Convertro Solutions

Accurate Conversion Data Stems From Accurate Conversion Tracking

Convertro Solutions VIsitor Tracking Convertro Media Attribution Convertro Actionable Data Convertro Phone Tracking

Visitor Tracking

Issue: Visitor tracking methods employed by conventional analytics software fall short in four primary areas due to reliance on traditional browser-based cookies:

Visitors can clear their cookies and cache between visits.



1. Visitors can clear their cookies and cache between visits. According to Comscore.com, 33% of users clear their cookies at least once in a thirty day period. If a user clears his or her cookies prior to a subsequent visit, conventional methods will treat this repeat visitor as a new visitor.



On average, visitors use 1.5 browsers to surf the internet.



2. On average, visitors use 1.5 browsers to surf the internet. Since cookies are browser specific, when the customer switches between browsers, conventional methods duplicate these visitors.





Increasingly strict browser default privacy and security settings can result in the blocking of third party cookies



3. Increasingly strict browser default privacy and security settings can result in the blocking of third party cookies and, in some cases, first party cookies. Cookie-dependent methods would be ineffective under these scenarios.



If a customer visits a site via two different machines prior to a conversion event, the visitor sessions with not be linked




4. If a customer visits a site via two different machines prior to a conversion event, the visitor sessions will not be linked, causing traditional analytics software to report two different visitors – one that purchased and one that didn't.



Implications: Traditional analytics software overstates the number of unique visitors to a site. It is unable to bridge cross-browser and cross-machine user sessions, which means it understates the number of referring URLs associated with a conversion and understates conversion rates. Marketers are left with an incomplete picture of what is driving conversions on their site.

Solution: The Convertro Visitor Tracking Code completely eliminates the issues of cookie dependency. This means that a visitor can clear his/her browser cookies and cache or toggle between browsers and still appear as a unique visitor. We also have at least a 50% success rate tracking the same visitor across machines if they do end up converting. The result is a very rich set of conversion data that most accurately represents the true sources that drove any particular conversion.