Conversion Tracking URL


Place a special URL on your site to generate Conversion Tracking Events.


The Conversion Tracking URL points to an unobtrusive 1x1 pixel transparent GIF.  The tracking image tag can be placed anywhere on any page on your site.  It is often placed somewhere near the bottom of the page.

To track events on your site, insert one tracking url for each event type you wish to track.  You may include as many tracked events on a page as you like.  Each tag only collects data for the page on which it resides. 

You must include at least one image tag on every page for which you would like to collect tracking data.  However, it is NOT recommended to tag every single page on your site, as this extra traffic will cause performance issues for the entire system. 

Suggested pages to tag include:

  • Home page
  • Special promotions page
  • Shopping Cart view page
  • Sale completion page

Secure Site Setup

To include a tracking image on a secure (https://) site, additional configuration is necessary.  You must have a Secure Certificate for your Base URL.  If you plan to place tracking images on a secure page, please contact your account manager or support for help with any additional setup.

Defining a Conversion Tracking URL

The Conversion Tracking URL must be defined on your page in an HTML image tag.  The URL consists of the domain of your system, the page, and several parameters to define the event, the contact who initiated the event, and the campaign from which the event originated.  The format of the HTML image tag is as follows:

<img src="[SITEURL]/dt?sid=[SUBSCRIBER_ID_TAG]e=[EVENT]&d=[DETAILS]&d2=[DETAILS2]&n=[AMOUNT]&oid=[OTHERID]" />

where [SITEURL] is the domain of your email platform, and the other items in brackets are parameters below. 

Conversion Tracking URL Parameters

The parameters of the Conversion Tracking URL include the following.  Only Contact ID Tag and Event are required:  

Name Parameter Description Example
Contact ID Tag sid Contact ID Tag from the campaign.  This must initially be sent from the URL in the Campaign message. sid=%%SUBSCRIBER_ID_TAG%%
Event Name e, event The event to track.  The event must be defined in the Event Manager before use.  Any undefined event will be ignored and not tracked. e=sale event=productview
Event Details d, details Details about the event, such as name of item sold or customer preference. d=facePod details=tea_kettle
Event Details 2 d2, details2 More details about the event, such as attribute of item sold. d2=green details2=copper
Event Number or Amount n,amount details_number Price of item or number.  This parameter supports floating point or number values only.  n=199.99 amount=12.99 details_number=5  
Event Other ID oid, otherid, other_id Alternate identifier to categorize and report  events such as state, offer code, or age. oid= FREESHIPPING otherid=WA other_id=38
Event Time t To insure that the URL is always unique, use a function, such as PHP time() function, to generate a unique value each time the web page is displayed.  This field is not actually used by the server, but should be generated to ensure proper conversion reporting is not prevented by browser caching. t=<?=time()?>

Example Conversion Tracking URL Final Tag

In the final page that a customer views, the source code of the page will have the full image tag with all parameters filled.  The following are basic examples of tags using predefined and custom event types as viewed from the Source Code of the landing page:

  • Reserved Sale Event with Details and Amount:

<img src="" />

  • Custom Shopping Cart Event with number of items:

<img src="" />

  • Custom Prize Event with Details, Value, and Prize Code:

<img src="" />

To track multiple events at the same time, use multiple tracking image tags on the same page:

<img src="" />

<img src="" />

Template Page Link Example

The Conversion Tracking URL requires the Contact ID Tag (sid) in order to associate the event with a campaign and contact.  This sid is retrieved from the click-through to your site in the email message your contact received. 

In addition, you can submit the Other ID or event Event Details in the click-through link from the email.  As an example, consider a link to a demo page on your site which takes a State code as the Other ID.  In your template content, define the click-through URL as follows:

<A HREF="">Shop in %%STATE%%</A>

In this URL, the landing page is named "conversionshop.php".  After the '?' indicates the parameters to send to the page.  The %%STOP%% tag indicate that link tracking is to stop at this point because dynamic data is to follow.  In click-through reporting, this URL will appear as

Following the %%STOP%% tag is the an optional parameter oid, in this example set to the dynamic tag %%STATE%%, which will fill with the value stored for the Contact's State field.

When the campaign is deployed, the %%STATE%% tag will fill with the value stored for the Contact's State field, and the Contact ID Tag will be appended to the URL as '_wcsid'. For example, after the Contact clicks the link in the email, the URL will appear as:

The landing page then needs to grab the values sent from the click-through URL and put it into the Conversion Tracking URL.  

Customer Side Example Test Form

The following test example uses a very simplistic form and describes the basic functionality of what happens on the landing page. This example uses PHP, but any server-side scripting language can be used. The key  is that the customer-side form must accept the parameter values sent to it, store them throughout the users’s session, and then use the values in the Conversion Tracking image tag in the final Completed Sale web page.

In the example below, the sid and oid parameters defined in the URL are saved into two variables: $sid and $oid. The example form mimics a completed purchase page, though a several steps are likely involved in a true conversion process. Two additional parameters are included in this example form. 

<HTML>    <HEAD></HEAD>    <BODY>       <?php          $sid = $_GET["sid"];          $oid = $_GET["oid"];       ?>       DEMO ORDER FORM:<BR />       <br />       <FORM name="conversionshop" action="conversiondemothankyou.php"                 method="POST">

         ITEM: Widget<BR />          COST: $19.95<BR />          <BR />          Enter Your Name: <INPUT TYPE="text" name="Name" />                    <INPUT TYPE="hidden" name="Item" Value="Widget" />          <INPUT TYPE="hidden" name="Price" Value="19.95" />          <INPUT TYPE="hidden" name="sid" Value="<?php echo $sid ?>" />          <INPUT TYPE="hidden" name="oid" Value="<?php echo $oid ?>" />          <INPUT TYPE="submit" name="submit" Value="SUBMIT" />       </FORM>    </BODY> </HTML>

When the contact has clicked through and completed the test purchase, the final page must have the Conversion Tracking image pulled from our server. Below is an example of the landing page to generate the Conversion Tracking Event, again using PHP to pull the variables to generate the Conversion Tracking URL: <HTML>    <HEAD></HEAD>    <BODY>       <?php          $sid = $_POST["_wcsid"];          $oid = $_POST["oid"];          $name = $_POST["Name"];          $item = $_POST["Item"];          $price = $_POST["Price"];       ?>       DEMO THANK YOU<BR />       <br />       Thank you, <?php echo $name; ?><BR>       You have purchased a <?php echo $item; ?> for $<?php echo $price; ?>.<BR>       <br>       Also your State value is <?php echo $oid; ?>.<br>       <img src="<?php echo $sid; ?>&e=Sale&d=                 <?php echo $item; ?>&oid=<?php echo $oid; ?>& n=<?php echo $price ?>                 &t=<?=time()?>">    </BODY> </HTML>

Test the Configuration

Once you have your site setup with the Conversion Tracking URL, send a test campaign to generate Conversion Tracking Events and verify the Events are tracked.  To do this:

  1. Create a template with one or more links to a landing page on your site that includes a tracking image tag. 
  2. Create a List and specify the Base URL:
    • Go to LISTS > VIEW LISTS.
    • Click ADD
    • Enter a List Name and then click CREATE.
    • In the Name & Addressing tab, enter your basic list properties, such as From, Reply To, and Bounce Address.
    • Click the Advanced  tab.
    • Select the Base URL.
    • Click SAVE.
  3. Subscribe yourself to the List.
  5. Select the List and Template and send the campaign.
  6. When you receive the email, click the links and go through the process to generate the Event.
  7. Go to REPORTS > CONVERSION TRACKING > VIEW STATISTICS and check for the results.


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