Conversion Tracking (revive, analytics, matomo, clarity)

/ SprUng, KEEPERS, CODE-NOW-NOW-NOW, CODING, Follow up, SEO, matomo, Google Analytics, SEO - more info, SITE / 4 minutes of reading

Sell Sheet

Comprehensive Multi-Platform Conversion Tracking Strategy

Objective

To unify and expand tracking capabilities across Revive Adserver, Matomo, Microsoft Clarity, and Google Analytics for a deeper understanding of user behavior, affiliate-driven conversions, and multi-channel attribution.

Key Benefits

1. NATS Data Synchronization Across Platforms

  • Why It Matters: By pushing full NATS tracking info (affiliate IDs, program IDs, campaign specifics) to all platforms, we create a unified data stream for multi-channel analysis.

  • Benefits

    :

    • Unify Tracking Across Platforms: Consistent capture of affiliate and campaign data, regardless of the user’s journey across platforms.
    • Track Conversion Sources: Directly correlate specific NATS sources with conversion events, engagement metrics, and user behavior.
    • Cross-Platform Attribution: Gain insights from multiple perspectives to strengthen attribution modeling and build cohesive reports across all tools.

2. Microsoft Clarity – User Behavior Insights

  • Behavioral Insights: Clarity visualizes user interactions and page behavior, revealing how users interact with landing pages and ad-driven traffic.
  • Heatmaps and Session Replays: Understand how users from different NATS codes navigate, refine landing page content based on engagement patterns, and identify potential improvements.
  • Value: Clarity provides visual insights to refine user experiences and optimize content for higher engagement and conversions.

3. Matomo – Goal Tracking and Custom Dimensions

  • Goal Tracking and Funnels: Build custom goals and funnel paths based on NATS data to track performance and engagement through the customer journey.
  • Custom Dimensions for NATS Data: Matomo’s custom dimensions allow us to segment affiliate-driven data and analyze specific campaign impacts.
  • Privacy and Data Ownership: Matomo’s platform ensures data privacy and ownership, providing control over long-term storage and analysis for all campaign data.
  • Value: Matomo enables focused, privacy-compliant tracking with detailed insights into how each affiliate source impacts conversion steps and outcomes.

4. Revive Adserver – Core Ad Performance and Attribution

  • Ad Performance Tracking: Direct tracking of impressions, clicks, and engagement, tied back to specific NATS codes, giving immediate visibility into affiliate ad performance.
  • Conversion Attribution: The setup of a tracking pixel captures impressions and provides foundational data for identifying sources of traffic and conversions.
  • Value: Revive Adserver’s simplicity provides a foundational layer of attribution and traffic insights, easily integrated with additional tracking platforms for more depth.

5. Google Analytics – Enhanced Reporting and Attribution Modeling

  • NATS Data in Google Analytics: Using GA’s custom dimensions and events, we incorporate NATS attributes, enabling detailed reporting on user journeys, campaign performance, and conversion sources.
  • Attribution Modeling: GA’s attribution modeling options (e.g., time decay, position-based) allow customized conversion analysis based on NATS data, enabling a deeper understanding of channel effectiveness.
  • Value: Google Analytics enables robust attribution modeling to analyze how affiliate and direct channels contribute to revenue and engagement.

Future Expansion Options

  • Advanced Attribution Tools: If Revive Adserver’s basic attribution feels limiting, we can explore advanced tools (e.g., Google Ad Manager, Wicked Reports, Attribution App), offering cross-platform attribution and deep conversion tracking.
  • Google Tag Manager (GTM): Event-based tracking using GTM can enhance each platform by passing structured NATS data and user interactions across platforms for consistent reporting.

Summary

This multi-platform tracking strategy provides a holistic view of affiliate-driven traffic, enhancing cross-platform attribution, conversion visibility, and actionable insights. By pushing NATS data to Clarity, Matomo, Revive, and Google Analytics, we equip the team with comprehensive tools to verify conversion paths, refine engagement, and drive actionable reporting for smarter marketing decisions.

Next Steps:

  • Implement custom goals, dimensions, and funnel paths in each tool.
  • Refine tracking pixels and events in Google Tag Manager to support multi-platform reporting.
  • Begin capturing and analyzing initial data for benchmarking and performance optimization.

Pieces

first visit

To track this firstVisitCheck event in Google Analytics, you can set up a custom event within your analytics configuration. Here’s how to implement this:

  1. Update the firstVisitCheck Function: Modify the function to include an Analytics event when it’s the user's first visit.

    
firstVisitCheck = () => {
  if (!localStorage.getItem('first_visit')) {
    localStorage.setItem('first_visit', 'true');
    this.trackEngagement('first_visit');

    // Send to Google Analytics as a custom event
    gtag('event', 'first_visit', {
      'event_category': 'Engagement',
      'event_label': 'User First Visit',
      'value': 1
    });
  }
};

  2. Explanation of Event Parameters:

    • 'event_category': A category to group events. Here, it’s set to "Engagement".
    • 'event_label': This describes the event. In this case, it’s set to "User First Visit".
    • 'value': This can be any integer to represent the event value; 1 works as a counter for this example.

  3. Adding gtag to Your Codebase: Ensure that gtag is initialized in your project (usually in index.html) so that events are properly tracked. If it’s not set up, include the Analytics script in index.html:

    
Copy code
<script async src="https://www.googletagmanager.com/gtag/js?id=YOUR_GA_TRACKING_ID"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag() { dataLayer.push(arguments); }
  gtag('js', new Date());
  gtag('config', 'YOUR_GA_TRACKING_ID');
</script>

  4. Test the Event in Google Analytics: Use Google Analytics' real-time view to ensure the first_visit event appears as expected. Visit your site in an incognito window or clear localStorage to re-trigger the event.

If you’d like to verify this further within Google Tag Manager or if there are any adjustments needed, let me know!

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