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. Polytab app account login and password
  2. Google Adwords login and password
  3. Bing Ads login and password (if applicable)
  4. Google Analytics login and password
  5. 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.

STEP 2: Authorize Polytab app for your accounts.

  1. Login with your Polytab app account login and passwordLogin_Polytab
  2. Authorize access to your Bing Ads, Google Adwords and Google analytics accounts: Authorization is via the Account Authorization panel which you access using the Shield thumbnail on your sign-in page. It is highlighted in the orange circle in the graphic below. Connect the attribution app to each of the accounts (Google Adwords, Google Analytics, Bing Ads) by pressing the green “Connect” button on the right of each row. Follow the sign-in process for each account. IMPORTANT NOTE: This only grants read-only access to the Polytab attribution app.

Polytab_Account_authorization

STEP 3: 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 <<Place Order ID field here>> is to be replaced with the field that your ecommerce system uses to identify the unique order. 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. 

/** This script goes on all pages except the confirmation page **/
<script>
!function(e,n,t){var i=window,r=document;if(!i[n]){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");
</script> 
/** This script goes on only the confirmation page **/
/** Replace <<Place Order ID field here>> with unique Order ID used by your ecommerce system**/
<script> 
!function(e,n,t){var i=window,r=document;if(!i[n]){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",{s:1,oid:"<<Place Order ID field here>>"}); </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 is 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

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