Conversion tracking

Conversion tracking sends completed purchases and submitted leads back to ClickPatrol.

This gives ClickPatrol information about what happened after a visitor clicked your ad, not just the click itself.

ClickPatrol uses confirmed conversion data when evaluating traffic quality and matching conversions back to stored clicks.

• Conversions: ClickPatrol receives each confirmed conversion and learns from it.
• Fewer false positives: a later visit from a buyer or a qualified lead is easier to treat as genuine.
• Clearer traffic quality: you can score a source by the conversions it created, not by clicks alone.

Before you start#

You need the official ClickPatrol tag installed in Google Tag Manager.

The ClickPatrol tag should:

• Use the official ClickPatrol template.
• Fire on All Pages.
• Remain active across the visitor's session.

You do not need to create another ClickPatrol tag for conversions.

The existing ClickPatrol tag listens for an event called ClickPatrol_Conversion. When that event is pushed into the dataLayer by a Custom HTML tag, the ClickPatrol tag reads the conversion data.

Set up conversion tracking in Google Tag Manager#

Install the official ClickPatrol tag first. If it is missing, follow the Google Tag Manager article. That one tag classifies traffic and sends conversions. You do not add another ClickPatrol tag.

Remove any older Custom HTML tag that still loads conversion.clckptrl.com. The ClickPatrol tag now owns that request. Leaving both in place sends the same conversion twice.

1. Keep the ClickPatrol tag on All Pages#

1. Open the ClickPatrol Ad Traffic Quality tag already present in the container.
2. Keep All Pages as the only trigger. Classification runs on that fire, and the same tag then listens for a later conversion push.
3. Skip a Custom Event trigger for ClickPatrol_Conversion. The tag reads that event from the dataLayer without a second trigger.
4. If the installed template still asks for two triggers, refresh it from the Community Template Gallery.

2. Push the conversion from the site#

After the conversion is confirmed, on the thank-you page or inside your existing purchase or lead tag, push:

window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
  event: 'ClickPatrol_Conversion',
  conversion_id: 'order_10042',
  conversion_label: 'AbCdEfGhIjk',
  conversion_type: 'purchase',
  conversion_value: 189.00,
  conversion_currency: 'EUR'
});

Use your own values.

• conversion_id identifies this single conversion, such as an order id or demo_request. A refresh with the same id is ignored.
• conversion_label is the Google Ads label: the second half of AW-123456789/AbCdEfGhIjk. Copy it from Tools, Conversions, the action, Tag setup. Skip it if you are not uploading to Google Ads.
• conversion_type is only lead or purchase.
• Value and currency are optional.

3. Save and publish#

1. Save the ClickPatrol tag.
2. Submit the container and publish it.

What the tag fills in for you#

The page only has to describe the conversion. The tag adds the ClickPatrol UID from its own settings. When a click id is still around, it also reads it from the URL or from first-party ad cookies: _gcl_aw, _fbc, _uetmsclkid, ttclid, li_fat_id, _scclid, _epik.

A thank-you page often drops gclid from the URL. The cookie fallback covers that. A click id you put in the dataLayer push overrides both.

The same conversion_id is not sent again in the same session. A refresh of the thank-you page therefore does not count twice, unless you turn that check off in the tag.

How ClickPatrol matches conversions#

ClickPatrol tries to attach each incoming conversion to a stored click, in this order:

1. Click ID match. The conversion carries a Google Click ID or another advertising click ID. If that id is already in the ClickPatrol database, the conversion is linked to that click.
2. Fallback match. With no click id, ClickPatrol looks at the IP address or fingerprint and the user HTTP header. A row that matches is then shown as a conversion.

Why some conversions may not appear#

The dashboard hides a conversion when ClickPatrol cannot tie it to a stored click. Typical causes:

• No click id arrived, and the fallback signals do not match a stored click.
• Required fields were missing, or conversion_type was not lead or purchase.

Unmatched conversions are not added or edited by hand. The payload has to be complete enough to verify.

Where to see matched conversions#

Open the Conversion page in the ClickPatrol dashboard. It shows the safe conversion percentage, the conversion count, and a table with time stamp, AI score, IP address and GCLID. Filter by AI score, or use Download CSV to export. A GCLID of - means the match used the fallback, not a click id.

Important#

Fire ClickPatrol_Conversion only for hard conversions: a completed purchase or a submitted lead. Skip page views, form starts, and other soft events. Those teach the model the wrong pattern and can create false positives instead of removing them.