A dynamic passback tag is an image pixel associated with a conversion event that gives you the ability to pass back information about your conversions into your Choozle reporting. By default, dynamic passback tags include revenue, currency, and order ID, but also allows you to add up to 10 additional custom parameters.
Guide:
- Overview
- Key Benefits
- How to Get Started
- Implementing the Passback Tag
- Reporting on Dynamically Passed Conversion Data
- Shopify Example
- Google Floodlight Example
Overview
Commonly used for revenue reporting, dynamic passback tracking is a customized tag that collects data about a conversion. In addition to the default data points, you can also collect other data points such as product names, cart contents, SKUs, or categories.
Choozle offers URL-based conversion tracking with the Smart Container Tag, but if your campaign requires additional conversion reporting, Choozle's dynamic passback tracking may be a great solution.
Dynamic Passback Tracking Overview Document
Key Benefits
Many marketers struggle to accurately track and demonstrate return on ad spend for their campaigns. Dynamic passback tracking takes a step beyond clicks and impressions, allowing marketers to surface revenue and other custom, site-specific data points in their reporting, opening up a wealth of opportunity for optimizations.
Dynamic passback tracking results in an additional pixel which collects the specified dynamic variables in the page like shopping cart value, order ID, product name or SKU. A dynamic passback tag gives you the ability to integrate site-specific parameters into your Choozle reporting. By default, dynamic passback tags include revenue, currency, and order ID, with the ability to add up to 10 customizable site parameters.
How to Get Started
Dynamic Passback Tracking is a part of Choozle’s In-House Supported Solutions and can be implemented with the help of Choozle team. To unlock and set up dynamic passback tracking, please contact your Account Manager or the Choozle Support Center for assistance and more information.
Choozle’s Technical Operations Team will generate a flat pixel, which facilitates dynamic passback tracking, that can be placed on your brand’s website to track the desired information.
Implementing the Passback Tag
To begin, the Choozle team will generate an image pixel associated with the conversion event in the platform. A standard image pixel will look like this:
| <img height="1" width="1" style="border-style:none;" alt="" src="//insight.adsrvr.org/track/conv/?adv=lxd3raf&ct=0:ikqrr56&fmt=3"/> |
When we provide the conversion pixel, we will append placeholder parameters which will be swapped out with the actual parameters you would like to pass back into your reporting. The provided dynamic passback pixel will then look like this:
|
<img height="1" width="1" style="border-style:none;" alt="" src="//insight.adsrvr.org/track/conv/?adv=1a51bfu&ct=0:7kykgzby&fmt=3&v={SaleAmount}&vf={Currency}&orderid={OrderRef}"/> |
or if you'd like to pass back additional data points outside of the default 3, the pixel will look like this:
|
<img height="1" width="1" style="border-style:none;" alt="" src="//insight.adsrvr.org/track/conv/?adv=1a51bfu&ct=0:7kykgzby&fmt=3&v={SaleAmount}&vf={Currency}&orderid={OrderRef}&td1={Param1}&td2={Param2}"/> |
Before deploying the pixel, be sure to replace the curly bracketed placeholders values, such as {OrderRef} with the correct parameters according to your website or eCommerce platform.
The “v=”, “vf=”, and “orderid=” will always correlate directly to revenue, currency, and order ID respectively in with their own designated columns in Choozle reporting. You can also add up to 10 additional parameters (td1 through td10) in your tag, though the example provided above only uses two. To add in more values of the td parameter, simply add &tdx={dynamicparameter_x} to the end of the URL in the tag, before the final parentheses. Keep in mind that you can only go up to td10. Anything beyond td10 will be ignored by the platform. Do not include any spaces in what you insert, as it may break the tag.
Reporting on Dynamically Passed Conversion Data
Once you have swapped in the correct parameters and placed the dynamic passback pixel on the corresponding conversion page, please reach out to your strategist or Choozle’s support team to set up an automated Conversion Details Report, as this is the only report that will contain these custom passback parameters.
Example Passback Tag Using Google’s Floodlight Parameters
|
<img height="1" width="1" style="border-style:none;" alt="" src="//insight.adsrvr.org/track/conv/?adv=1a51bfu&ct=0:7kykgzby&fmt=3&v=%pcost=!;&vf=%pu1=!;&orderid=%pord=!;&td1=%pu2=!;&td2=%pu3=!?"/> |
{SaleAmount} becomes %pcost=!
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cost is a variable that corresponds to cost
{OrderRef} becomes %pord=!
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ord is a variable that corresponds to order reference
{Currency} becomes %pu1=!
- U refers to Google's custom parameters, numbered in the same way as our custom parameters. In this case, u1 populates currency
{Param1} becomes %pu2=!
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In this case, u2 would populate a client's custom value defined within Google
{Param2} becomes %pu3=!
- In this case, u3 would populate a client's custom value defined within Google
Enabling Dynamic Passback Conversions on Shopify Checkout Page
In addition to firing a standard conversion or retargeting event on the thank you / order confirmation page, Choozle also allows you to place a dynamic conversion pixel on this page to pass back dynamic conversion information (like revenue value and order ID).
Example Passback Tag Using Shopify’s Default Parameter
Shopify Instructions:
1.) Once you've set up your checkout confirmation conversion event in campaign settings, submit a ticket via the Support Center requesting a Shopify dynamic passback pixel associated with that conversion event.
2.) You'll be provided with an image pixel pre-appended with Shopify's standard passback macros that looks like this:
<img height="1" width="1" style="border-style:none;" alt="" src="https://insight.adsrvr.org/track/pxl/?adv=c710nh5&ct=0:actda6g&fmt=3&v=&vf=&orderid="/>
- From your Shopify admin, go to Settings > Checkout.
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Under Order status page, go to the Additional scripts text box.
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Paste the following code above into the Additional scripts box:
3.) Follow the steps above to navigate to the Additional Scripts field of the Checkout settings within your Shopify settings and place the dynamic passback pixel into this field.
4.) Now in your standard Choozle reporting, you will be able to see the revenue value associated with each checkout. You may also request scheduled Conversion Detail reports, which will include order number in addition to revenue value.
It is common to include scripts that track sales conversions on the order status page because it is the final page of checkout. However, customers who return to check their order status might count as a second sale in your analytics. See Shopify's Knowledge Base for more info.
To prevent your analytics from counting customers more than once, you can add the first_time_accessed property around some or all of your additional scripts. To do this, use a Liquid if statement, and place any scripts that you only want to run once between tags.
2.Under Order status page, go to the Additional scripts text box.
3. Paste the following code into the Additional scripts box:
// Scripts you want to run on every visit
4. If you want a script to run the first time that the order status page is accessed, then paste it between the tags. If you want a script to run every time the order status page is accessed, then paste it below the tag.
5. Click Save.
