BUNTAI SEARCH tracking is a very powerful system which provides you many benefits.
The system consists of click tracking and conversion tracking:
1. Click tracking- every click from every channel and network can be tracked using URL redirect. Click tracking stores valuable data for every click such as click time, referrer and search terms. This data fuels many of the capabilities of BUNTAI SEARCH.
2. Conversion tracking- Using Buntai’s conversion tracking for all your cross channel activity provides you with centralized reporting on conversions, de-duplication support, premium path to conversion (PPTC™) and more.
1. BUNTAI SEARCH redirects every click to a BUNTAI SEARCH tracking server.
2. During the redirect, the user who clicked on your ad receives a Buntai cookie.
3. Valuable data regarding the click and user are gathered during this process, such as: a. The actual search term that triggered the ad. b. The ad that the user clicked. c. The exact time that the click occurred. d. The Client IP. e. Geographical information – country and city. f. The domain the click came from. g. The user's browser
4. This information is made available for use in BUNTAI SEARCH to support the following capabilities: a. Campaign optimization using Keyword Harvesting. b. Identification of Negative Keywords. c. Methods of click fraud detection. d. Identification of websites to set as site exclusions and websites to advertise on. e. When used together with conversion tracking, producing the premium path to conversion (PPTC) for each converting user.
Absolutely yes. The BUNTAI SEARCH tracking servers, which handle URL redirect operations, are load-balanced, scalable and distributed worldwide to provide rapid and reliable redirection. They are capable of redirecting huge volumes of user traffic and are monitored 24/7 to ensure that load remains negligible. Stored data is frequently fetched from the tracking servers by BUNTAI SEARCH and processed into the system, so you will receive up-to-date information on your campaign’s performance.
Path to Conversion shows you the actual path ther surfer had till he got converted.
For example:the surfer searched for "Shoes" and reached your site. Couple of days later he searched for "Adidas shoes" and got again to your site but still didn't buy. The day after that he searched for "Adidas men's shoes", got to your site again and purchased a pair of shoes. That will be the path to that conversion.
The tracking system identifies specific users by applying tracking cookies. This enables BUNTAI SEARCH to track and group all clicks associated with a given conversion, and consequently, to show the full path to conversion.
Assuming you have all these three keywords in your campaign you will see the conversion for the keyword "Adidas men's shoes" because that was the click which brought the conversion.
With the Path to Conversion you can assign weights to the group of clicks that contribute to the conversion. You can use that so you can avoid deleting or pausing keywords you think they are not profitable.
Go to "Profile Settings" tab and choose "Path to Conversion".
Now you can decide how to divide the conversion between all the clicks which achieved the conversion.
The slider lets you set the value of a click for each step of the conversion process. If you set the slider to:
• “First Only” - Only the first click will be credited for the conversion. • “Prefer First” – The first clicks will be given more credit than the last ones. • "Divide Equally" – The credit will be distributed equally between all clicks. • “Prefer Last” – The last clicks will be given more credit than the first ones. • “Last Only” - Only the last click will be credited for the conversion (the default).
After choosing the preferred option press the "Save Changes" button.
The BUNTAI SEARCH tracking system collects most of the information required for the click tracking capabilities from the URL parameters. Dynamic manipulation of URLs, also called “Build URL,” includes values from these sources:
1. Parameters that the search engine provides, such as the keyword that triggered the ad. The supported parameters vary for different search engines. 2. Parameters that KENSHOO SEARCH adds to the URL, such as the ad group and campaign names of the clicked ad.
Additional information, such as the click time, is extracted from the HTTP request by the BUNTAI SEARCH tracking server.
Build URL supports changing the names of the existing parameters. You may also add your own parameters to the landing page URLs. As a result, you can create a customized URL structure for integration with your own tracking system. When customizing the URL structure, verify that the target site can support and digest the parameters in the URL.
You can access the Build URL from your "Profile Settings" tab. It will be under "Tracking".
Here is Buntai's conversion tracking capabilities:
Conversion Information- Conversion tracking accumulates historical conversion data in BUNTAI SEARCH, which allows viewing the number of conversions and conversion rates per keyword, per ad, or both, over a given time period. In many configurations, revenue data is also obtained per conversion, and is displayed along with derived statistics, such as profit and ROI. Additional information may be provided for a conversion, including its type (lead, sale, etc.), an order ID and a promotion code.
De-Duplication of Conversion- When advertizing with multiple channels and using their pixels, conversions may be erroneously reported in duplicate. This happens when a user reaches a website through one search engine or display channel, and later returns and converts through another channel. Both channels will take credit for the conversion, which results in incorrect performance statistics. Click tracking enables de-duplication of conversions.
Premium Path to Conversion (PPTC)- The sequence of clicks leading to a conversion is called the “path to conversion.” Click tracking can provide path to conversion data. It can also enable revenue attribution to different clicks in the sequence using the PPTC feature of BUNTAI SEARCH.
