Conversion Tags

Conversion tags tell Orbital Audience when a visitor completed a valuable action.

Use them separately from the main tracking tag. The main tag measures navigation; the conversion tag marks a confirmed outcome.

Supported Conversion Events

Common event types:

Event When To Use
purchase Completed ecommerce order.
lead Lead form submitted successfully.
signup Account registration completed.
subscribe Newsletter or subscription confirmed.
demo_request Demo or sales request sent.
form_submit Generic form success.
complete_registration Registration flow completed.
conversion Generic conversion when no specific type applies.

Where To Find The Tag

  1. Open Sites.
  2. Open the target site.
  3. Go to Tags > Conversion Snippets.
  4. Choose Purchase, Lead, or Signup.
  5. Enable optional fields when needed:
  6. Include site user ID for logged-in user identification.
  7. Include detailed product fields for ecommerce product/category analysis.
  8. Copy the generated snippet.

Where To Install It

Install the conversion tag only after the action is confirmed:

  • Order confirmation page.
  • Thank-you page after a form submit.
  • Signup success page.
  • Application callback that runs after backend confirmation.

Do not install the conversion tag on landing pages, product pages, form pages before submission, or button clicks that can fail validation.

What To Replace

The generated snippet includes sample values. Replace them before publishing:

Field Meaning
event_name Conversion type, such as purchase, lead, or signup.
site_user_id Optional advertiser-owned user ID. Do not send raw personal data.
order_id Order, lead, or form identifier.
value Monetary value when available.
currency Currency code, such as BRL or USD.
product_data.category Main product or lead category.
items Purchased items for ecommerce analysis.

Installing With GTM

Use a Custom HTML tag and trigger it on the success condition.

Examples:

Scenario Recommended Trigger
Purchase Page URL contains /thank-you or dataLayer event equals purchase.
Lead dataLayer event equals lead_submit_success.
Signup Page URL equals the registration success route.

When possible, prefer a dataLayer success event fired by the site after the backend confirms the action.

Why Conversion Tags Matter

Conversions power:

  • Converted visitor filters.
  • Conversion rate by referrer and campaign.
  • Live journey conversion path.
  • Segment rules based on conversion behavior.
  • Purchased category or lead category analysis.
  • Better activation audiences for DV360 and Floodlight workflows.

QA

After publishing:

  1. Complete one test conversion.
  2. Open Visitors and filter converted users.
  3. Open the test visitor detail.
  4. Confirm event type, value, order ID, and category.
  5. Confirm the conversion appears in dashboards and referrer reports.