The event-based conversion tracking system provides a more accurate and complete view of how users interact with your campaigns. Instead of attributing conversions at the campaign level, we now track user actions across multiple touchpoints, giving you a clearer understanding of the entire customer journey.
This system allows us to track specific user interactions across Email, WhatsApp, SMS, and Web Push products, providing better insights into how each engagement contributes to conversions.
How does the event-based conversion tracking system work?
Previously, our system attributed conversions at the campaign level, in which purchases were linked to the campaign that influenced them rather than the specific user journey.
Event-based conversion tracking now shifts to a user-level attribution model. Instead of only tracking the final purchase, the system verifies whether the purchasing user had any relevant online or offline interactions, such as clicking on a campaign link before completing the transaction. This enables us to match purchases with specific users, ensuring a more accurate attribution process.
The system captures these transitions between platforms and online-offline interactions to provide a more precise and comprehensive view of the user journey, helping you better understand how your campaigns drive real-world conversions.
Key benefits of event-based conversion tracking
User-Level Attribution
Revenue is now tracked at the user level rather than grouped under a campaign, providing a more detailed and accurate view of conversion paths.Cross-Device Attribution
If a user interacts with your campaign on one device (e.g., mobile) and later completes a purchase on another device (e.g., desktop), the system correctly attributes the conversion.Mobile Session-Independent Conversion Tracking
Conversions outside the initial mobile session can now be accurately captured, ensuring a more complete attribution of user actions.
Online-Offline Tracking and Attribution
If a customer purchases in a physical store, this can also be linked to their online interactions, offering a complete view of their journey.
If you do not want offline purchases to be included in the revenue tracking, you can implement one of the following options:
Set skip_hook to true in the Upsert User Data API payload
The default value of skip_hook is false. When sending offline purchase events via the Upsert User Data API, update the optional parameter skip_hook value to true. This ensures the offline events are not linked to campaigns and are excluded from event-based conversion tracking.Pause the CRM source for the default purchase event
Go to Attributes & Events page to locate the default purchase event (confirmation_page_view), and pause the CRM (offline) source for this event. This action stops the data collection for that source and prevents CRM-triggered offline purchases from being tracked as conversions.
You may notice shifts in reported conversion and revenue-related metrics due to the more detailed tracking of user events, reflecting improved accuracy.
What kind of changes should you expect?
With this new tracking system, you might see potential changes in your conversion and revenue metrics. Since additional events are being tracked, the reported conversion and revenue-related metrics might differ. Such change is expected and provides a more accurate view of user interactions.
The event-based conversion tracking currently applies only to purchase goals. Future updates may expand support for other conversion types.
Adopting this new tracking approach can help you gain a more complete, data-driven view of customer behavior, optimize campaigns, and drive better results across all channels.