Advertisement, apart from bringing new users to a website, also aims at users taking specific action which the advertiser deems important for some reason.
Conversion is a state when a website visitor reaches a specified goal. The goal may be completion of an order, registration of a new user, registration in a mailing list, downloading of a demo version of software, displaying a price list or another important website.
Conversion measurement gives you an opportunity to monitor and assess advertisement efficiency and return on the investment. The statistics show how many users completed a purchase, how many clicks were required to get a converting visitor or what the value of completed orders is.
In order to allow the system to understand that a user of Sklik advertisement has reached the goal, the advertiser or their webmaster must enter a generated conversion code on the conversion page.
Visitors arriving through Sklik advertisement are subsequently identified through a record stored in their computer – a cookie file with a validity of 30 days. Therefore, if a visitor reaches the conversion page within 30 days of first visiting the website through Sklik advertisement, their conversion is counted on the day of measurement.
This is a page that confirms the completion of a given activity, e.g. a page with a thank-you note for a purchase, registration or sending a form. In the majority of measurable activities, this is a unique page which the user only visits on the condition of completing the purchase process, sending a filled form or meeting any other condition.
To generate the measurement code, open your account and go to Tools -> Conversion monitoring -> Generate new conversion. Once you set the corresponding parameters, the system generates a unique fragment of the HTML code that must be included in the body of the conversion page.
The measurement of conversion value allows for simple monitoring of profitability on converting users. We recommend that the conversion value be entered as earnings – value of the order or, better, gross profit – earnings less cost, without conversion cost for the time being.
If the price of orders is not the same on all occasions, you have the possibility of using a variable in the measurement code to dynamically enter the current value of the order behind the currently generated conversion value. Your webmaster can perform this modification on the conversion page.
In some cases, the conversion value in the interface might not be the equal across individual display levels (campaign / adgroup / keyword). The reason is that no conversion occurred during the specified time on a lower level, but there has been at least one transaction that is not shown in the interface. To obtain comprehensive statistics, it is necessary to prepare a detailed statistical report that includes transaction values.
While conversion indicates that a visitor has become a customer, transaction states how many times that user has reached the goal.
If within 30 days from clicking a Sklik advertisement a converted user completes 3 purchases, the data counted is 1 conversion and 3 transactions. To obtain a fair assessment of advertisement efficiency, it is recommended to monitor transactions in activities which users repeat by principle.
This allows you to see, directly in Sklik’s advertisement interface, information on the quantity or total volume of orders. Statistical data related to transactions is available only in the detailed statistical report.