The Why, What and How of Marketing Cloud Conversion Tracking

Most businesses and marketers invest in expensive marketing automation tools that help run marketing campaigns. Quite often they are not able to get value out of these tools since they fail to understand the ROI achieved out of their marketing campaigns and their effectiveness. 

This is where Conversion Tracking comes to the rescue! 

What is Conversion Tracking?

Conversion tracking is a concept that helps to measure how often marketing goals are achieved based on certain measures. Something as simple as subscribing to your company blog, purchasing a product, downloading a technical paper, or even viewing an important webpage can be tracked as a conversion to measure the effectiveness of campaigns. 

In Email marketing, a typical conversion occurs when a campaign recipient receives your email message and takes some action on it like purchases an advertised product, signs up for a newsletter or registers for an event. 

The above image explains what happens when a subscriber visits a landing page via an email link. Uniquely identifiable data about the subscriber is sent back to the Marketing Cloud application which tracks the subscriber’s activity. In the process, cookies are set for all the pages through which the customer navigates. Once the subscriber reaches the page that identifies a conversion, for example post-purchase thank you page, the data passes back to Marketing Cloud. This conversion tracking data is now available along with standard email tracking data in the Marketing Cloud reports. 

Setup Conversion Tracking in 3 quick steps

Step 1 – Enable Conversion Tracking in Marketing cloud

This step makes your application capable to record conversion tracking data. Raise a request to Salesforce support and an automated email is sent by Support for approval of this request. Be sure to approve it before support enables it in Marketing Cloud. 

Step 2 – Track the Conversion links 

Identify those links on your emails through which you wish to pass uniquely identifiable parameters to the landing page.  These are your Conversion links. For each of these conversion links, make sure to check the ‘Conversion Tracking Link’ checkbox as shown in the below screenshot. It is also recommended to add a Tracking Alias that will help you to understand which link the customer has clicked to reach the Landing page that resulted in conversion. 

Step 3 – Add code to website pages 

To accept the above uniquely identifiable parameters passed by marketing cloud to the landing page or website, you need to add JavaScript/PHP/ASP code on all website pages . This code will set cookies for all conversion pages to retrieve the parameters. Add another piece of code on all pages which signify conversion for you and contain a script to retrieve your cookie and create the tracking pixel containing an XML. This XML file must have all the tracking information necessary for marketing cloud to get the data back to itself. 

For example, you may add code on all the thank you pages that signify purchase. As a result, you will be able to pass back important data like Revenue generated, to Marketing Cloud. This will help the marketeer to generate meaningful analytics from his/her campaign. 

How effective is your campaign?

To measure the effectiveness of the campaign you need to check tracking information that is visible in the Tracking folder in Email Studio.  

To view Conversion tracking data on the main tracking page – click the Grid Preferences button to select the Unique Conversions and Total Conversions option fields. The fields are predefined and cannot be modified. To view conversion data in detail, click on conversions from the top navigation bar. Here you can modify all data you want to view. 

You can also generate multiple custom reports and schedule them as per your requirement.

Some considerations...

  • Conversion Tracking on a pages is not forever – How long a conversion will be considered for a particular page? – As per salesforce documentation, default is 90 days. But you can change this as per your business requirement. 
  • Watch out for duplicate conversions – Marketing Cloud considers the same purchase as multiple conversions if the tracking pixel code page is loaded multiple times. To avoid this issue, you need to prevent the loading of JavaScript code multiple times. 
  • Enrich your tracking with additional information – You can also pass multiple values in the form of an XML string to marketing cloud. These values can be passed depending on the data that is available on the page where you’re placing the conversion tracking pixel and help track granular details like Product Id, Product Cost, Total Revenue and so on.

There are multiple innovative ways in which Marketing Cloud Conversion Tracking can help to improve the effectiveness of your campaigns.

To know more about how conversion tracking can improve the effectiveness of your campaigns contact us or visit us on LinkedIn.

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Bridging educational gaps for underprivileged children

Aethereus as a part of its CSR initiative joins UPAY as a partner and makes a commitment to provide UPAY with certain learning equipment that aim to educate the underprivileged


children through Reach & Teach initiative. We strongly support this mission and envisions on removing disparities in the field of education and provide each child access to quality education by supporting the operations of UPAY learning center in Pune.

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Aethereus partnered with Snehwan an NGO who works for children who lost their parents to farmer’s suicide. Aethereus supported SNEHWAN to build classrooms & to work for the welfare of SNEHWAN children to make them self-sufficient in their lives and help them upskill for their future career roles.

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Aethereus has made a significant impact by supporting survivors through comprehensive assistance, offering vital resources such as medical, psychological, educational, financial, and legal support. This compassionate initiative encompasses a wide range of needs, including rehabilitation, access to food, essential medications, and secure shelter for these resilient survivors.

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Tara Mobile Creche (TMC), a non-profit organization, focuses on addressing the health and educational needs of children whose parents work on construction sites in Pune. Through the 'Aethereus Community Outreach' program, #TeamAethereus dedicated the day to candle making workshops, teaching sessions, and sharing goodies with the kids on the occasion of Diwali. Interacting with the remarkably talented kids, sharing experiences, listening to their stories, and witnessing the dreams in their eyes was a rewarding experience.

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Aethereus ringed in 74th Republic Day celebrations by organizing a blood donation camp to commemorate the sacrifice of our freedom fighters. More than 100+ participated in this drive collecting 250 units of blood, which used to help kids suffering from Thalassemia disease.

#TeamAethereus salutes all the rockstars who donated blood and impacted many lives to celebrate this festival. More power to you!

Paying way for a digital educational future

Aethereus has partnered with SOCH to make a meaningful impact on the lives of underprivileged children, ensuring they receive the necessary knowledge and education. Together, we've positively influenced the education of 200 children in Ghaziabad, by transforming Prathmik Vidyalaya first government school in Ghaziabad with fully digital classrooms. This marks a significant milestone in demonstrating how technology and education can collaboratively shape a brighter future for students in need.

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Aethereus 2023 Women’s Day theme was about celebrating the stories of ‘Grit & Guts’ from Pragati Foundation, a non-profit organization working to provide dignity to women from underprivileged communities. As a part of the Aethereus Outreach Program, it was humbling to listen to inspiring stories of their real struggles, their ‘Grit & Guts’ to march on and shine brilliantly with help from Pragati Foundation.  

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Aethereus believes in fostering a sense of community and giving back, especially during times of celebration. In the spirit of Diwali, #TeamAethereus spent quality time with the old age people at Silver Homes, sharing smiles, laughter, and heartfelt conversations. We distributed delightful snacks and traditional diyas, illuminating not just their surroundings but also their spirits.

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