Polytab Analytics Blog

How to set up attribution tracking for your retail website

This is a basic how-to for setting up basic attribution tracking using the Polytab app. There are four basic steps.

STEP 1: Gather the basic attribution set-up content

  1. Pixel codes from your Infernotions’ account manager. There are two pixels. One goes on your retail website’s sales confirmation page(s) and the other goes on all other pages of your retail website that you want to track.
  2. Talk with your web team on the fields used

STEP 2: Install the pixel on your retail website

You will get two pixels, each with your account identifier, an alphanumeric field that is masked as  XXXXXX below.  The two will be different only in the line highlighted in bold below. The first script below goes on all pages except for the confirmation page. The second goes only on the confirmation page that the shopper sees after completing his/her purchase. Note that the content identified as %%Order Number%% and %%Numeric Dollar Value%% are to be replaced with the field that your ecommerce system uses to identify the unique order and order amount. It could be the confirmation code or the order number and can be deduced from the URL of the confirmation page after completion of the purchase.  The %%Cust_ID%% field is optional and depends on whether your website allows sign-in. Replace this field with the unique identifier for a customer within your ecommerce system. For most businesses, email addresses are an option

/** This script goes on all pages except the confirmation page **/
/** Replace %%CUST_ID%% with customer identifier in your system - such as an email identifier. If you do not have sign-in, do not edit this field. leave this blank**/
<script>!function(e,n,t){var i=window,r=document;if(i[n]){if(t)if(i[n].ipm)for(x in t)i[n].ipm[x]=t[x];else i[n].ipm=t}else{var o="script",c=r.createElement(o);i[n]={loadTime:(new Date).getTime(),siteID:e,src:"//pixel.infernotions.com/pixel/",ipm:t,self:c},c.async=!0,c.src=i[n].src+"?c="+e+"&n="+n,setTimeout(function(e){return function(){var n=r.getElementsByTagName(o)[0];n.parentNode.insertBefore(e,n)}}(c),1)}} ("XXXXXX","meteorNS",{"cid":"%%CUST_ID%%"});</script>
/** This script goes on only the confirmation page **/
/** Replace %%Order Number%% with unique Order ID used by your ecommerce system**/ /** %%Numeric Dollar Value%% should be replaced with the purchase amount as per your systems implementation. It is very important your order amount does not contain the dollar symbol or any commas. Just a plain number like “2294.23” **/ /** Replace %%CUST_ID%% with customer identifier in your system - such as an email identifier. If you do not have sign-in, do not edit this field. leave this blank**/ <script>!function(e,n,t){var i=window,r=document;if(i[n]){if(t)if(i[n].ipm)for(x in t)i[n].ipm[x]=t[x];else i[n].ipm=t}else{var o="script",c=r.createElement(o);i[n]={loadTime:(new Date).getTime(),siteID:e,src:"//pixel.infernotions.com/pixel/",ipm:t,self:c},c.async=!0,c.src=i[n].src+"?c="+e+"&n="+n,setTimeout(function(e){return function(){var n=r.getElementsByTagName(o)[0];n.parentNode.insertBefore(e,n)}}(c),1)}} ("XXXXXX","meteorNS",{"cid":"%%CUST_ID%%","s":1,"oid":"%%ORDER NUMBER%%","odv":%%ORDER DOLLARS%%});</script>

You will have two options to install the pixels on your website.

  1. Tag manager: If you are managing tags on your website using a tag manager, select the account for your website and the associated container. Add new tag with the appropriate code for the pixel. Preview your site with the new pixel to make sure the site looks and behaves as expected. Publish your website.
  2. No tag manager: If you do not have a tag manager, copy and paste the relevant code after <body> right before the ending </body>. Save the edited content and preview your website to ensure the behavior is as expected. Publish your website.

Before proceeding, I recommend testing your website to make sure the behavior and performance are as expected.

STEP 4: Review the channel attribution across the shopping funnel

You should be able to review the site visits within two hours to see if the pixels were correctly installed. We recommend waiting at least two weeks to get enough visitor information to infer the performance of your marketing channels at every stage of the shopping journey.

Conversion_funnel_polytab

How much does attribution add to the bottom line?

Download this calculator to see the bump your revenues get by moving the budget to opportunities discovered through Polytab.

 

attribution benefits calculator

 

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