Setting Up Web Conversion Tracking

With web conversion tracking, you can record outcomes such as purchases and reservations from your website and measure how much your LINE broadcasts contributed to them. It works on sites that don't use Shopify: sending a conversion takes just a few lines of script on a page such as the purchase-complete page (enabling Web Tracking and installing the tracking code beforehand is required). This article walks through the steps from preparing for measurement to installing the script and verifying it works.

Note that web conversion tracking is currently offered as a beta. We're continuing to improve it based on your feedback, so its specs and screens may change. Please send anything you notice to support.

What Web Conversion Tracking Can Do

Web conversion tracking records outcomes (conversions) that occurred on your own site to Lumo and visualizes how LINE broadcasts contributed to revenue and outcomes.

When you run lumo.conversion() on a purchase-complete or signup-complete page, that outcome is sent to Lumo. Outcomes from friends who visited via a LINE link or QR code are judged as coming via LINE, and in reports you can track how much LINE contributed to revenue and outcomes.

Beyond outcomes with a monetary value (purchases), you can also record outcomes with no monetary value, such as reservations, sign-ups, and information requests. Because it works without a Shopify integration, you can use it on sites that manage customers in HubSpot, as well as your own e-commerce sites and landing pages.

You can leave interpreting the measured data to Marketing Agent. Tell it "Review LINE broadcasts' revenue contribution," and the agent will surface what it notices and your next moves based on the measurement results.

Preparing to Start Measurement

To use web conversion tracking, you need three things in place: enabling Web Tracking, installing the tracking code, and using measurement links in your LINE broadcasts.

The tracking code is the foundation that identifies a visiting friend and links them to a later outcome. Without the tracking code installed, running lumo.conversion() cannot link an outcome to a friend. Install the tracking code first. Also, if you install the tag but leave Web Tracking off, you can't select the Conversions dataset in Reports. Always install the tag and enable Web Tracking together as a set.

Recording a Conversion

You record a conversion by running lumo.conversion() on the page where the outcome occurred (such as the purchase-complete page).

On any page where the tracking code has loaded, simply calling lumo.conversion() sends the outcome. Install it on pages that mark the moment an outcome is confirmed, such as purchase-complete or signup-complete.

Basic Usage

Add a script like the following to your purchase-complete page. Output the actual order's values in place of the amount and order number (many e-commerce sites and CMSs let you insert order information as template variables).

<script>
  lumo.conversion({
    name: "purchase",
    value: 5000,
    currency: "JPY",
    orderId: "ORDER-12345"
  });
</script>

For outcomes with no monetary value (such as reservations and sign-ups), you can record with just name.

<script>
  lumo.conversion({ name: "reservation" });
</script>

Information You Can Pass

You pass information describing the outcome to lumo.conversion().

Use a consistent value for name per outcome type. If you give a different name each time for the same "purchase," you won't be able to aggregate outcomes by type in reports.

Installing with Google Tag Manager

If you use Google Tag Manager (GTM), you can install it as a Custom HTML tag.

1. Create a Custom HTML tag and set the lumo.conversion() script in it
2. Insert the amount and order number dynamically using GTM variables such as data layer variables
3. Set a trigger that fires on the purchase-complete page view or a purchase-complete event

Even when installing with GTM, the tracking code itself must be loaded on that page. If you also deliver the tracking code via GTM, set the order so the tracking code tag loads before the lumo.conversion() tag.

Measuring Purchases in Another Browser Too

Web conversion tracking measures purchases in the same browser where the LINE link was clicked. Passing email lets you also measure purchases in a different browser or device.

A friend's identifying information is saved in the browser where the LINE link or QR code was clicked. So if someone opens a link in the in-app browser inside LINE and then purchases in a different browser (such as a PC browser), the outcome cannot be attributed to the same friend as is.

When you pass the purchaser's email address in email, Lumo matches it against the friend's email address it knows, so a purchase on a different browser or device can also be measured as that friend's outcome. Because purchase-complete pages often have the purchaser's email address, we recommend passing email wherever possible.

When you send email, you need to describe it in your privacy policy as information transmitted externally. See the "External Data Transmission Disclosure Template" article for what to include.

Verifying It Works

Use the test flag to check whether the measurement you installed works correctly.

When you run lumo.conversion() with test set to true, the outcome is recorded but not included in report aggregation. You can confirm that the script runs correctly without polluting your production numbers.

<script>
  lumo.conversion({
    name: "purchase",
    value: 5000,
    currency: "JPY",
    orderId: "TEST-0001",
    test: true
  });
</script>

Open your browser's developer tools console and also check that no error appears when the script runs. When you want to confirm that it actually reflects in reports, remove test, send as usual, and check in the report after aggregation.

Viewing Measured Conversions in Reports

You can check the conversions you recorded in the Conversions dataset in Reports.

When you choose the Conversions dataset on the Reports screen, you can aggregate the count and amount of outcomes and the portion judged as coming via LINE (LINE attribution). You can also view it split by outcome type (name) or by period. How to build a report is covered in the "How to View and Build Reports" article.

There is an aggregation delay before recorded outcomes reflect in reports. Because they may not appear right after you send them, allow a little time before checking.

When Things Don't Work

When measurement isn't working, check the tracking code installation and the lumo.conversion() call in order.

When you're unsure how to narrow down the cause, the quickest path is to first check that the tracking code is installed correctly.