Ad Tracking

We know many campaigns and organizations run online ads to connect with supporters and raise money, so we make it easy to track how well your ads are performing. When you run ads on third-party ad services like Google AdWords, Facebook Ads, and Twitter Ads or track traffic to your contribution forms using Google Analytics, you can set up tracking codes on your ActBlue forms to collect the data you need to evaluate your ads’ success and understand donor behavior.

Before you set up ad tracking, please note the safest and easiest option for most campaigns and organizations will be to only set up tracking on forms that are specifically made as an endpoint for an ad campaign. This ensures that the forms you use for email fundraising and website traffic load as fast as possible!

Understanding ad tracking tools on ActBlue

“Landing Page” tracking vs. “Conversion Page” tracking:

Whether you are setting up default ad tracking codes that can be easily applied to any form or codes specific to a single form, you can set up codes for “Landing Page” and “Conversion Page” ad tracking. You can see both available when you set up ad tracking:

“Landing Page” tracking collects data about the form linked in your ad. Meanwhile, “Conversion Page” tracking collects data about the Thanks page that is shown after someone gives on your form.

Popular ad services we help you track:

Both “Landing Page” and “Conversion Page” have sections for the most common third-party services that campaigns and organizations use to run and/or track ads: 

  • Google AdWords
  • Google Analytics
  • Facebook Ads
  • Twitter Ads

Important note: You can run and track ads on Google AdWords, Facebook Ads, and Twitter Ads. Google Analytics is not a service you run ads on, but it’s a helpful tool in tracking how many people land on a form after clicking on ads (along with other sources of traffic, such as clicking on email and social links to your form or looking up your form on a search engine).

Here’s what you can track through ActBlue when running ads:

  • A “PageView” event: After someone clicks on your ad, you can track how many people viewed your form (in “Landing Page” tracking) and how many people viewed your Thanks page (in “Conversion Page” tracking) using all popular services: Google AdWords, Google Analytics, Facebook Ads, and Twitter Ads.
  • A “Purchase” event: After someone clicks on your ad, you can track how many people visit your Thanks page after successfully donating and how much they gave in “Conversion Page” tracking. You can only track a “Purchase” event and donation amounts through Google AdWords, Facebook Ads, and Twitter Ads. 

Using global tracking codes

If you’re doing a lot of ad tracking, you should set up global tracking codes that you can save and easily apply to any of your forms. To do this, head to your Dashboard, and click on “Settings” located at the bottom of your Dashboard menu.

Then click on the “Tracking” tab under “Settings.”

Under “Tracking,” you can set up landing page and conversion page tracking codes in their respective tabs:

Both the “Landing Page” and “Conversion Page” tabs have sections for the most common third-party ad services that campaigns and organizations use to run and track ads: Google AdWords, Google Analytics, Facebook Ads, and Twitter Ads. You will need to fill out these sections with tracking codes from each specific service. Below each section, you can find helpful instructions on the tracking information you need and where to find it!

At the bottom of the “Landing Page” and “Conversion Page” tabs, you can find “Additional code” sections for any custom code that you may need for your global tracking. For example, if you need to track custom events or set up tracking for additional third-party ad services like Snapchat, include the custom code in “Additional code."

Important note: The “Additional code” section has some restrictions to make sure your contribution forms always load and perform quickly! If you are having trouble with custom code, reach out to your ActBlue contact or drop us a line at support@actblue.com.

When you’re done setting up global tracking in the “Landing Page” or “Conversion Page” tab, just click the “Save changes” button at the bottom of the tab.

After setting up global tracking codes, you can then choose to apply them to a specific contribution form.

Open the form, and click the “Edit” button on the form navigation bar (form navbar).

In the form editor that opens, click the “Tracking” tab.

Under the “Tracking” tab, the first thing you can do is turn search engine indexing on and off using the “Promote my form” toggle. This toggle is turned off by default, so toggle it on if you’d like to allow search engines to look at your form and use your form’s live content to update what information they show to people who search for you. Turning “Promote my form” on and off does not affect ad tracking.

Below the “Promote my form” toggle is where you can turn ad tracking on. Ad tracking is turned off by default, so click on the “Tracking code” dropdown where you can choose to keep ad tracking off (“No code”), apply your global tracking codes for all third-party ad services to the form (“Use global tracking code”), or customize ad tracking (“Customize”).

When you turn on “Use global tracking code,” all of your global tracking codes will apply to this form. 

If you want to return back to your Dashboard to update your global tracking codes, you can click on the “configure globals” link.

Using form-specific tracking codes

 You also have the option to specify individual tracking codes for forms or use a mix of custom and global codes.

To use form-specific tracking codes, open the form's form editor and click on the “Tracking” tab.

Click on the “Tracking code” dropdown where you can choose to keep ad tracking off, apply global tracking codes for all third-party ad services to the form, or customize ad tracking.

Click “Customize” from the dropdown.

You will find the same great options for customizing ad tracking that you have in the Dashboard for global tracking codes. You can find helpful instructions on where to find the third-party tracking codes below each field.

If you want to turn on the global tracking codes that you set up in your Dashboard for some services for a specific form, just toggle the button next to “Global” so it’s green.

After turning on global tracking for a third-party ad service, you may see a link that says "Currently blank, configure a default tracking code” (which you can see in the screenshot above). This means that you have not set up global tracking for this service in your Dashboard. Click on the link to head to your Dashboard and set up global tracking there.

Just like global tracking in your Dashboard, you will find “Additional code” sections in the “Tracking” tab of your form editor. If you need to track custom events or set up tracking for additional third-party ad services for this specific form, you can include the custom code in the “Additional code” sections under “Landing page tracking” and “Conversion page tracking.”

Once you’re done setting up your form’s tracking for both “Landing page tracking” and “Conversion page tracking,” click the green “Publish” button to save these changes.


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