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A conversion is an action you want your website visitors to take, such as purchasing a product, signing up for a newsletter, downloading a brochure, or watching a video. You can define a conversion to be basically any variable in visitor behavior that you want to measure. What exactly you want to define as a conversion depends on your business goals.

What is conversion tracking?

Conversion tracking means counting conversions and attributing them to modifications.

Conversion tracking is essential for measuring both the business performance of your site and 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.

Conversion data is stored in the Frosmo back end.

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Figure: Conversion tracking in the Frosmo Platform

For more information about conversions, conversion attribution, and the different ways of tracking conversions, see:

Transaction tracking is a subset of conversion tracking. For more information, see Tracking transactions.

Tracking conversions with the data layer

Tracking conversions with the data layer means triggering a conversion event whenever a visitor completes an action that qualifies as a conversion. The data you pass in the conversion event effectively defines the conversion.

You can trigger the conversion event from a modification, from shared code, or directly from your page code. If you use a modification, you trigger the conversion event either from custom content or, if you're using a template, from the template content.

To use the data layer on a site, the data layer module must be enabled for the site.

Do not use conversion events to track product purchases. If you want to track conversions that involve the purchase of one or more products, use transaction events.

Triggering a conversion event

To trigger a conversion event, call dataLayer.push() with a conversion object:

dataLayer.push({
    conversionId: 'string',
    conversionType: 'string',
    conversionValue: 0,
    frosmoConversionName: 'string'
});

The call triggers the event and sends the conversion data to the Frosmo back end.

Conversion object

The conversion object describes a conversion event. The object properties together define the conversion data.

Table: Conversion object properties

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Examples

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Testing the conversion tracking

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