RunSignUp has always strived to provide races using any web tracking system with the most accurate conversion data possible, supporting over a dozen different types of conversion codes and providing extensive Google Analytics support. With a recent update, RunSignUp has taken another step forward in its web tracking capabilities, providing even more information to web tracking systems and creating additional opportunities for analysis and optimization.
Prior to this release, RunSignUp’s registration process displayed the same URL throughout registration, regardless of what page the registrant was on, as shown in this example:
From a web tracking perspective, the difficulty with this type of URL is that web-reporting tools that rely on page-views cannot tell the difference between the pages of the registration process, and the confirmation page. This meant that you could not rely on only URL filters to track conversions. To address this problem (and allow web marketers to analyze their registration funnel), we have added additional information to the URL during the registration process.
Race registrations now include a new parameter “track” that can be used by web tracking programs to determine the exact page of the registration process that the user is currently on, as shown:
In this example, the participant is currently on the “Custom Questions” step of the registration process. Since each step of the registration process now contains an indicator of the page the user is on, you can analyze your registration path. Race directors that are using RunSignUp and Google Analytics can now create goal funnels tracking their registration path; this can be used to gain more insight into your registration process (as compared to just tracking conversions).
Facebook Pixel Conversion Tracking Example
To illustrate how you can setup conversion tracking for a race with only a URL filter, we will walk you through the setup of a Facebook Pixel Custom Conversion. First, you’ll want to locate your raceID, which can be found in the URL of your race’s Sign Up page, as shown:
Once you have determined your raceID, you are ready to setup a URL conversion in Facebook. Navigate to your Facebook Ads account, and click on the option to “Create Conversion”:
When prompted, select the option to Track Custom Conversions:
On the conversion setup page, select the following rules:
You will select the “URL Contains” rule option, and then insert the URL of your race’s confirmation page. This URL should follow the format of:
Replace the “XXX” portion of the text with your raceID.
You can set the category as a “Purchase”, since runners are purchasing an entry into your race or making another type of monetary transaction (such as a store purchase or donation). This will give Facebook additional information about the action you are trying to optimize with your Facebook ads.
On the next page, you will be prompted to name your custom conversions, which should be a descriptive name allowing you to know which race you are tracking conversions on. You can also provide additional information, such as a description of the conversion, and a conversion value representing the value of a conversion; these are not required to track the number of conversions.
Finally, on the right side of your dashboard you will see a list of the custom conversions you have created. Select the link to “See All” custom conversions and you will see a list of the custom conversions you have created. This will allow you to use the same ad account to track purchases for multiple races without setting up a separate ad account for each race.
Keep checking our blog for the latest updates on web tracking and other marketing features!