Understanding Conversion Tracking

Understanding the fundamentals aspects of conversion tracking will help you wrap your head around the interconnected building blocks involved in the conversion flow.

AnyTrack is a connector that collects, processes, instruments, and ties your user and conversion data between the different building blocks you work with.

The building blocks of a conversion tracking flow

Your website:

Otherwise called a Property or an Asset. It's where you place the AnyTrack Tag (along with other analytics and ad networks' pixels.

Your website is where your traffic lands, and visitors will interact with your content, engage with your offers, products, forms, or carts.

A website can be for example:

An eCommerce shop running on Shopify
A funnel running on ClickFunnels
A blog on Wordpress
A landing page on Instapage
A comparison website

A conversion source

A conversion source, is the entity where conversions actually happen. While the Property can also be the Conversion source when it's an eCommerce running on Shopify, there are an unlimited of scenarios where conversions actually happen on a different system, not necessarily connected with your website, or where you don't have the option to add your ad pixels.

For example, if your visitors book appointment on Calendly, or purchase a product from a merchant promoted through an affiliate network, you will need to be able to tie such conversion with the data initially collected on your property.

Examples of conversion sources:

eCommerce platforms like shopify or Woocommerce.
Affiliate networks like ClickBank, Impact or CJ Affiliates.
Third party Apps like Calendly, Typeform, or Hubspot.
Lead generation platforms like Leadbyte.
Cart systems like ThriveCart.

Advertising Networks

Tracking pixels are the backbones of the ad networks. They allow you to measure, and attribute conversions to your ads, so you can adjust your ad campaigns according to your performances.

Tracking pixels can be instrumented from the visitor's browser, or via server-side API. Since browser can block tracking pixels, having the ability to use both methods, guarantees a maximum of attribution, and accurate measurement.

While AnyTrack displays your campaign performances, unless your conversion data is synced with your ad networks' pixels, you won't be able to optimize your ads.

Tracking Pixels and Conversion API integrated in AnyTrack

Facebook Conversion API
Bing Ads UET Tag
Google Ads Conversion TAG API
Taboola
Outbrain

The Tracking Pixels are also responsible to collect your audience data, and give you the ability to generate custom audiences, as well as "lookalike" audiences, in each specific ad networks.

Analytics platform

Finally, you need systems like Google Analytics to aggregate, and display our business metrics. But Google Analytics alone doesn't have the features needed to connect all the building blocks.

So you need a software like AnyTrack that speaks the language of all your marketing tools, pixels, and conversion sources, so data can be processed, in real-time, regardless its source or destination.

AnyTrack is integrated with [GA4] Google Analytics so that you can enrich your GA account with meaningful conversion and sales data.