Conversions

Conversions allow you to measure how your content impacts key visitor actions.

Conversions in dash

#How to get started

  1. Reach out to your account rep or value@parsely.com. Conversions are available to Enterprise customers at an additional cost.
  2. Fill out the Conversions Information Form, indicating what actions you want to track.
  3. Parse.ly does the magic and writes the code to automatically implement conversions tracking on your site through the Parse.ly tracker. No coding required from your team!
  4. You test to verify conversions are integrated correctly.
  5. Begin using conversions in Parse.ly to measure your content’s impact on visitor actions.

#Using Conversions

Once you’ve verified that your conversion events are sending correctly to Parse.ly, you’ll be able to see conversions data in the dashboard.

Select Conversions from the metrics dropdown

Conversions metrics dropdown menu

  1. From a listing page, select Conversions from the metrics dropdown.
  2. You’ll see this message: “Conversion events for today are not included in the results.” That’s because conversions data is available on a daily basis. Select a time range from yesterday and go backwards to see conversions.

Select attribution

Select an attribution model from the metrics dropdown.

attribution model

Parse.ly offers three attribution models for assigning “credit” for conversions: First Touch, Linear, and Last Touch:

  • First touch: what was seen first in the 30 days before conversion
  • Linear: everything that was seen before conversion (including where the conversion occurred)
  • Last touch: the place where conversion occurred

Select conversion type or label

Conversion types and labels let you focus on categories of conversions or specific conversion events. Conversion types are defined by Parse.ly, and conversion labels are defined by you.

Select the conversion type from the metrics dropdown.

Conversion types

Select a conversion label using the Conversion Label filter.

Conversions label filter

See stats for each conversion label

Go to the Conversions tab for a full list of conversions you’re tracking with Parse.ly.

Conversion tab for list of all conversions

From here, you can select a conversion label and see what pages, authors, sections, referrers, etc. made people convert.

Full conversions data based on the label

Schedule a conversions report

Schedule or run the Conversions report from the Reports tab. You can specify the time range, conversion type, conversion label, and attribution model.

Conversions report

The report will show conversions data for the seven days.

#Conversion actions, types, and labels

Each conversion action is a combination of two identifying attributes:

  • Type – the category of the conversion
  • Label – the name of the specific action taken by a user

#Type

Since the conversions that matter differ from company to company, Parse.ly supports five defined conversion types and one custom type.

  • Lead Capture – When a user provides identifying details (e.g. email, name) via a form to indicate product interest (i.e. a lead).
  • Link Click – When a user clicks a link or button (e.g. an internal link or affiliate link).
  • Newsletter Signup – When a user provides their email via a form in order to receive emails from a company, such as a newsletter or an email course.
  • Subscription – When a user buys a subscription that will result in recurring revenue.
  • Purchase – When a user completes the one-time purchase of a product.
  • Custom – When a user completes an action not covered by the five standard types. Because Custom events are not standardized, Parse.ly will not be able to benchmark these events and give you insight on how your performance compares to Parse.ly’s network as a whole (e.g. how your newsletter signups compare to similarly-sized sites). For this reason, we discourage the use of custom events unless absolutely necessary.

#Label

Example of a Newsletter Signup Label for conversions

The label lets you specifically identify the action a user takes on your website. What you choose to call the label is up to you and your team, but we suggest specific names that describe the action taken, such as “Parenting Newsletter Signup,” “Account Created,” “Trial Started,” or “Monthly Donation.”

#Attribution

Parse.ly offers three ways to give credit to content for a conversion: Last Touch, Linear, and First Touch.

Last Touch

Last Touch gives 100% of the credit to the page where conversion occurred.

last touch attribution model

In the example above, a visitor viewed 6 pages over two sessions and converted on the last page:

  • The page “5 Free Accounting Tools to Get You Started” and the author, section, and tags associated with it will get credit for that conversion.
  • The other pages and their associated metadata don’t get any credit.

Linear

Linear gives equal credit to every page viewed within 30 days of the conversion event, including the page where conversion occurred. This allows you to see which pages contributed to a conversion.

linear attribution model

In the example above, a visitor viewed six pages over two sessions and converted on the last page:

  • All six pages and their associated metadata will get credit for 1/6th (.16) of a conversion. This means that linear conversions often appear as fractional (e.g. one page may be responsible for 10.8 conversions).

First Touch

First Touch gives 100% of the credit to the page that was first seen in the 30 days before the conversion occurred.

This allows you to see what pages were responsible for first bringing converting visitors to your site.

first touch attribution model

In the example above, a visitor viewed six pages over two sessions and converted on the last page:

  • The page “10 Interview Questions You Should Be Asking” and the author, section, and tags associated with it will get credit for conversion.
  • The other pages and their associated metadata don’t get any credit.

#How Parse.ly calculates conversions

Attribution window

How far back does attribution go? Using the Linear attribution model, Parse.ly can give credit to pages that were viewed in the 30 days leading up to conversion.

For instance, a user visits your site in three sessions. During the last session, they make a purchase.

