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How do I track sales conversions for my eWebinar attendees?

What is the conversion tracking pixel and how to use it?

With eWebinar you can create offer interaction cards that promote the product you're selling at key points across your webinar. These cards provide a call to action button you configure which leads the attendee to your purchase funnel, and on purchase, ultimately leads to the payment confirmation page of your payment processing platform.

The sales tracking pixel provides a way to track those conversions back into eWebinar so you can see how effective your webinar is converting.

Setting up and finding the conversion tracking code

Getting and configuring the sales tracking pixel code is fairly straight forward. Here are the steps:

  1. At key points in your presentation create an offer interaction card. You can create either a Special Offer card or if you are using this against the Thinkific platform, a Thinkific Offer card.
  2. Customize the card until you're happy with it. You'll see at the bottom of the card a tab called Conversion tracking
  3. Click the Conversion tracking tab. You'll see the code for the tracking pixel waiting for you.
  4. Click the Copy button to copy the code.

Tweaking the sales tracking code

The tracking pixel code is very simple.  It's just an image that looks something like: <img src="URL" />.  The URL has placeholders in it that you can modify in order to provide details of each purchase into eWebinar. 

For example, the most obvious placeholder is called __AMOUNT__ - you should replace that string with the value of your product, such as: 49.99.  Or, if your payment platform supports it, you could replace it with a dynamic field that it uses to inject the price into.  That's useful if you have multiple piece points.

For the Thinkific platform, we automatically replace __AMOUNT__ with {{total_price}} which is Thinkific's dynamic field for what the product price was. 

Every time a customer visits your purchase complete page, the tracking code will be triggered and the webinar analytics will register the sale. Note that if the page is refreshed the code will run again. This won't cause an issue - the conversion will still be tracked and the amount replaced with the amount of the most recent call.

If you expect the same attendee to purchase more than 1 product and want to track the total amount purchased across all purchases, then you must replace the placeholder __ORDER-ID__.  eWebinar will use the order ID and add purchase amounts for different orders to the total purchased by the attendee. When we confirm a new order has happened because we haven't seen this order ID before, we will add the sales __AMOUNT__ to the total revenue associated with the offer interaction card and the attendee.

Placeholder fields:

__AMOUNT__ Purchase amount such as 49.99
__CURRENCY__ Three letter currency symbol such as USD
__ORDER-ID__ Unique ID for this purchase 
__PRODUCT-ID__ Product ID - Not needed
__PRODUCT-NAME__ Product name - Not needed

Note that eWebinar will track the sales for attendee's that have joined your webinar via their browser cookies.

Thinkific tip:  Your purchase pixel code will look something like:

<img src="http://api.ewebinar.com/v1/pixel/purchase/001?amount=&currency=USD&orderId=&productId=&productName=" width="1" height="1" alt="" />

Embedding the sales tracking pixel code

Alright, so now that you have the sales tracking pixel code, we have to install it.

The code is meant to be embedded directly in your checkout flow’s Thank You page after a successful payment is complete. On your payment platform you'll have to find the setting that allows you to add custom HTML inside the <BODY> of your Purchase Complete page.

Thinkific tip: When in the Thinkific admin area you have to go into Settings under the Code & tab.  There you'll find a section called the Order tracking code"  That is where you paste the <img> tag.  It also states that for free courses you would instead place the code in the Signup tracking code area.

Using the tracking pixel with recurring subscriptions

When selling a subscription the amount spent isn't known until the person is charged at a later date.  In subscription cases this typically happens when a trial is complete and either the customer churns or converts.  

eWebinar makes it possible to update the amount attributed to a conversion from your backend system once you know this amount.  You can call the purchase tracking pixel URL using a GET from your backend service to add an amount to your attendee's based on their email.  If this happens monthly you can also provide an orderId that's different for each month so that the amount accumulates and eWebinar tracks the LTV of this attendee for you.  For example:

https://api.ewebinar.com/v1/pixel/purchase/000?email=my@customer.com&orderId=0001&amount=49.99&currency=USD

Seeing the results

You can see the total number of sales and the total revenue per card and per webinar from within your eWebinar Dashboard in your analytics graphs and in your registrants table which you can export to a CSV file.  Note you won't see any changes to your analytics graphs until at least one conversion successfully registers for the first time.

You can also have these values passed onto you per registrant via integrations. You'll find the purchase information in the client summary field or as its own set of fields via Zapier.