We have designed an extensive email marketing campaign with beautiful emails and a well-segmented audience base. But once that campaign has been deployed, how do you determine whether the campaign was successful or not? We need to know whether the email we sent out was received well by audiences and if they engaged with the campaign by clicking on the links! Every campaign run by the marketing team has a set of goals associated with them. By tracking conversions, you can determine which campaigns are most successful and adjust your strategies accordingly leading to improvement in ROI. In this blog post, we’ll explore the use cases for conversion tracking in Marketing Cloud and provide some code pieces to help you get started.
What is conversion tracking?
Salesforce Marketing Cloud Conversion Tracking is a powerful feature that helps you track and analyze the effectiveness of your marketing campaigns. This is done by adding required tracking code snippets to our websites. Let us understand the use of conversion tracking in Salesforce Marketing Cloud by some common use cases:
Conversion tracking is a valuable tool for any marketer looking to optimize their campaigns. Here are some common use cases for conversion tracking in Marketing Cloud:
Optimizing Revenues for E-commerce
If you have an e-commerce site, you can use conversion tracking to measure the effectiveness of your campaigns in driving sales. When a subscriber receives an email containing the “Buy Now” Call-To-Action button and is re-directed to our website and completes a purchase- a conversion is logged for the email sent. By tracking conversions, you can determine which campaigns are generating the most revenue and adjust your strategies accordingly.
Lead Generation
If your goal is to generate leads, you can use conversion tracking to measure the number of leads generated by each campaign. This can help you identify which campaigns are most effective in generating leads and adjust your strategies accordingly. While using conversion tracking for generating leads it is also important to notice that the leads are narrowed out since the code only captures very engaged website visitors.
Event Registrations
If the goal of the campaign is promoting an event, you can use conversion tracking to measure the number of registrations generated by each campaign. This can help you identify which campaigns are driving the most signups. This can help in promoting the event better in the audience segments it has been gathering more engagement.
Downloadable Resources in Emails
If you’re promoting a whitepaper, ebook, or other downloadable resources, you can use conversion tracking to measure the number of downloads generated by each campaign. This can help you identify which campaigns are most effective in driving downloads.
Code Pieces for Conversion Tracking
To track conversions in Marketing Cloud, you’ll need to implement a tracking pixel on your website or landing page. Here’s some sample code to get you started:
<script type="text/javascript">
var _et = {};
_et['Conversion'] = '12345';
_et['Currency'] = 'USD';
_et['Value'] = '100.00';
</script>
<script type="text/javascript" src="https://click.exacttarget.com/conversion.aspx"></script>
This code creates a tracking pixel that sends conversion data to Marketing Cloud. You’ll need to replace ‘12345’ with the ID of the conversion you want to track, ‘USD’ with the currency of the conversion, and ‘100.00’ with the value of the conversion.
How to Set up Conversion Tracking in Salesforce Marketing Cloud
To set up conversion tracking in Marketing Cloud, you’ll need to follow these steps:
Step 1: Create a conversion event in Marketing Cloud by navigating to the ‘Tracking’ tab and selecting ‘Conversions’.
Step 2: Copy the ID of the conversion event you created and paste it into the code above.
Step 3: Add the tracking pixel to your website or landing page.
Step 4: Test the tracking pixel by completing a conversion on your website or landing page and verifying that the conversion data appears in Marketing Cloud.
Conclusion
Salesforce Marketing Cloud Conversion Tracking is a powerful tool that can help you measure the effectiveness of your marketing campaigns. By tracking conversions, you can identify which campaigns are most successful at generating ROI. With the sample code provided above, you can get started with conversion tracking in Marketing Cloud and begin optimizing your campaigns for success.
Our Salesforce Marketing Cloud Experts at Genetrix Technology can help you determine successful campaigns and strategies to improve your ROI using Conversion Tracking. Reach out to us by filling out your details here and we will get back to you. Or simply write to us at [email protected].
