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3.14 Feb 29th, 2024

3 months ago by Jerica Krakowski

Introducing Attribution Elongation: Send more attributable conversions to marketing destinations. This release also includes updates to our Google Ads destination for Google Consent Mode v2, as well as Partnerize + Postscript available as a public betas.

Destinations:

  • Introducing Attribution Elongation - Send more attributable conversions to marketing destinations:
    • In addition to storing user identifier information, Session Enrichment now also stores attribution information like click IDs, UTMs, & referrers.
    • Most Click IDs get stored as browser-set cookies in the user's browser. This means they must also adhere to browser restrictions. So even if the browser-set attribution expires after 24 hours or 7 days, Elevar still retains that attribution information and sends it to your server-side destinations.
      • I don't want a 6 month old campaign to be attributed to a conversion. > You can control your conversion window settings in your destination to be whatever your desired length is.
    • This also helps reduce direct traffic in GA4's event-scoped Source / Medium values. [Does not affect session-scoped or first-user-scoped attribution]
  • Bing Destination is now in private beta! Please let us know here if you'd like to be a beta tester. [Elevar's Fully Managed Server Only]
  • CJ Affiliate Destination is now in private beta! Please let us know here if you'd like to be a beta tester. [Elevar's Fully Managed Server Only]
  • Pepperjam Destination is now in private beta! Please let us know here if you'd like to be a beta tester. [Elevar's Fully Managed Server Only]
  • Buxton Destination is now in private beta! Please let us know here if you'd like to be a beta tester. [Elevar's Fully Managed Server Only]
  • Partnerize - Available as a Public Beta! [Set Up Today]
  • Postscript - Available as a Public Beta! [Set Up Today]
  • Google Ads:
    • Ability to send events if an email/phone is available. [Follow these steps if you have an Existing Google Ads Destinations] or [Follow these steps if you don't have a Google Ads destination yet]
      • Sending events that have email/phone + Attribution Elongation mean that the View-Through conversion action is no longer necessary. Recommend removing this tag from GTM.
    • Update for Google Consent Mode v2. We'll start passing a new Consent Object required by Google to do remarketing for EU regions. If you have Consent Mode & have already completed the update for your Consent Banner to start passing the two new consent values (ad_user_data + ad_personalization) then we'll start passing these values to Google Ads automatically.
    • Added "Give Elevar Access" step during destination setup.
    • When adding an event that doesn't contain a CTID value, we will create a conversion action for you in Google Ads.
      • All purchase conversion actions will be created as primary. Non-purchase conversion actions will be created as secondary.
  • Klaviyo - OAuth connection. Instead of manually creating an API Key, simply connect your Klaviyo Account to Elevar to start sending data server-side.
    • Note: existing customers with Klaviyo set up don't need to Authenticate their account. Their tracking will continue to work status quo.
  • Google Analytics:
    • Ignore Referrer List - Added global-e.com + pay.shopify.com.
    • Bug fix for the purchase_type custom dimension so that orders with the source_name of "subscription_contract" show as "recurring_subscription" instead of "one_time".

Platform:

  • Filter/Search Destinations:
  • Add Destination List Categorization - When adding a new destination, you're able to sort by category, A to Z, Z to A, & Recently Added.
  • Channel Accuracy:
    • The Google Ads errors with code "expired_event" will be marked as ignored orders instead of errors.
      • Why? Errors with "expired_event" occur when GCLIDs are outside the conversion window. There is no issue with the integration in these scenarios.
    • Klaviyo purchases will appear in Conversion Accuracy & will trigger channel accuracy alerts.
    • Added a callout for Outbrain that this destination requires a click ID to be sent with it & orders without click IDs will be ignored.
    • Changed event title "Subscribe" to "Email Sign Up"
    • Changed event title "Sign Up" to "Account Sign Up"
  • Ability to delete websites prior to purchasing a subscription

Sources:

  • Custom Pixel script:
    • If SKU value is undefined, fallback to Variant ID.
    • Pass Product Type as Category value
    • Bug fix so that the DataLayer Listener works in the Custom Pixel environment.
  • Add to Carts + identical products with different prices - When two items are added to cart with the same variant ID but two different prices, a single dl_add_to_cart event will fire with a quantity of 2 + the higher price between the two items.
  • If you wouldn't like to load GTM via Elevar's code, input "DONT-LOAD-GTM" into the GTM ID section of your Shopify Source.
  • Compare_at_price will be formatted with two decimals (e.g. "20.00" instead of "20.0") so that it looks correct in customer facing emails.