of conversion event that involves the simultaneous purchase of one or more products. Transaction tracking through the data layer follows the same logic as conversion tracking. For more information, see Tracking transactions.

    To make conversion and transaction tracking even more effective, implement the tracking in shared code.

  • Based on conversion definitions that you create in the Frosmo Control Panel. The conversion definitions, in turn, are based on triggers, which you also create in the Control Panel. This is the best approach if you want to implement a simple conversion tracking scheme by yourself and do not have the data layer available on your site. For more information, see Creating and managing conversion definitions.
  • In the custom code, which is a part of the site-specific Frosmo custom script.  This is a legacy option available for Professional Services customers. Your Frosmo team will implement the conversion tracking for your site.

The Frosmo Platform automatically tracks (counts) the following basic events for a modification:

  • Click: The visitor has clicked a part of the modification for which clicks are tracked, such as a button, link, or any element with the class frosmo-click. If the modification has no clickable parts, it cannot get a click.
  • Display: Frosmo Core has rendered the modification to the page. The display event does not require that the modification has been in the browser viewport and therefore visible to the visitor.
  • True display: The modification has remained visible and stationary in the browser viewport for at least 3 seconds. In addition, if the modification's width and height are both less than or equal to 300 pixels, the modification must have been fully in the viewport. If the modification's width or height is greater than 300 pixels, at least 75% of the modification must have been in the viewport.

If you like, you can enable and disable conversion tracking for a modification in the Control Panel.

Conversion attribution

When a visitor triggers a conversion, the conversion is attributed to the last modification the visitor clicked. If the visitor did not click any modification, the conversion is attributed to the last modification that got a true display from the visitor's browser. If no modification got a true display, the conversion is attributed to the last modification that got a display.

A conversion is always attributed to a single modification. A conversion cannot be attributed to multiple modifications.

The following examples illustrate the logic behind conversion attribution.

If the visitor views two modifications (modification 1 and modification 2) that both get a true display and the visitor then completes a conversion, the conversion is attributed to the modification last seen by the visitor.

Conversion attributed to the modification last seen by the visitor

Figure: Conversion attributed to the modification last seen by the visitor

A modification that gets a click is prioritized over one that gets a true display.  If a visitor first views modification 1 and clicks it, then views views modification 2, which gets a true display, and finally completes a conversion, the conversion is attributed to modification 1.

Modification attributed to the modification clicked by the visitor

Figure: Conversion attributed to the modification clicked by the visitor

Similarly, a modification that gets a true display is prioritized over one that gets a display.

Session-based tracking affects conversion attribution. Session-based tracking means that a conversion can only be attributed to a modification displayed or clicked during the current session. If session-based tracking is not used on the site, a conversion can be attributed to a modification displayed or clicked up to 48 hours before the conversion occurred. To check whether session-based tracking is used on your site, contact your Frosmo team.

You can monitor the performance of your modifications through conversion statistics.

Enabling and disabling conversion tracking

To enable conversion tracking for a modification:

  1. In the Control Panel, select Modifications > Overview.
  2. In the modifications list, find the modification, and click the modification name to open the modification settings.
  3. Select Analytics.
  4. Scroll to the bottom of the page, and select Enable display and click conversion tracking for this modification.

To disable conversion tracking for the modification, follow the above steps, but deselect Enable display and click conversion tracking for this modification.