A conversion occurs when a lead does an action on one of your digital assets. As soon as one of the following actions occurs (Page or section of website visited, Link to website clicked, Email sent, opened, clicked, bounced, unsubscribed, Form completed, Lead created, Discussion on chat, Message on chat), PUBLITRAC converts your lead by triggering an interaction with him.

Configure conversions

1. Select Analysis.

2. Click on Conversions.

The Conversions window is displayed.

3. Click Add to create a new conversion.

A new Conversion window is displayed.

4. Enter a Name linked to the conversion you want to measure. In our example, June Promo Email opened.

5. Enter the Action, among the actions available in the drop-down menu, on which you want to trigger a conversion. As opposed to the values, you cannot create custom actions.

Webpage visited : the conversion is triggered as soon as a lead visits one of the pages of your website.

The website link is clicked : the conversion is triggered as soon as a lead clicks a link from your website.

Send email : the conversion is triggered as soon as an email is sent to a lead.

Open Email : the conversion is triggered as soon as a lead opens your email. It is not necessary to click on a link.

Click Email : the conversion is triggered as soon as a lead clicks on a link in the email. Whatever the link, all links count.

Email Bounced : the conversion is triggered as soon as a bounced email message is sent by the email server.

Filled Out Form : the conversion is triggered as soon as a lead completes a hosted or web form and clicks on Submit

Email Unsubscribed : the conversion is triggered as soon as a lead unsubscribes from your mailings.

Lead Created : the conversion is triggered as soon as a new lead is created in your database, regardless of the source of the new lead (import, form, refer a friend, etc.)

Chat Discussion : the conversion is triggered as soon as a lead communicates with your company through CHAT.

Chat Message : the conversion is triggered as soon as a lead leaves a written message in your chat tool and you are offline.

Visited Webpage Section  : the conversion is triggered as soon as a lead visits a section of your website.

6. Choose the Operation (Is or Is not) coinciding with the action you want to implement.

7. Select the conversion Value, among the available values in the drop-down menu) to assign to your action. The Value field corresponds to the item to be assigned to the action so that the conversion is considered to be effective. This value will be different depending on the action you choose.

If the action you selected in point 5 is for example:

• • Send Email, opened, clicked, rebound or unsubscribed. The Value = name of the email (from the list of your emails present in PULBITRAC)
  • Web page visited, website link is clicked, Website section visited. For the Value, choose the URL or website section for which you want to calculate a conversion. For example, for web page visited, the URL of your home page.
  • Lead created, discussion or message on chat : no value to add, there is no choice of chat on a web site. You only have a single chat application so as soon as it is enabled for a conversation, the conversion is compiled. It is the same for a new lead or a message on chat.

 8. Click Save.

The screen below appears.

9. The new conversion created now appears under your Conversion List.

Once the conversion is triggered, it is necessary to wait a minimum of 20 minutes before you can analyze the performance of this conversion.

Change or archive your conversion

1. Select Analysis.

2. Click on Conversions.

The screen below appears.

3. Choose the Conversion you wish to modify.

4. Click on Edit.

The screen below appears.

5. Edit the desired fields.

6. Click Save.

 TIPS

• Once the conversion is triggered, it is necessary to wait a minimum of 20 minutes before you can analyze the performance of this conversion.

• Analyze the performance of your conversions

PUBLITRAC allows to track the leads that have converted as well as the context (campaign) in which the conversions have occurred. This allows, for example, to understand how many sales or conversions your visited web page has generated. You must apply a conversion to a link on your page that directs to the shopping cart. Your Conversion Details report will give the number of contacts in your database who clicked on the link to the shopping cart and thus see how many sales result from visits to this page.

1. In the Analysis menu, select Performance Reports.

2. Under Campaign Performance, choose the report: Conversion Details.

3. Click Summary.

For more details, consult the articles in the Performance Reports, Performance by Campaign section.