This feature is not available for new accounts created from January 2023.
The option to add external tracking remains available.
What is it?
Check the best performing products in terms of profitability with the Lengow tracking; the products that bring you the most conversion.
For example :
- a customer enters a website via a click on a product "tracked" by Lengow (product A)
- He does not buy product A, but buys the product B
- The click and the sale will be attributed to the tracked product so the product A, and not the product finally sold.
How does it work ?
Lengow places a cookie on the computer of the internet user who is the "buyer" as soon as the user clicks on one of your products from a distribution channel that is tracked by Lengow (e.g., from a link from Google Shopping site).
To retrieve clicks and sales generated by the redirection to your merchant website, it is necessary to install three Lengow tracers in the HTML of your site:
On the Lengow platform, consider choosing a tracking conversion period.
If the trackers are installed and activated (if Lengow gets the clicks statistics for example), a green dot appears as below.
Tracking Conversion Period
The tracking conversion period specifies the period during which you attribute a sale to a distribution channel.
If a click has been tracked by Lengow and this results in a direct sale on your site during the period covered by the tracking conversion period, the sale will be linked to the click, and therefore also with the associated distribution channel, within Lengow's statistical features.
For example, if you specify a thirty-day period, a buyer who clicks on a tracked link and who makes a purchase on your site 20 days later will automatically cause a sale to be attributed to the comparison site where the user clicked 20 days earlier.
After the expiry of this thirty-day period, Lengow will no longer account for the sale in its statistics, and will instead treat it as a "direct" sale.
Deduplication
"Deduplication" or "smart compression" allows to assign only one sales statistic at the end of the conversion period.
Indeed, if during the defined period, the user has clicked on several Lengow "tracked" links which led him each time on the same product page on the merchant's site, and that the latter did not make his purchase that via the last link tracked, then the sale is automatically attributed to the last channel who generated the redirection allowing the user to make the purchase at the end of this period.
Checking tracking install in Lengow
In order to ensure that your trackers are fully functional, a colored icon shows its current status:
- Green: The tracker has been activated within the last 48 hours.
- Orange: The tracker has not been activated for at least 48 hours.
- Red: The tracker has not been activated in the last seven days or has never been activated.
Implement the Lengow trackers
1. Click tracker
This tracker allows you to retrieve the number of clicks performed by each user.
The code is available in the platform: "Company settings" > "Performance" and then on the "Tracking" tab.
- Implement this code on all pages of your e-commerce site.
Warning! Consider choosing a tracking conversion period.
2. Checkout tracker
This tracker allows you to retrieve orders generated on your site. It works with the Conversion tracker.
- Implement this tracker on the pages of "choice of payment" of your site and fill in the variables (in red in the code) with the information given by your commercial site.
If you can not complete the variables requested at the time of the "payment choice", install this tracker on the same page as the tracker "Conversion tracker" (on your return page to the store after confirmation of payment). Make sure to place these two trackers at a distance from each other (i.e. one at the top of the page and a second at the bottom of the page).
The code is available in the platform: "Company settings" > "Performance" and then on the "Tracking" tab.
Warning! You must replace the red variables with the corresponding value from your e-commerce website. If you choose not to enter the recommended variables, remove the entire parameter instead (e.g.: &payment_method=%payment_method%)
Variables list and definition:
- %account_id% (mandatory): Your Lengow account username. (You can find your username by clicking on your avatar at the top right-hand corner of the platform, then on "Company settings" > "Account ID: XXXX").
- %order_ref% (mandatory): Order reference generated within your e-commerce software for your back office.
- %amount% (mandatory): The amount of the order (e.g., 327.0000).
- %currency% (mandatory): The currency in ISO_4217 format (e.g.: EUR, GBP. etc.).
- %payment_method% (recommended): The way the order was paid for (e.g., : credit card, PayPal).
- %cart% (recommended): List of ordered products with the unique identifier, the price and the numbre of ordered products. The expected format is in JSON.
