Unbounce lets you track external conversions by embedding our tracking script on your target conversion page. This is great when you’re using an Unbounce landing page to drive online purchases, or anytime your real conversion action doesn’t happen on the Unbounce landing page itself.
This is especially important when you’re conducting a test as you need to know which page drives better overall results. As Anne Holland and many others have pointed out “you have to measure tests beyond the click”.
What is it?
An external conversion is an action that takes place on a page other than your Unbounce landing page.
What you need to do
Follow the instructions below to embed a script on your conversion page. It’s best to place it just before the closing </body> tag.
Please Be Aware
If your Unbounce page has conversion goals set then you might get conversions counted due before they reach your external page. Most likely this means that you should turn off all Conversion Goals on your Unbounce page so that only visits to your external page are counted as conversions.
Open the relevant page in the Unbounce Editor
Open the Conversion Goals tab
Clear all of the listed conversion goals
Save & repeat for all variants
Re-publish your page
On your external page insert the following script:
How does it work?
When a visitor visits your Unbounce landing page, and subsequently visits your conversion page, the script will look for the Unbounce visitor cookie, and if it finds one, will make a tracking request back to the Unbounce servers. We then select the page that visitor has seen most recently, and if we have not previously recorded a conversion for that visitor, we'll bump your conversion count by one.
You must ensure that your Unbounce pages and your conversion page are on the same domain so that the tracking cookies can be read. For example, you could have your Unbounce pages at "promo.mycompany.com", and your conversion page on "www.mycompany.com", but you couldn't have your conversion page on "www.mypartner.com".
Do I have to configure this as a "conversion goal" in the Unbounce page editor?
No, just adding the script to your conversion page is enough.
Should I keep the conversion goals I've already configured?
That depends. Most likely you would remove any URL-click conversion goals so that a conversion is only recorded when your visitors hit your conversion page.
Will Unbounce count conversions even if a visitor hasn't converted via my Unbounce page?
No, we'll only count visitors to your confirmation page that have our tracking cookie.
Will it slow down my page?
No, the script itself is hosted on Amazon's CloudFront CDN for high-speed serving, and by adding the script just before the closing </body> element of your page, it won't affect the rest of your document loading.
Will the tracking cookie expire?
Yes, the tracking cookie expires after 72 hours. This means that in order for the conversion to be counted, your visitor must trigger the conversion within 72 hours of visiting the originating page.
Are there any limitations?
The external tracking script currently identifies the conversion page based on the last page visited by your visitor. This may or may not work for you.
If you're currently using Unbounce to drive just one type of conversion (such as a newsletter signup, or purchase), then this will work fine.
However, if you're using Unbounce to drive multiple types of conversion, and your visitors are likely to see both types of Unbounce pages, you might end up with conversions attributed to the incorrect page.