Conversions

The conversions report allows you to measure how your content influences conversions.

#How to get started

  1. Reach out to your account rep or hello@parsely.com. Conversions are available to Enterprise customers at an additional cost.
  2. Work with our Solutions Engineers to choose which conversions you want to measure and develop a tracking plan, using these implementation instructions as a guide.
  3. Add code to your site to track conversions.
  4. Solutions Engineers will test and confirm that conversions tracking is properly implemented and enable the report.
  5. Run or schedule the report. Reports are generated every Monday.

#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

When you (or your team’s developer) add conversion tracking code to your site, you’ll need to include one type and one label for each conversion event that’s sent to Parse.ly. These types and labels will then appear in the conversions report.

#Report options

When you set up a conversions report, you can specify the time range, conversion type, conversion label, and attribution model.

Time range

The report is available on a weekly basis. It runs every Monday and includes data from the previous Monday through Sunday.

Type

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

  1. Lead Capture – When a user provides identifying details (e.g. email, name) via a form to indicate product interest (i.e. a lead).
  2. Link Click – When a user clicks a link or button (e.g. an internal link or affiliate link).
  3. 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.
  4. Subscription – When a user buys a subscription that will result in recurring revenue.
  5. Purchase – When a user completes the one-time purchase of a product.
  6. 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

The label lets you specifically identify the conversion 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.”

Note: You’ll define the label in the conversion tracking code you add to your site. Parse.ly will receive the label when you send us a conversion event. (Learn about sending conversion events.)

Attribution

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

Note: Referrers and campaigns ignore the attribution selected and use last touch attribution. Parse.ly only shows the last referrer or campaign the user interacted with immediately before the converting session.

Last Touch

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

If a visitor views 4 pages and converts on the last page:

  • Page 4 will get a “conversion point.”
  • Pages 1, 2, and 3 will not.

For each page, we take the total conversion points (Conversions) and divide by the Total Visitors to get the Conversion Rate.

Linear

Linear (also known as “equal weighting”) 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.

If a visitor views 4 pages and converts on the last page:

  • Page 1, 2, 3, and 4 will each get a “conversion point.”

Pages Before Conversion

Pages Before Conversion gives credit to every page viewed within 30 days of the conversion event, except the page where conversion occurred. This allows you to see what pages were visited on the path to conversion.

If a visitor views 4 pages and converts on the last page:

  • Pages 1, 2, and 3 will each get a “conversion point.”
  • Page 4 will not.

For each page, we take the total conversion points (Visited Before Conversion) and divide by the Total Visitors to get the Contribution Rate.

#How Parse.ly calculates conversions

Attribution window

How far back does attribution go? Using the Linear and Pages Before Conversion attribution models, Parse.ly gives credit to any pages viewed in the 30 days leading up to 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 webinar (Lead Capture) and buying a ticket to an event (Purchase).

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

Affiliate Link Click

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

Internal Link 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?

How far back does attribution go? Using the Linear and Pages Before Conversion attribution models, Parse.ly gives credit to any pages viewed in the 30 days leading up to 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, any 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, any conversion events sent to Parse.ly cannot be deleted.

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