What It Is

Ecommerce tracking in Force24 links the sales that happen on your website with the marketing campaigns that influenced them. The goal is to see which contacts engaged with your campaigns, and whether that engagement led to a purchase.


Force24 doesn’t try to record every sale made on your site. Instead, it measures campaign-driven sales: purchases made by people who interacted with your emails.


The Basics of How It Works

  1. Cookies and Identification
    • When a contact clicks a link in a Force24 campaign (email), a tracking cookie is dropped on their browser, for that device.
    • This cookie ties their browsing back to their Force24 contact record and when the e-commerce script is added, their purchase history (providing this takes place within the attribution window - below).
    • Without that cookie, Force24 cannot “see” the web activity and therefore purchase activity.
  2. Attribution Window
    • If a contact clicks or opens a campaign, any purchase they make within 7 days of that interaction is attributed to the most recently engaged with campaign.
    • Purchases outside the 7-day window aren’t linked back to the campaign.
  3. Web Data Flow
    • Contacts move through tracked pages: e.g. product-page → basket → checkout → thank-you.
    • Force24 records the visits to these pages and when the e-commerce tracking script is fired after a purchase, also records the transaction amount.
  4. When a purchase is recorded
    • Your developer adds the below script to the order confirmation/thank you page.
    • The script should fire on that page and therefore send the data to Force24. This is essentially a normal web tracking event; but with extra data, that being the transaction amount.
    • If Force24 doesn’t see that activity (e.g. cookie blocked, link not clicked, or thank-you page not tracked), the purchase won’t register.


How/where to add Ecommerce tracking script


The script 


f24("event", "wa_page_view", {loc: window.location.origin, CheckOutAmount: amountgoeshere});

 

  1. Your developer should add this to your site so it fires on an order confirmation/thank you page after the transaction data has loaded into the page, where ‘amountgoeshere’ should be replaced with the transaction amount. This can be from a variable you define, or directly from the datalayer.
  2. The CheckOutAmount is currency agnostic, and takes any float value.
  3. This page must also contain the usual Force24 tracking script (this is because the f24() function is defined within that tracking script).


What You’ll See in Reports

  • Ecommerce Stats by Campaign
    • Purchases are only visible if tied to a campaign interaction.
    • Example: If someone goes directly to your site without touching a Force24 email, their purchase won’t appear in Force24 campaign ecommerce reports.
  • Contact-Level Detail
    • In a contact’s record, you’ll see whether they were cookied, what pages they visited, and whether Force24 logged a purchase.
    • Gaps often mean either:
      • the cookie wasn’t set,
      • tracking wasn’t present on a page, or
      • the purchase happened outside the attribution window.


Common Pitfalls

  • No Cookie, No Data
     If someone buys but never clicked a Force24 campaign link, the system won’t connect that purchase to their record.
  • Cross-Domain Issues
    Cookies are tied to your tracked domain(s). If checkout happens on another, untracked domain (e.g. shop.example.com vs example.com), or the user only has a cookie related to one of the domains, tracking will not take place. 
  • Ad Blockers & Privacy Tools
     Some users block cookies or scripts, so their purchases may never appear in Force24 even if they clicked a campaign.
  • Untracked Thank-You Pages
     If the thank-you/confirmation page isn’t being tracked by Force24, purchases won’t be logged.


Why It Matters

  • You can measure true ROI of campaigns: not just clicks, but actual sales tied to those clicks.
  • You can spot campaign winners: knowing which emails actually drive revenue, not just traffic.


Quick Example

  • Jane
    • Jane receives your “Autumn Sale” email.
    • She clicks a tracked link in the email → Force24 drops a cookie.
    • She browses, leaves, then returns 3 days later and buys.
    • The e-commerce script is fired on the confirmation page.
    • Force24 receives the pageview and CheckOutAmount.
    • That purchase is logged under the “Autumn Sale” campaign report.


  • Joan
    • Joan receives your “Autumn Sale” email.
    • She clicks a tracked link in the email → Force24 drops a cookie.
    • She browses and leaves.
    • 2 days later Joan engages with a previous “Hot Products” email from 4 days ago, and makes a purchase.
    • The e-commerce script is fired on the confirmation page.
    • Force24 receives the pageview and CheckOutAmount.
    • That purchase is logged under the “Hot Products” campaign report as it was engaged with more recently.
  • Jill
    • Jill receives your “Autumn Sale” email.
    • She clicks a tracked link in the email → Force24 drops a cookie.
    • She browses and leaves.
    • She later engages with another “Autumn Sale Reminder” email and makes a purchase.
    • The e-commerce script is fired on the confirmation page.
    • Force24 receives the pageview and CheckOutAmount.
    • That purchase is logged under the “Autumn Sale Reminder” campaign report as it was engaged with more recently.
  • Jenny
    • Jenny receives your “Autumn Sale” email.
    • She clicks a tracked link in the email → Force24 drops a cookie.
    • She browses, leaves, then returns 9 days later and buys, having not engaged with any further campaigns
    • The e-commerce script is fired on the confirmation page.
    • Force24 receives the pageview and CheckOutAmount.
    • That purchase is not recorded as ROI against any campaign, as it is outside of the attribution window.


Checklist for Reliable Tracking

  • All campaign links are Force24 tracked.
  • The checkout and thank-you pages have the Force24 tracking script.
  • Test a purchase yourself and check it appears in reports.