In recent weeks, I have been getting a lot of questions about the post I wrote on the basics of setting up conversion tracking. Because this post dealt only with the basics of setting up conversion tracking, we only showed you how to set up the conversion tracking URL using hard-coded values for the money and description parameters. Using hard-coded values is perfectly fine, but it is a very limited solution.
The Problem With Hard-Coded Values
If you are tracking only a single type of conversion, such as whether or not someone downloaded a whitepaper, then using hard-coded values in your conversion tracking URL will probably work fine. However, if you are tracking monetary conversions in which your customers could be purchasing a wide range of products with varying prices, then hard-coding the values into the conversion tracking URL becomes a nightmare. Technically, you could create a unique conversion tracking URL for each conversion you want to track. However, what if you have five hundred different products, each with a different price, that customers could purchase any combination of?
Code To The Rescue!
A more robust solution is to dynamically populate the conversion tracking URL parameter values. In other words, you populate the conversion tracking URL based on the values that are chosen by each customer once they have arrived at the page on your site where the conversion tracking URL is embedded. There are a number of different ways to accomplish this task, each of which requires some development experience. If you need an example of what I am talking about, Jake Rutter has written an excellent tutorial for populating the conversion tracking URL parameter values using Javascript titled How to setup Bronto Tracking Pixels with JavaScript.
In the next few weeks, Adam Covati (Project Manager at Bronto) will be writing a post that expands on this subject and explains the different types of data you can track using Bronto’s conversion tracking feature. Stay tuned and let us know if you have any questions in the mean time!
John Gunther
Technical Writer/eLearning Specialist at Bronto
Editor of Brontoversity
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