  • 31 days ago: Visits pages A and B.
  • 30 days ago: Visits pages C and D.
  • Today: Visits pages E, F, and G. Makes a purchase on page G.

Pages C, D, E, F, and G would be eligible for attribution for the conversion that occurred on page G.

When the same user completes multiple conversions in 30 days

Sometimes, a user may complete multiple conversions within the same 30-day attribution period, such as signing up for a webinar (Lead Capture) and buying a ticket to an event (Purchase).

multiple conversions over a 30-day period

In the example above, during the same 30-day period, the user’s behavior consists of visiting six pages and converting on the fourth page (D) and the sixth page (F).

  • Pages A, B, C, and D are associated with the conversion on D.
  • Pages A, B, C, D, E, and F are associated with the conversion on F.

#Conversion examples

Your publication has a round-up of the best credit cards for travelers. You receive revenue for every click you send to a credit card company’s website.

Conversion action: Clicking on a link to an American Express card landing page. Type: Link Click Label: American Express Click

Conversion action: Clicking on a link to a Chase card landing page. Type: Link Click Label: Chase Click

To show the e-commerce team and the hiring team that the company blog contributes to their initiatives, you want to measure how many people visit product pages and jobs pages after reading the blog.

Conversion action: Clicking on a link to a product page. Type: Link Click Label: Product Click

Conversion action: Clicking on a link to a job listing. Type: Link Click Label: Job Click

#Free Trial Creation

Your company offers a 30-day free trial of the product.

Conversion action: Creating a trial account. Type: Lead Capture Label: Trial Account Created

#Content Download

Your video conferencing software company published two e-books: “50 Tips for Working Remotely” and “Communicating with Coworkers.” To download either e-book, users must input their name, e-mail address, and company name.

Conversion action: Downloading “50 Tips for Working Remotely” e-book. Type: Lead Capture Label: E-book – Remote Work Tips

Conversion action: Downloading “Communicating with Coworkers” e-book. Type: Lead Capture Label: E-book – Coworker Communication

#Event Registration

Your company offers several free webinars and networking events. To register for any of these events, users must input their name, e-mail address, and company name.

Note: If any of these events require purchasing a ticket, we recommend tracking those conversions as Purchases.

Conversion action: Registering for a webinar. Type: Lead Capture Label: Webinar – Content Marketing Tips

Conversion action: Registering for a networking event. Type: Lead Capture Label: Networking – NYC Meetup

#Newsletter Signups

Your publication sends a daily round-up newsletter and several newsletters about different topics.

Conversion action: Subscribing to a round-up of daily news. Type: Newsletter Signup Label: Daily Newsletter

Conversion action: Subscribing to the parenting newsletter. Type: Newsletter Signup Label: Parenting Newsletter

Conversion action: Subscribing to the politics newsletter. Type: Newsletter Signup Label: Politics Newsletter

#Magazine Subscription

Your publication offers two types of subscription products: “Digital Only” and “Print + Digital.”

Conversion action: Subscribing to”Digital Only.” Type: Subscription Label: Digital Only

Conversion action: Subscribing to “Print + Digital.” Type: Subscription Label: Print and Digital

#Ticket Purchase

Your company sells tickets to concerts and sporting events.

Conversion action: Purchasing a concert ticket. Type: Purchase Label: Concert Ticket

Conversion action: Purchasing a sporting event ticket. Type: Purchase Label: Sports Ticket

#FAQ

Can we track conversions in an app or in a distributed channel?

Currently Parse.ly only supports tracking conversions on websites.

I work for a company with multiple websites. Can Parse.ly combine conversions from those sites into one report for my entire group of sites?

Currently, Parse.ly doesn’t support conversions reporting on the network level.

How long is Parse.ly’s attribution window?

Parse.ly can give credit to pages that were viewed in the 30 days leading up to conversion.

For instance, a user visits your site in three sessions. During the last session, they make a purchase.

  • 31 days ago: Visits pages A and B.
  • 30 days ago: Visits pages C and D.
  • Today: Visits pages E, F, and G. Makes a purchase on page G.

Pages A, B, C, D, E, F, and G would be eligible for attribution for the conversion that occurred on page G.

We sent test conversion events. Can we have those deleted so the labels don’t show up as options in the report setup?

No, conversion events sent to Parse.ly cannot be deleted.

We changed how our conversion tracking is structured and now conversions are coming in with different types and labels than before. Can I get rid of the old labels and types?

No, conversion events sent to Parse.ly cannot be deleted.

Can we track a user’s journey across multiple sites?

Because Parse.ly uses first-party cookies to track users, we cannot follow the user across domains. For instance, let’s say you own two domains and one subdomain: bettersleep.com (your main site), shop.bettersleep.com (your ecommerce shop), and sweetdreams.com (a microsite). A user visits sweetdreams.com, then bettersleep.com, and then shop.bettersleep.com, where they make a purchase.

  • Parse.ly would be able to tie the purchase made on shop.bettersleep.com to the pages a user viewed on bettersleep.com beforehand.
  • Parse.ly would not be able to tie the purchase made on shop.bettersleep.com to pages viewed on sweetdreams.com because these are different domains.

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