Engage automatically measures all online interactions (views, clicks) on emails and pages. Those actions are stored in the database and can be analyzed through the Engage Online Reporting Tools.
However, in many cases, a contact targeted by a marketing journey is redirected to an external website. From that point on, Engage is not able to track the actions on that website.
Since a digital journey is often a call to action, Engage needs to know the whereabouts of a contact within the external platform in order to calculate conversion or execute follow-up actions. That’s the reason why Engage Web tracking has been created. Plus, indirect conversion can also be managed by it.
Direct conversion: A Web tracking record is a direct conversion when a contact goes directly from a Engage journey to the tracked site without closing his Internet browser. There are no doubts on the source that triggered the Web tracking record, it’s the marketing journey.
Indirect conversion: A Web tracking record is an indirect conversion when a contact does not switch directly from Engage Journey to the tracked website. A Web tracking record can also come from an indirect conversion if the webtracker.dll has been called without having a Web tracking cookie.
Example:A contact targeted by a marketing journey has received an email telling him to visit a website and check the new offers. After a few days, this person finally decides to go to the website and buy something.
When there is a time interval between the moment a target received the email and the moment the person decides to buy an item, we speak of indirect conversion.
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