In digital advertising, not all user actions are created equal. While “Add to Cart” and “Initiate Checkout” are important signals of interest, they don’t always translate into revenue. Here is how we utilise customer actions in our funnelling:
Primary Conversion: Purchases
At the heart of any performance-driven campaign is the Purchase event. This is the metric that reflects true business outcomes, actual orders and revenue. By setting Purchases as your account-wide primary conversion, you ensure campaigns optimize for real sales, not just user engagement.
Fueling the Funnel
While Purchases drive optimization, micro-conversions like Add to Cart or Initiate Checkout play a crucial supporting role:
Audience building: Users who take these actions are highly engaged and can be retargeted effectively. For example, creating an audience of users who initiated checkout in the last 100 days allows for precise retargeting campaigns.
Funnel insight: Tracking micro-conversions helps identify where users drop off, highlighting opportunities to improve the buying experience.
Using Server-Side Conversions
To improve accuracy and reliability:
Channel-side conversions are tracked directly by platforms like Meta or Google. They show what the platform sees, but can sometimes be impacted by browser restrictions or ad blockers.
Server-side conversions are sent directly from your server, bypassing browser limitations. This improves accuracy and ensures your Purchase data is correctly captured, even if some users’ browser tracking fails.
By combining both, you get a complete picture of campaign performance: channel-side conversions for platform optimization and server-side conversions for accurate reporting and decision-making.
This structure keeps your campaigns focused on revenue, leverages user engagement for retargeting, and ensures accurate tracking across all platforms.