Example:
{
product_id: "13812",
price: 12.99,
quantity: 2
},
{
product_id: "12813",
price: 24.99,
quantity: 1
}
]
- %newbiz% (recommended): Specify the value as "true" if this is a new customer (placing his or her first order); otherwise set the value to "false."
- %cart_number% (recommended): The reference for the shopping cart.
- %billing_address% (recommended): The billing address applicable to the order (Format : String)
- %sale_type% (recommended): specify the source which led to the order being placed (exemple: SEO, SEA, retargeting A, retargeting B, etc.). Where your orders are attributed to a distribution channel that is connected to Lengow, this information is automatically filled in. If you do not specify any information and the order is not attributed to a distribution channel that is connected to Lengow, the order type will default to the "direct" type.
3. Conversion tracker
This tracker allows you to retrieve orders placed on your site where payment has been verified by the bank or any other payment method such as PayPal or Paylib.
Note: Click tracking must be done (green dot displayed) for sales tracking to be functional.
The code is available in the platform: "Company settings" > "Performance" and then on the "Tracking" tab.
- Implement the code into the page that returns the user to the store after confirmation of payment.
Warning! You must replace the red variables with the corresponding value from your e-commerce website. If you choose not to enter the recommended variables, remove the entire parameter instead (e.g.: &payment_method=%payment_method%)
- %account_id% (mandatory): Your Lengow account username. You can find your username by clicking on your avatar at the top right-hand corner of the platform, then on "Company settings" > "Account ID: XXXX").
- %order_ref% (mandatory): Order reference generated within your e-commerce software for your back office.
- %payment_method% (recommended): The way the order was paid for (e.g., : credit card, PayPal).
Test the Lengow trackers
To test whether your trackers are working without waiting for your first real order, you can carry out a test order from a link that is tracked by Lengow.
- Retrieve the product URL in the trk.lgw.io format, or with the ?LGWCODE setting in the "Preview" tab of your distribution channel.
- Copy and paste the code into a new browser tab to access your site
- then order the product
After thirty minutes, the colored icons should have turned green.
If this is not the case, please follow the following process:
- Carry out a new test sale (see above), and open the source code at each of the following steps:
- the order confirmation page
- the page to return to the store after payment confirmation
- On these pages, check to ensure that the trackers are there and with good variables.
- Keep the source code opened during the order process.
If the sale does not appear in Lengow's statistics after thirty minutes, contact the Lengow customer support team, providing the source code of your pages.
Add external tracking
Use the Matching Attributes to directly add your additional tracking parameters to the "Url" attributes of channels.
Example:
The link below is changed directly in the Google Shopping channel settings to:
- identify the traffic coming from a comparator site (utm_source = comparator)
- by means of an "adwords" link (utm_medium = cpc)
- as part of the "autumn-winter" campaign
If you want to create url, calling from values included in your products catalogue, call that field in your tracked url.
Example: I want to have the value from the "CATEGORY" field of my products catalogue in the utm_term. I write this in Lengow:
$PRODUCT_URL?utm_source=comparateur&utm_medium=cpc&utm_campaign=automne_hiver&utm_term=$CATEGORY
The trackers used in this example are Google's Utm, but many others are possible!
Read the Eulerian tracking guide if you use this solution: "Add Eulerian tracking to products urls"
Disable Lengow tracking
At any time, you can choose to disable Lengow tracking and stop the feedback of click and command statistics in the platform.
To do this, go to the tracking settings page: Click on your avatar at the top right of the platform> "Account Settings"> "Performance"> "Tracking" tab
If the option isn't available, it means that you don't have the right to disable tracking on your Lengow account. Contact your Lengow account owner to find out why.
'Tracking" tab isn't available
If the "Tracking" tab isn't available in your account, it means that it has been blocked by Lengow at the request of the owner of your Lengow account. This blocking was carried out in accordance with your contract.
To find out why and/or remove thos blockage, contact your Lengow account owner or your Lengow account manager. An amendment to the contract must be signed for any changes.
