Seeing All-Site Sales: Why Smart Pixel Tracking Matters

Issue:

E-Commerce websites are covered in tracking tags. It makes sense, smart marketers want to accurately track a channel’s performance and ensure that it’s hitting their ROI goals. One issue that many e-marketers run into is that they have so many tracking tags, that site performance can slow and tags can interfere with one another leading to inaccurate results.

To help deal with page load issues and improve stability, many marketers are instituting a selective tracking system – only firing a vendor’s tracking tag during a same session conversion for instance. The problem is that this type of selective tracking does not provide an accurate measure of a channel’s performance and thus doesn’t allow marketers to wring maximum value from a specific channel.

Solution:

RKG has two solutions to ensure more accurate, stable tracking. For all of their Paid Search clients, RKG employs a fast redirect system off of all paid search links. By funneling all paid search traffic through their redirectors, RKG can see key paid search cost and tracking data immediately and only has to rely on the client for sales data. No additional third-party tracking is needed.

In addition to their superior PPC tracking, RKG also offers Multichannel Attribution Management as an additional service. Using a single tracking tag on a client’s order confirmation page, RKG is able to track all sales and give credit to the appropriate marketing channel. Information gleaned from RKG’s Multichannel Attribution Management System allows clients to make intelligent marketing decisions and determine which channels offer the best ROI.

A Real World Example:

One of RKG’s paid search clients – a large, publicly-traded, online retailer – was, unknown to RKG, only serving the paid search tracking pixel during same session conversions. As such, RKG was seeing customers enter the site, but not seeing any conversion data beyond a single session resulting in an artificially low conversion rate.

When RKG and the client worked together to implement RKG’s Attribution Management system, analysts quickly discovered that the client had been severely undervaluing the paid search channel. When the RKG tracking tag was reconfigured to fire on all orders, not just same-session orders, conversion rates rose dramatically and there was a 124% rise in orders associated with Paid Search. Simply by accurately tracking the channel, RKG and the client were able to outline a much more aggressive paid search strategy and increase the amount of sales generated by non-brand paid search.