What is Conversion Measurement?

Conversion Tracking is a tool that provides you with a wealth of useful information. It shows you how many users who clicked through from Heureka completed a purchase in your e-shop—even down to the level of individual categories and products. The Conversion Tracking service is available to any e-shop registered on Heureka.

To track conversions, you need to implement the Conversion Tracking script in your e-shop. Based on this script, your click statistics (in the Heureka store admin panel) will display how many clicks and from which products turned into orders. For example, if a user clicks on Product A on Heureka on November 10, but purchases Product B in your store on November 20, the conversion will be attributed to the original click—meaning on November 10 for Product A. Conversions can be attributed up to 30 days after the click.

Sample statistics on the Conversion Tracking service page

New vs. Old Conversion Tracking

You can have both conversion tracking scripts deployed on your e-shop at the same time – the old one and the new one. In the store management statistics, we display data from both versions separately (new/old). If you notice differences between the statistics, it is likely because the new tracking includes data with VAT, captures conversions from Safari and Firefox browsers, and also records conversions from our mobile app. Additionally, in the store administration panel, you can choose whether you want to display costs with or without VAT.

By default, we assume you are sending order values including VAT. If you prefer to display costs excluding VAT, you can easily change this setting in the admin panel. It is essential, however, that this setting matches the format in which you actually send us order values – either with or without VAT.

If you are switching to the new Conversion Tracking, both the location and format of the key have changed. Unlike the old Conversion Tracking, where you looked for the “Public Key for Conversion Tracking” (which was 32 characters long), the key for the new Conversion Tracking can be found in your admin panel under the “Conversion Tracking – new” tab → in the bottom right corner labeled “Your API key” (which now contains 36 characters). On this page, you will also find the product detail script and the Thank You page script.

Setting up the new Conversion Tracking service:

You can deploy the new Conversion Tracking on your e-shop in two ways – either using a supported e-commerce platform or through custom implementation.

1. Using an e-commerce platform

If your store runs on an e-commerce platform that supports the new Conversion Tracking, simply enter “Your API key” in the admin panel.

2. Custom implementation using the Conversion Tracking script

If you are implementing tracking manually, you need to add two scripts:

• Product detail script – important for correct conversion attribution
• Thank You page script – to capture orders

You also need to check that after a user is redirected from Heureka to your store, the click identifier “hgtid” remains in the URL. This identifier, along with the product detail script, is required for conversion tracking.

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, please refer to the Technical Documentation for Conversion Tracking.

How to verify successful setup?

You can verify that the new Conversion Tracking is correctly implemented in your store administration panel by clicking the “Verify installation” button.

If no information appears, it means we have not yet received any orders via the script, so we cannot verify the installation.

This feature is intended only for initial implementation verification. Once your first order reaches our system, it will display as a “successful installation” in the admin panel, even if the script is later removed or misconfigured.

How to tell if the service is not working properly?

You can verify whether you are sending us data correctly for the new Conversion Tracking in the admin panel under the “Statistics – New“ section. Here, we display faulty orders from the last 7 days, though only the 10 most recent faulty orders are shown as a sample. The listed errors can be resolved by following the attached instructions:

Most common errors:

Errors in the new Conversion Tracking are divided into two categories:

• Errors requiring action from the store – these can affect tracking accuracy and must be fixed.
• Warnings – these do not prevent the script itself from working, but they may lead to inaccuracies in statistics (such as in prices or order counts).

The most common implementation error occurs when the total order price does not match the sum of individual product prices = PRICE_DONT_MATCH. We therefore always recommend double-checking that this is set up correctly. You can find a complete list of all errors here.

Additionally, errors may occur in specific data sent via the script on the Thank You page. These most commonly involve the following tags:

• ORDER_ID
• PRODUCT_ITEM_ID
• PRODUCT_NAME
• TOTAL_PRICE_VAT
• SET_CURRENCY

Focus primarily on the implementation of the script on the Thank You page – it is crucial for accurate order tracking.

In these cases, we recommend checking whether the values in these fields are being populated and sent correctly.