Enhanced Conversion Tracking

These are general instructions for dynamically passing back revenue recorded for each sale. If you work with a particular e-commerce platform, check if we have your platform listed in Platform Integrations

Before You Start

To pass back revenue values dynamically, make sure that you don't specify a conversion value when creating your conversion audience. If you previously specified a conversion value, please edit your conversion audience.

Basic Conversion Tracking

Your AdRoll Pixel is an easy way to set up basic conversion tracking through URL-based rules. Any time a visitor lands on a page that represents completion of a desired action, for example, http://www.example.com/thankyou, a conversion event can be triggered and attributed to your advertising.

If you want granular attribution insight, you'll need to add our enhanced conversion tracking JavaScript code to your conversion page(s). This code will instruct your AdRoll Pixel to pass back additional variables, such as order value or ID.

To implement enhanced conversion tracking, you'll need to know:

  • How to access your conversion page HTML.
  • Variable names for the information you'd like to track.

Conversion Revenue

We've implemented a specific conversion variable for order amounts that your AdRoll Pixel recognizes. When a value is assigned to this variable, it will show up in your AdRoll reporting.

In the HTML of your success page,  add additional JavaScript below your AdRoll Pixel. The script will instruct your pixel to recognize the variable that logs the order amount assigned to the conversion.

The revenue variable name (X) is unique to each website and e-commerce platform. Make sure to refer to the proper documentation from your respective platform.

To verify that you've implemented the revenue variable correctly, trigger a test transaction. Then, check the HTML of your conversion page. The revenue value (X) should be replaced with the actual order amount logged.

Custom Currencies

AdRoll defaults to reporting revenue values in USD. To report revenue values in a custom currency, replace "USD" with the three-letter code that represents your desired currency in the script.

Additional considerations:

  • We can currently set up your reporting in US Dollars (USD), Euro (EUR), British Pound Sterling (GBP), Australian Dollars (AUD), and Japanese Yen (JPY).
  • If you specify a different currency for enhanced conversion tracking than what is set as your default, revenue tracked will be converted to your default currency setting based on daily exchange rates.
  • If no currency code is specified, reporting defaults to USD. 

Additional Custom Values

Set up a JavaScript object with the name adroll_custom_data to encapsulate custom variables and values.

You can continue to define other information you want captured, as long as you know the corresponding variable name. Simply follow the format:

adroll_custom_data = {"ORDER_ID": W, "USER_ID": Z, "custom_name": A, "custom_name" : B}

Where "custom_name" is your name for the data you are trying to capture and and B are replaced by the corresponding variable names.

Revenue and Custom Values

If you’d like to pass AdRoll both types of data, you can set both variables for revenue and custom values at the same time. Simply set adroll_conversion_valueadroll_currency, and adroll_custom_data variables consecutively in JavaScript.

How to verify if the Enhanced Conversion Tracking code is implemented correctly

  1. Complete a test purchase of a product on the website where ECT was implemented. A dummy code/test coupon can be used to eliminate the transaction and shipping costs.
  2. Once the thank_you page is reached and the transaction is completed, right-click and 'Inspect' the site code (Google Chrome browser is recommended).
  3. In the dev tool, navigate to the 'Console' tab.
  4. Type adroll_conversion_value and press enter. Now, the converted value printed on the console tab should be visible.


Note: To see the converted printed value, please ensure the test product value is greater than $1 (anything below $1 will be printed as $0). 

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