Keyword Harvesting- Conversion tracking also feeds the Keyword Harvesting capabilities of BUNTAI SEARCH. Search terms can be extracted from click data. Once a conversion is associated with the clicks that produced it, the relevant search terms are collected, and can be added to the appropriate campaigns, optionally with various expansions.
Real-Time Tracking- the BUNTAI SEARCH tracking server registers clicks in real-time. With the KENSHOO SEARCH tracking pixel, conversions are also reported to the tracking server as they occur.
You have various options for implementing conversion tracking with BUNTAI SEARCH. The method of choice depends on the type of advertising network, the ability to add pixels to the target website, and the desired functionality.
1. KENSHOO SEARCH- Tracking pixel which collects information about visitors' behavior on that web page.
2. Search Engines- Each search engine provides its own tracking pixel, which may be embedded in the target web pages. Conversion data then reaches the search engines and is later collected from them by BUNTAI SEARCH. For example, if the Google conversion pixel is implemented, BUNTAI SEARCH receives conversion data, which can include sales revenue, from Google Reports, and displays it in performance grids and reports.
3. External XML- BUNTAI SEARCH has a built in option to integrate with various 3rd parties such as affiliate networks and ad servers. Conversion data can be taken from 3rd party reports on a daily basis or every several hours depending on the 3rd party. Matching the affiliate data is facilitated by automatically adding a unique tracking identifier as a parameter in the landing URLs that reaches the 3rd party.
You can change the conversion source in your "Profile Settings" tab under "Advanced".
KENSHOO SEARCH tracking pixel is either Javascript or HTML code that is embedded on HTTP or HTTPS (SSL) pages. The pixel sends an HTTP request to the BUNTAI SEARCH tracking server whenever it is fired, in order to indicate that a conversion has occurred. This direct notification implies that using the BUNTAI SEARCH tracking pixel enables you to view conversion data in real time within BUNTAI SEARCH.
You can access BUNTAI SEARCH pixel in your "Profile Settings" tab under "Advanced".
Note! Use only one of the pixels, the HTML or the Java Script.
The definition of a conversion event is customizable and depends on how the pixel is used in the target website. A conversion can be fired for one or more of a variety of user actions such as clicks, purchases, deposits, leads, registrations and more. Each instance of a fired conversion indicates the action type.
The KENSHOO SEARCH tracking pixel allows you to provide the following parameters for each conversion: 1. Conversion type – the name of the action, such as conversion, deposit, lead, registration, etc. 2. Conversion value – such as the revenue from a purchase. 3. Order ID – typically a unique conversion identifier generated by the website. This can be used for de-duplicating if the website reports multiple conversions for the same order. 4. Currency – the currency that applies to the conversion value. If the revenue currency in the search engine differs from the client's currency in BUNTAI SEARCH, it will be automatically converted according to the same day’s conversion rate. 5. Promo code – the pixel can track conversion of offline campaigns, such as coupons, using a promo code parameter. Parameters may provide static or dynamic values depending on how the target web page is coded.
The JavaScript outlined below provides an example of the Kenshoo tracking code. The equivalent in HTML is also supported.
You can find it in your "Profile Settings" under "Advanced".
The following describes the parameters of the call to kenshoo_conv:
1. Profile ID- Each profile in BUNTAI SEARCH has a unique ID, which is shown in the profile settings screen. When you copy this code from the profile setting screens do not change the ID.
2. Conversion Type- Details the conversion type, which by default is set to ‘conv’. You can change this to any other relevant conversion type in your site. For example if you want to track registrations, simply change it to a value such as ‘reg’, or for lead to ‘lead’. That way you can change the conversion type and use it for different pages or actions.
Please note: While the pixel can support several different conversion types, you will be able to see them in the tracking log/report and the “multi conversions” report, but not on the main BUNTAI SEARCH grid. Therefore, we recommend using the type ‘conv’ for the conversion type that you want to view in performance grids and optimize upon.
3. Conversion Value- The conversion value or revenue. If you don't have a set revenue amount, just set it to zero.
4. Order ID- The Order ID is optionally a unique conversion identifier generated by the website. It can be in any format (for instance a timestamp) as long as it is unique to a conversion, and it is limited to 60 characters.
5. Promo Code- Promo code can support campaigns from different channels such as coupons or any offline campaign. The value indicates the source of the traffic.
6. Currency- This field will allow BUNTAI SEARCH to automatically convert currencies for the conversions values according to the conversion rate of that same day.
The pixel can support several different conversion types. you will be able to see them in the tracking log/report and the “multi conversions” report, but not on the main BUNTAI SEARCH grid.
If you want to see other type of conversion than the 'conv' in your main grid, contact Buntai's support and they will replace it for you.
When you define your conversion data source as "Search Engine" you will recieve the conversion data from the search engine.
Each search engine provides its own tracking pixel, which may be embedded in the target web pages. Conversion data then reaches the search engines and is later collected from them by BUNTAI SEARCH. For example, if the Google conversion pixel is implemented, BUNTAI SEARCH receives conversion data, which can include sales revenue, from Google Reports, and displays it in performance grids and reports.
