The conversion block is used to calculate the conversion (receipt of new orders) as well as to collect and view analytical data on UTM tags in Yandex.Metrika and Google Analytics after sending Email and SMS. The functionality of working with UTM tags is available in the rules and mailings.
Important!
Conversion is calculated for each step separately without overlapping. That is, if the customer placed an order during the second step, the conversion will be counted for the second step, not for the main one.
When activating the "UTM tags" toggle switch, additional fields appear for setting parameters.
The first 3 parameters (source, medium, campaign) are mandatory. When the settings are activated, the specified parameters are already filled in by the system automatically. You can leave the system data or clear it by specifying your own (to do this there is a cross for quick clearing next to each of the input fields). In case you left the mandatory parameters blank, at the moment you click the "Save" button the validation message - "The field should not be blank" - will be displayed with blank fields highlighted.
Note
The system checks the uniqueness of the data entered in the input fields. In case of a duplicate, an informational message will be displayed stating that this tag combination has already been used before. You can ignore this message and save the changes anyway. In this case it is possible that the conversion/statistics for this tag will be common in several mailings/campaigns, if one addressee appears in several mailings.
Only letters of the Latin alphabet are used to write tags. Spaces are automatically replaced with the underscore character "_". The characters "&", "#", "=" or "?" cannot be used to write tags.
The specified tags will be added to all email links automatically. In the case of SMS, the tag will not be automatically inserted. In this case you can use the generated tag in conjunction with a link shortening service. That is, embed a generated tag into the link to the site and shorten it using a specialized service in order to reduce the number of characters used in the SMS message.
An example of a tag in a website link: https://site.com/?utm_source=retailcrm&utm_medium=email&utm_campaign=campaign136-2, where everything after https://site.com/ is a tag.
Conversion calculation logic
For an order to be counted as conversion to any Email or SMS sending, it must have a 100% tag match to the one that was specified when sending the message. That is, if the order came with 4 tags and we specified 3 in the mailing then this order is not counted.
If several sendings from the system contain tags with which the order came, then this order is counted in the conversion of all the sendings.
The conversion settings for new orders received without UTM tags are specified below. The time during which the conversion will be counted is available for setting. The time during which the conversion will be counted is available for setting. It is specified in hours or days.
Note
Conversion by UTM tags has nothing to do with the conversion window without them. It is calculated and updated even if the order is placed a month after receiving the email.
Two conversion calculation options can be active within the same mailing. However, 1 order cannot be counted in both options. Let's consider an example of what happens if 2 conversions are selected:
An order came that matched the tags + SMS led to a mail opening/delivery. In this case the conversion is counted only by tags. If the condition for tags does not match, but the mail opening /delivery caused by SMS was realized and it occurs in the conversion window, then the customer is counted in the conversion upon receipt of new orders (without UTM tags).
The conversion calculation logic (of the system, without UTM tags) depends on the action type:
- Send Email - only open emails are counted.
- Send SMS - only delivered SMS are counted.