Tip # 4: Tracking Internal Banner Impressions for Influencing Conversion
Often, so much emphasis is placed on the paid and earned channels that you want to understand the role of owned media as well. So when you place ads, banners, links, and videos on your site, you would like to know which ads have been served to the visitor and which ones were clicked on. One of the ways to do that is to use a list variable. This way, you can track the list of banners, videos, and links that users see and a separate list variable to track the ones that the visitor clicks on:
s.list1 =”Banner 1, Banner 2, link 1 , Video 1”;
Then when a purchase occurs, all the banners ad impressions and even click-throughs can be attributed to the success of the conversion. Yipee! Every ad gets credit for its contribution. That makes for a very happy marketer.