Tracking users who have completed a desired action, such as a product purchase, is also known as conversion tracking. Google Analytics is often used for this, which is not legally safe and does not require permission. Conversion tracking is also possible without the user’s consent.
Above all advertisers would like to know which ad works best. A/B testing (split testing) is commonly used Variations of an Ad generated to see which variant preferably works.
Like a advertising measure working is a mostly subjective determination of the advertiser. This determines which action of a user as good luck is seen. It has to be at least one click on an ad, otherwise it can’t be successful.
A desired action is, for example, a product purchase in online stores. But even if a user places an item in the shopping cart, a fictitious value can be assigned to it.
Also low level actions desired and can therefore be seen as a success. For example, if a user Subscribed to newsletter or register for a free webinar.
In addition to paid advertisements, there are also unpaid measures or measures that are not immediately recognizable as advertising. This includes links in third-party blogs to their own website (backlinks), but also own contributions on their own website.
Conversion tracking now determines the tractor a desired action, ie where a user comes from who has desired something. This determines the initiator or impulse for a user action.
When conversion tracking takes place in the online store, it is often referred to as eCommerce tracking.
Technically, with conversion tracking, entry point to be noticed. Once a desired action has been performed, the entry point should be associated with the action and stored internally for later evaluation.
become frequent landing pages used to target users. A landing page is a home page. From a technical point of view, there are several cases to consider.
If the user has performed a desired action directly on the input page, it is easy to determine from which source the user came to the page. For this only the referrer, ie the technical caller, can be read. In addition, for security and finer control, the URL parameters specified when invoking can be evaluated.
In contrast, if the user navigates back and forth after visiting the viewed website before subscribing to a newsletter, for example, tracing the source the user comes from is more demanding. Of cookies this is the easiest way. But ยง25 TTDSG has something against it (the ePrivacy Directive, so to speak).
Some website operators use Google Analyticsto track users. This is a very bad idea from a data protection point of view. Even with the user’s consent, this Google tool cannot be used in a legally safe manner. Anyone who asks for permission in the right way will also lose at least 50% of the data. In my posts I show that things can be improved by proposing solutions.
Frank Kremin and I discuss all this and more about conversion tracking in the luxury data protection podcast. As always, a quote that fits the subject should not be missing. Frank has one Adriano Olivetti selected, from which the OSI 8-layer problem becomes clear (the computer scientist knows what is meant).
Towards the end of the podcast we also talk about the controversial issue EU chat control.
You can find more of my conversion tracking articles here:
The previous episodes of the Data Protection Deluxe Podcast are: