What is Conversion Measurement?

Conversion measurement is a tool that will show you a lot of useful information. It tells you how many users who clicked through from Heureka completed their purchase in the e-shop. And even at the level of individual categories and products. Every e-shop registered on Heureka can use the Conversion measurement service.

In order to be able to measure conversions in your e-shop, you need to implement the Conversion Measurement script in your e-shop. Based on it, the click-through statistics (in the store administration on Heureka) will show you how many click-through there have been to your e-shop, and which products turned into an order. So, if a user clicks on Heureka on product A on 11/10, but buys product B in your store until 11/20, the conversion will be displayed on the click-through, i.e. on 11/10 for product A. Conversions can be counted up to 30 days after the click-through.

Sample of statistics on the conversion tracking service page

New vs. old conversion measurement 

You can have both conversion measurement scripts deployed on your e-shop at the same time – old and new. In the statistics under the store administration, data from both versions will be displayed separately (new/old). If you notice differences between the statistics, it is probably because the new measurement takes into account data with VAT, records conversions from Safari and Firefox browsers as well as from our mobile application. In addition, in the store administration, you can set whether you want to display costs with or without VAT.

By default, it is assumed that you send us order values including VAT. However, if you want to display costs excluding VAT, you can easily change this in the administration. It is only important that this setting corresponds with the format in which you actually send us order values – either with VAT or without VAT.

In case you switch to the new Conversion measurement, note that the location and format of the key have changed. Unlike the old Conversion measurement, where you were looking for the Public Key for Conversion measurement (which had 32 characters), the key for the new Conversion measurement can be found in administration under the “Conversion measurement – new” tab -> in the lower right corner under the name “Your API Key” (it now contains 36 characters). On this page, you will also find the script for product details and the script for the Thank you page.

How to set up the new Conversion measurement service:

You can deploy the new Conversion measurement to your e-shop in two ways – either using a supported shop system or through your own implementation.

Using the shop system

If your store operates on a shop system that supports the new Conversion measurement, just enter “Your API Key” in the administration. 

Custom implementation using the Conversion measurement script

If you implement the conversion measurement manually, you need to add two scripts:

• Product detail script – important for correct conversion determination
• Thank you page script – for recording orders.

It is also necessary to check that after redirecting from Heureka to your store, the clickthrough identifier “hgtid” remains in the URL address, which is needed together with the product detail script for conversion measurement.

Example: https://”store name”/iphone-13-128gb-cerna-d6731111.htm?utm_source=heureka_cz&utm_medium=product&utm_campaign=heureka_cz_mobilni-telefony_ios_x_ri036b2&hgtid=a6a0b088-773e-4e84-a847-bbb3197632ee For more information about implementation, see the Conversion measurement  Technical Documentation.

How to verify successful setup of the service?

You can verify the successful implementation of the new Conversion measurement in the store administration using the “Verify installation” button.

If no information appears, it means that we have not yet received any orders through the script in question and therefore cannot verify the implementation.

This feature is only used for initial verification of a correct implementation. Once the first order is received from you, it will be displayed in the administration as “successful implementation”, even if the script is later removed or incorrectly deployed.

How do I know if the service is not working properly?

You can verify whether you are sending us data for the new Conversion measurement correctly under the administration in the “Statistics – New“ section. Here we display incorrect orders for the last 7 days, however, we only display the last 10 incorrect orders as an example. The listed errors can be corrected according to the attached instructions:

Most common mistakes:

We divide errors into two categories in the new Conversion measurement:

• Errors requiring intervention by the store – these can affect the accuracy of the measurement and have to be corrected.
  
• Warnings – does not prevent the script from working properly, but may cause inaccuracies in statistics (for example, prices or order numbers).
  

The most common error during implementation is that the total price of the order does not match the sum of the individual product prices = PRICE_DONT_MATCH. Therefore, we always recommend checking that this has been set correctly. You can find a list of all errors here.

Additionally, errors may occur in specific data that is sent via the script on the Thank you page. Generally they concern the following tags:

• ORDER_ID
  
• PRODUCT_ITEM_ID
  
• PRODUCT_NAME
  
• TOTAL_PRICE_VAT
  
• SET_CURRENCY

Focus primarily on implementing the script on the Thank you page – it is key for correct order measurement.

In these cases, we recommend checking that the values in these fields are filled in correctly and sent correctly.