The Conversions section in Zemanta is the only and most important single point for managing rules and conditions under which conversion attributions will apply and count when tracking engagement. Here you can also find a list of all conversion definitions that apply to your previously implemented image pixels.
Implementing the new JavaScript Zemanta Pixel across your websites lets you track almost any desirable user action or event. Zemanta Pixel will record any visit on your website but only the conversion definition will filter and attribute those online users who accomplish your desired action and, therefore, convert.
Historically, using image pixels, you would need to implement a new image pixel for every single action you wanted to track. Now, you only need to define a new conversion definition and leave the JavaScript pixel in place. And that's it.
You can manage your conversion definitions by navigating to the Conversions tabfrom the Main Menu. There you can see some information on your conversion definitions and take some actions: edit name and description, view event tag, and/or remove the conversion definition.
Adding a new conversion definition
You can set up as many conversion definitions as you like.
STEPS
1. To set up one, click on the + Add new conversion definition.
2. First, type in a custom conversion definition name of your choice accompanied by a clear description (for example answering the question of what you want to track specifically).
3. In case you manage more accounts, choose one account for which the conversion definition will be used, the right measurement service that you use for tracking and recording events on your digital premises, and select one of the events you would like to track. If your desired event is not listed here, select Other.
4. Next, you want to define a method for triggering the conversion. It can be a rule, an event, or server attribution.
Rule is a simple condition that triggers a conversion when an online user visits or lands on a specific page. It can be a campaign landing page, a thank you page...you name it. Define a specific page here by typing in a keyword that is contained in the URL or the URL starts with.
Event is another helpful solution for tracking online user actions. It works in a similar way as using the image pixel. You will need to implement an additional code tag to a specific placement on your website that will trigger an action when this section of the website will be loaded. This can happen when an online user clicks on the add to cart button when submitting a form, or any other custom event. The additional tag code for triggering this condition will pop up after finishing adding this conversion definition.
Conversion definitions created from your previous image pixels work in the same way as event-based method. Image pixels that you have already implemented on your digital premises in the past act like event tag codes.
Server to server: This is essentially a more advanced feature. In this case, when triggering the event, Zemanta will send a GET request to your server or a third-party provider (also known as a postback call) and then attribute a specific conversion. Tick the checkbox “Treat all received events as already attributed conversions.” if you want to treat all received events as already attributed conversions. In this case, we assume that all events were already attributed on your or third-party site and you do not want Zemanta to attribute or drop any.
Read more about server-to-server integrations here.
5. You also want to choose how Zemanta will process, store, and segment (attribute) data on tracked conversions. You can choose to count only the first conversion (useful for sign-ups for example) or every conversion (useful for purchases for example). You also want to be sure to define which ad clicks you would be considered for the attribution: the first or the last one. Then, define when Zemanta records an event after a click or a view of the ad happens.
6. Click on the Save button to finish adding a conversion definition.