🚩Disclaimer: The details below typically works for our client base, however, the capabilities outlined in this article are entirely dependent on what's available within your site's configuration and setup.
The Conversion Pixel's Order ID Field
The conversion pixel's Order ID field allows advertisers to match MNTN-attributed conversions back to their internal database and records. The order ID field can be leveraged for any unique identifier associated with the conversion event.
💡 Note: In order to leverage a specific unique ID, that ID must exist within your site's data layer or within the URL of the conversion confirmation page.
🚩 Disclaimer: You cannot pass personal privacy information (PII) into the conversion pixel's order ID field. PII includes: names, email addresses, phone numbers, etc.
Dynamic Order ID Mappings
We recommend leveraging a dynamic order ID mapping within the order ID field:
To identify unique conversion events for any level of match-back analysis.
To de-dupe conversions seen in the MNTN Reporting Dashboard.
🔍 Example Identifiers: purchase order ID, confirmation ID, lead ID, subscriber ID, quote ID, booking ID, etc.
Hardcoded Order ID Mappings
You can also leverage hardcoded parameters within the order ID field. This is helpful if needing to identify conversion event types within the Conversion Details Table.
However, a hardcoded order ID mapping does not allow our system to de-dupe conversions in your MNTN Reporting Dashboard. This is why we recommend leveraging a hardcoded parameter and a dynamic variable if wanting to utilize a hardcoded parameter.
Multiple Variables within the Order ID Field
You have the ability to leverage several variables within the order ID field. This can be any combo of identifiers and parameters:
one dynamic variable and one hardcoded parameter
two dynamic variables and one hardcoded parameter
two dynamic variables
etc.
🔍 Example:
Conversion Point: Subscriptions
Order ID variables: new vs. returning user, subscription type, subscription order number.
Multiple Conversion Points
Should your team be tracking multiple conversion events with the MNTN conversion pixel, the order ID field can be used to differentiate the types of conversions being driven by your efforts within the Conversion Details Table.
Formatting ultimately comes down to what is most important to your team's needs, however, you can move forward with mapping in the unique dynamic IDs associated with the conversion events, or a combo of hardcoded and dynamic variables.
💡Note: We do not recommend having multiple conversion points if your conversion types are not of equal value.
🔍 Example:
Conversion Point: Several Form Submissions
Order ID Variables: form type (Contact Us, Book a Demo), unique lead ID.
💡Note: Should you need additional support mapping several variables into the order ID field of your conversion pixel, you can always reach out to the MNTN support team for additional guidance and help.
The Conversion Pixel's Order Amount Field
You also have the ability to map an accompanying "Order Amount" by way of the conversion pixel's order amount field, allowing you to attribute revenue to a given on-site conversion event.
🧠 Pro tip: When mapping order amount, keep in mind if you want that field to be inclusive or exclusive of tax and shipping when referencing revenue metrics in your reporting dashboard.
In most cases, the order amount field would be the purchase amount. However, this field can also be used if you consider a non-revenue conversion point as carrying specific value to your business.
The Conversion Details Table
Within MNTN's Reporting Dashboard exists the Campaign report. The Campaign report houses the Conversion Details Table, which breaks out the below within a line item:
A MNTN-attributed conversion event's "order ID" (unique ID)
That conversion point's associated order amount
The time the associated conversion occurred
The MNTN campaign that drove the associated conversion
The Conversion Details table can be exported as an excel file to then compare these unique, MNTN-attributed conversions back to internal records across the defined date range:
For visibility into the percentage of business driven by MNTN
To monitor the lifetime value of these customers
To follow these users fully down the full conversion funnel
Etc.
My Site Doesn't Have a Unique ID
Don’t have a system to identify conversions on your end? Our team also has the ability to map GA Client ID.
GA Client ID Pros: Allows you to de-dupe conversions in the MNTN dashboard.
GA Client ID Cons: The GA client ID is device and browser-specific, meaning it cannot track users across different devices or browsers.
Because of this, it’s not typically helpful for any internal match-back analysis. We only recommend leveraging this option if your team has no other unique ID available to you within your site’s data layer and if you would like to de-duplicate conversions.
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