You can choose this option in your "Profile Settings" under "Advanced".
XML is a type of report can be sent to BUNTAI SEARCH as a conversion data source by a third party.
BUNTAI SEARCH has a built in option to integrate with various 3rd parties such as affiliate networks and ad servers. Conversion data can be taken from 3rd party reports on a daily basis or every several hours depending on the 3rd party. Matching the affiliate data is facilitated by automatically adding a unique tracking identifier as a parameter in the landing URLs that reaches the 3rd party.
The following are example of affiliate networks with built-in support in BUNTAI SEARCH. For each, the method used to receive a tracking report from the affiliate network is also specified:
1. Commission Junction – configure a daily XML report to be sent to profile’s default e-mail 2. Click Bank – an hourly updated XML is pulled from the affiliate site 3. AdsMarket – configure a daily XML report to be sent to profile’s default e-mail 4. Azoogle- configure a daily XML report to be sent to profile’s default e-mail. 5. Neverblue- configure a daily XML report to be sent to profile’s default e-mail. 6. AdsMarket- configure a daily XML report to be sent to profile’s default e-mail. 7. Linkshare- configure a daily XML report to be sent to profile’s default e-mail. 8. Pepprjam- configure a daily XML report to be sent to profile’s default e-mail.
You can access it in your "Profile Settings" under "Advanced".
The tracking level means that BUNTAI SEARCH will add tracking parameters to the “Ad”, “Keyword” or both levels, as specified by you.
For example: if you choose "Keyword" as a tracking level, each of your keywords will get a unique URL so it can be identified.
• It is important to note that if URLs are only at the keyword level, the tracking level must be set to “Keyword”. If URLs are only at the ad level, the tracking level must be set to “Ad”. • The tracking level can be set to both. • The default is “Keyword level”.
You can select the tracking level from your "Profile Settings" tab under "Advanced".
BUNTAI SEARCH Tracking System shows real data regarding clicks and conversions for profiles, campaigns and keywords.
There are 3 levels you can access the tracking information: campaign level, adgroup level or keyword level. You jusnt need to select the level you want to track and click on the “Tracking” button to go to the tracking page.
Here we wanted to see the tracking information for adgroup "2 [2009/01/27]" . We select the ad group click the "Tracking" button. That's what we are going to get:
In this page you can see the real traffic data: click time, keyword, real search phrases, country, city, language, client IP, browser type, and type (click or conversion).
The Tracking System Displays:
• Ad headline when ad level tracking and keyword level tracking are used. • Keyword when keyword level tracking is used (if the traffic originated from a content network then the keyword seldom appears). • Actual Search Phrase when the Search or Search Network is used. • “No Keyword” in case of Content Network. • Type – Click or Conversions: You will see conversions if the advertiser’s site has BUNTAI SEARCH tracking pixel.
Note! You can see the tracking information only for 1 campaign, adgroup or keyword at a time.
There are 3 simple steps of integrating an affiliate network with your profile:
1. Choose the affiliate network you want to be integrated with when creating your profile.
Here is how you can do it: check the "Integrate this profile with 3rd party" box in step 6 of the "New Profile Wizard" process and click the "Next" button.
The next step is to choose the desired affiliate network and then to click the "Finish" button.
2. Enter your affiliate network account details in your "Profile Settings" under the affiliate network tab and click the "Save Changes" button.
3. Contact your affiliate manager and have him to define your reports to be sent to your profile's email. You can find your profile's email in your "Profile Settings" tab under "Basics" tab.
Whenever you can not use a pixel Buntai gives you the option to use a Seamless site tracking which is getting your conversions information as a report from the murchant's site.
Seamless Site Tracking is the newest Buntai tracking technology. It combines the best qualities of all other conversion tracking configuration options, and provides a simple way to achieve virtually all of the potential advantages of conversion tracking. Seamless Site Tracking is based on client transaction reports or affiliate tracking reports reaching KENSHOO SEARCH.
Deploying pixels on the target website is not required. The uniqueness of Seamless Site Tracking is that it enables BUNTAI SEARCH to derive rich conversion information very much like the BUNTAI SEARCH tracking pixel, without relying on this or any other pixel. Wherever client or affiliate reports can be provided, Seamless Site Tracking produces the optimal tradeoff between accuracy, convenience, and richness of data and features.
It uses the Buntai tracking cookie that is set while redirecting URLs through the BUNTAI SEARCH tracking server. The cookie ID is dynamically added to the URL while redirecting, where it serves as the “tracking ID,” which is later used to match the data provided in reports to all click data stored inside KENSHOO SEARCH for the converting user.
The dynamic tracking ID used by Seamless Site Tracking is longer than the static keyword/ad ID that BUNTAI SEARCH generates. Seamless Site Tracking is recommended whenever client or affiliate reports are in use and the reporting system can handle the longer ID (40 characters).
