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Conversion Tracking Setup Process| Hitchhikers Platform

What You’ll Learn

In this section, you will learn:

  • How to enable Click Tracking
  • How to create a Conversion Action
  • How to install Conversion Tags

Overview

Once you have determined what you’d like to track, the process to set up your Conversion Actions can be broken down into a few steps.

This first thing to do is Enable Cookies across all of the relevant products. Once cookies are enabled, we will be able to start tracking analytics right away.

Step 1: Enable Cookies

Tag-based Conversion Actions log visitor clicks, as well as visitor conversions, and matches up the conversions to the clicks based on a unique cookie-based identifier. As a result, in order to use tag-based Conversion Actions, you need to first enable Click Tracking on your relevant Yext products. Then you can complete the process and install Conversion tags where the conversion events occur.

Enabling Click Tracking needs to be done for each product area. Below you will find the steps to enable Click Tracking for each applicable Yext product.

Note: Enabling Cookies is only relevant if you are leveraging tag-based Conversion. If you are creating click-based conversions (e.g., to track clicks on Listings) you do not need to enable cookies.

Tag-Based Conversion Actions and Cookies

When enabling Conversion Tracking on the Yext products, you will have the option to select your desired Cookie setting for that product.

  • Always off: Cookies will never be used. This means that Conversion Tracking won’t attribute any conversions to clicks.
  • Always on: Cookies will be enabled, allowing Conversion Tracking to attribute conversions to clicks for all of your visitors.
  • Per-user opt-in: Cookies will be enabled if a user consents to the use of cookies on your site. You will need to adjust the code to connect with your consent management solution so that cookies are only used for visitors who have consented to the use of cookies.

The steps to enable Click Tracking are similar for each product. To get started, navigate to the Conversion Tracking section of the platform:

  1. Click Analytics in the top navigation bar
  2. Click on the Conversion Tracking sub-tab
  3. Click on the Manage Conversions link
  4. Click on the Conversion Tracking Setup button

Then, the steps will vary slightly depending on the product you are enabling Conversion Tracking on. You will only need to enable Conversion Tracking on the products that you would like to track Conversions on.

Listings

For Listings, you will only need to enable cookies if you want to attribute clicks on Listings to Conversions on your website. If you just want to set up click-based tracking on Listings (e.g., driving directions or mobile Clicks-to-Call), you do not need to enable cookies.

To enable cookies for Tag-based Conversions after Listings clicks:

  1. Click Listings
  2. Select the checkbox next to Enable Listings Tracking, and review the disclaimer
  3. Click Save

Knowledge Tags

  1. Click Open Knowledge Tags Tab
  2. Click on the Add Knowledge Tags to Website button
  3. Click on the Select Entity button and select the desired entity
  4. Select your desired analytics settings
  5. Read the message in the dialog box and click Confirm
    • If you selected Per-user opt-in, fill in the custom Javascript code based on the interface of your consent management system
  6. Copy the Script Tag and paste it before the closing tag on your website
    • If you already have Knowledge Tags installed on your site, you will just need to replace it with the new code snippet that includes your Click Tracking settings

Pages

If you built your Pages using the Page Builder, follow the steps below. If Yext built your Pages for you, reach out to your Client Success Manager to enable Click Tracking on your Pages.

  1. Click on the name of the Page Builder Template
  2. Select the desired cookie settings in the Analytics Control box
    • If you selected Per-user opt-in, fill in the custom Javascript code based on the interface of your consent management system
  3. Read the message in the dialog box and click Confirm
  4. Click Save

Answers

In order to enable Click Tracking for Answers you will enable it in the global_config.json file, as we are enabling persistent cookies for users who search on Answers.

  1. Click Pages in the top navigation bar
  2. Click on the Sites sub-tab and click into the Site that the Answers experience is under
  3. Click into the Code Editor, and navigate to your config/global_config.json file.
  4. Ensure conversionTrackingEnabled is set to true
  5. Commit your changes

Step 2: Create your Conversion Actions

Once you have enabled Conversion Tracking on the relevant products, it’s time to create your Conversion Actions. Based on what actions you would like to track, you can create both Click-based and Tag-based conversions to attribute Clicks and Conversions to relevant actions in the customer journey.

