Set up conversion tracking

  • Updated

Visitors to your website may often go back and forth between your main site or parent domain (such as and separate blog or subdomain ( The parent and children domains often attract the same audience and appear to the audience as a single cohesive experience. Optimizely Content Marketing Platform (CMP)’s conversion tracking lets you have a singular view of activity taken by a user across subdomains, providing a view of the visitor journey. This lets you make informed decisions based on accurate, comprehensive data.

  1. To get conversion tracking working across parent and children domains of your organization, install the JavaScript snippet across your main domain and every subdomain you want to track. CMP's JavaScript Snippet makes use of Google Tag Manager (GTM) to track events on your website. If you already have Google Tag Manager installed, there shouldn't be any conflicts or impact to your existing setup. 
  2. After you install the JavaScript snippet, work with your CMP technical consultant to create a list of user actions that you would like to track across domains. Common examples of high-value user actions are metrics that serve as leading indicators of ROI. For a B2C company, this may be driving from a blog to a commerce site, whereas, for a B2B company, it may be tracking lead generation form completions. If you’re having trouble coming up with actions that seem like a good fit for your business, contact your CMP team so they can work with you to define these goals.
  3. After goals are defined, our team will set up the actions. 24 hours after the actions are set up, you can use the Action Analytics tab in the Analytics view to better understand your users’ interaction with your sites.

You can configure CMP’s JavaScript to activate events based on the actions that you decide to track on your blog or main website. When you click a specified action, your last viewed piece of content (stored via a third-party cookie) can be associated with the action event, which powers CMP’s Actions analytics feature.

The following image shows some actions that are configured and are being tracked by CMP. Every time an action takes place, the numbers are updated within a 24-hour period. If an article was the last article that a user consumed within 24 hours of taking an action, then that article is given credit for generating the particular action and that action is counted as an action generated by content.