Setting the Conversion Goal for Your Landing Page
Conversion goals are what enable Unbounce to track the success of your landing pages.
You can set which action on your page should be measured as a conversion by clicking on the "Conversion Goals" tab in the page editor as shown below.
The conversion goal you choose can be any link you reference on the page (via a button or text link) or it can be the action of submitting a lead gen form.
Setting Multiple Conversion Goals
Currently you can set and track multiple conversion goals. They will all count towards your total conversions count, but we don't yet have the reporting to let you separate the conversions stats. It's generally better to only have one conversion goal but we do recognize the importance of secondary calls to action. It's on the list of improvements for the future.
Setting Up External Conversion Tracking
An external conversion is an action that takes place on a page other than your Unbounce landing page
Unbounce lets you track external conversions by embedding our tracking script on your target conversion page. This is great when you’re using an Unbounce landing page to drive online purchases, or anytime your real conversion action doesn’t happen on the Unbounce landing page itself.
This is especially important when you’re conducting a test as you need to know which page drives better overall results. As Anne Holland and many others have pointed out “you have to measure tests beyond the click”.
Follow the instructions below to embed a script on your conversion page. It’s best to place it just before the closing </body> tag.
If your Unbounce page has conversion goals set then you might get conversions counted due before they reach your external page. Most likely this means that you should turn off all Conversion Goals on your Unbounce page so that only visits to your external page are counted as conversions.
- Open the relevant page in the Unbounce Editor
- Open the Conversion Goals tab
- Clear all of the listed conversion goals
- Save & repeat for all variants
- Re-publish your page
- On your external page insert the following script:
External conversion tracking functionality in Unbounce (how it works)
When a visitor visits your Unbounce landing page, and subsequently visits your conversion page, the script will look for the Unbounce visitor cookie, and if it finds one, will make a tracking request back to the Unbounce servers. We then select the page that visitor has seen most recently, and if we have not previously recorded a conversion for that visitor, we'll bump your conversion count by one.
You must ensure that your Unbounce pages and your conversion page are on the same domain so that the tracking cookies can be read. For example, you could have your Unbounce pages at "promo.mycompany.com", and your conversion page on "www.mycompanyname.com", but you couldn't have your conversion page on "www.mypartner.com".
Debugging (Unbounce External Conversion Assistant)
To determine if your script has been installed correctly or if any conversion data was actually sent on your page, you can use the Chrome extension below:
When installed, simply click the Unbounce toolbar icon and the extension will check the page for the 'External Conversion tracking script'. If the icon turns from grey to blue, a tracking beacon was sent to mark a conversion.
Clicking the 'Advanced' tab will also provide you with additional tracking data.
Frequently Asked Questions
Do I have to configure this as a "conversion goal" in the Unbounce page editor?
No, just adding the script to your conversion page is enough.
Should I keep the conversion goals I've already configured?
That depends. Most likely you would remove any URL-click conversion goals so that a conversion is only recorded when your visitors hit your conversion page.
Will External Conversion Tracking Slow Down My Page?
No, the script itself is hosted on Amazon's CloudFront CDN for high-speed serving, and by adding the script just before the closing </body> element of your page, it won't affect the rest of your document loading.
Will the External Conversion Tracking Cookie Expire?
Yes, the tracking cookie expires after 72 hours. This means that in order for the conversion to be counted, your visitor must trigger the conversion within 72 hours of visiting the originating page.
Are There any Limitations to the External Tracking Script that Unbounce Uses?
The external tracking script currently identifies the conversion page based on the last page visited by your visitor. This may or may not work for you.
If you're currently using Unbounce to drive just one type of conversion (such as a newsletter signup, or purchase), then this will work fine.
However, if you're using Unbounce to drive multiple types of conversion, and your visitors are likely to see both types of Unbounce pages, you might end up with conversions attributed to the incorrect page.