To create a conversion:

  1. Click Analytics in the top navigation bar
  2. Click on the Conversion Tracking sub-tab
  3. Click Manage Conversion Action
  4. Click + Add Conversion Action

Then, for every Conversion Action you will fill in the following information:

converison tracking set

Conversion Name: Internal name for the Conversion Action

Conversion Type: Select the action you would like to track — Purchase, Lead, Page View, Sign up, Other

  • Note: this is an internal label to help you differentiate between the conversion types.

Conversion Trigger: Clicks or Tag

  • Click-based Conversion Triggers will automatically treat certain clicks as conversions. This assigns value to an action on the page.
  • Tag-based Conversion Triggers let you create conversions anywhere you want using a Javascript tag, which are attributed to Yext-powered clicks earlier in the customer journey. This assigns value to multiple actions that have been taken on a journey that led to a conversion.

The rest of the settings differ depending on whether you create a Click or Tag-based Conversion.

conversion tracking flow

Select the Click Type (Click-Based Conversions only)

  • Select the Click Type, Medium, and Entities you’d like to track clicks for.
    • Overall, we recommend selecting all mediums. Whether the click happens on a Listing or your Pages, you want to track that.
    • You can also add different criteria for any additional clicks that you want to count as conversions.

Choose a Conversion Value

  • Use the same value: Enter a value that will be used for each conversion.
  • Use different values for each conversion (Tag-Based Conversions Only): This will retrieve the dynamic value of the conversion (e.g., the value of the shopping cart at checkout). The default value you enter will be used if the dynamic value cannot be retrieved for a specific conversion. We recommend choosing this option as you will have a more accurate value per conversion. When entering a value for your Conversion, you should take the Average Order Value into consideration.
  • Don’t use a value: This is not recommended as this will not associate any value with your conversions.

The following settings only apply to Tag-Based Conversion Actions:

Conversion Term: Set a Start Date and End Date. You can use Start Date to retroactively apply Conversion Actions to historical click records in order to collect conversion data from a date prior to the Conversion Actions’s creation, and you can use End Date to stop counting conversions after a certain point without completely removing all data. This is especially important for preventing loss of data if you are transitioning from click-based to tag-based Conversion Actions.

  • Is on or after: Include conversions that occur on or after a specified date
  • Between: Include conversions that occur between two specified dates
  • Before: Include conversions that occur before a specified date

Count:

  • Every: Set all conversions to count per click or interaction (e.g., for purchases)
  • One: Set one conversion to count per click or interaction (e.g., for newsletter sign up)

Conversion Window: Select the maximum time after a page interaction that you want to count conversions.

Attribution Model: Allows you to determine how much credit each click gets for your conversion.

  • Last Click: This attributes 100% of the credit on the last click before conversion.
  • First Click: This attributes 100% of the credit on the first click a user had within the attribution window.
  • Linear: This divides the credit evenly among all clicks that took place in the conversion window. Linear is the recommended attribution method and will be the default selection.

conversion window

Step 3: Install Conversion Tags for Tag-Based Conversion Actions

For Tag-based Conversion Action, you will need to Install the Conversion Tag on the page where the conversion occurs.

Once you have set up your Conversion Actions, you will need to install the Conversion Tag on your website wherever your conversions take place in order to track conversion events. For example, you may want to install the tag so that it is loaded after a form is submitted, or when an order confirmation screen has loaded.

There are two ways to install Conversion Tags:

  • Manually: You can manually add the tag to your website.
  • With a Tag Manager: You can use a Tag Manager you work with. Currently, Yext has built-in tags available with Google Tag Manager, and Adobe Launch but you can generally use any Tag Manager.

Install Tags Manually:

  1. Click on the Manage Conversions link
  2. Click Edit next to the desired Conversion Action
  3. Click Tag Setup
  4. Click Install the tag yourself
  5. Copy the Javascript code and paste it inside the section on the page where your conversion occurs

Install Conversion Tags with a Tag Manager:

  1. Log into your Tag Manager and add a custom tag
  2. Copy the Conversion ID from within your Yext account
  3. Configure your desired settings and save and publish your changes

For specific steps for Google Tag Manager or Adobe Launch, see the Install Conversion Tags Using Google Tag Manager, or Install Conversion Tags Using Adobe Launch Help Center article.

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Tip
Conversion actions can be set up via the Admin Console using Config as Code! To learn more about how to use the Admin Console, visit these modules found in the Solution Templates and the Admin Console track!
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    When do you need to enable Cookies on the Yext products?

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    Which of the following are steps required to create a Click-based Conversion Action? (Select all that apply)

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