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mailbagHello Retargeters and Happy Friday!

As your fearless Customer Success Manager, I receive each and every email you send to We’ve had a lot of great questions come in this week that might not be common knowledge, so I wanted to dedicate this post to publicly answering some of the recurring questions that I’ve been asked regarding your Perfect Audience account.

1. Does the trailing / matter when creating a path type Retargeting List or Conversion Goal?

Yes! When creating your Retargeting Lists or Conversion Goals, make sure you enter the exact path the user would visit on your site. For example, you might have a URL that looks like this on your site:

If you setup your list or goal to point to /newpage our system will not trigger the list/goal. The system will be looking for exactly /newpage so it thinks /newpage/ is something different altogether.

To set this up correctly, make sure you set your list or goal to /newpage/
You can also use a wildcard like this: /newpage*

2. How do I track conversions if the purchase happens on a subdomain or alternate domain?

Let’s say your users visit to browse your products. They add something to a cart and proceed to the checkout. The payment processing occurs at something like or, so how do you track those conversions?

Easy! Just setup the conversion goal to point to the correct path on those pages. Using the example URLs from above, you would set the goal to trigger on:

Our site tracking tag will ignore the subdomain, domain, and .com of the site that it is on, and will only pay attention to what comes after. As long as you have your paths setup correctly, you should have no problem. Make sure our tracking tag is installed on those external pages!

3. I’m using the WordPress plugin on my site. Do I need to install the tracking tag as well?

No sir! The WordPress Plugin will automatically pull your complete tracking tag from our site once you’ve configured the plugin correctly. There is no need to install our tracking tag in addition to using the plugin. Take a look at this video to see how to install the plugin, then watch this one to learn how to test if the tag is working.

4. Is there anyone who visits my site that will NOT be cookied?

There is. We will not be able to cookie these types of users:

  • Non-desktop traffic  (We only cookie desktop browser visitors)
  • Safari users  (Safari blocks 3rd party cookies)
  • Traffic that is running AdBlock
  • Traffic that is blocking cookies
  • Traffic that has javascript disabled

5. I have other 3rd party tracking tags installed on my website. Will they interfere with Perfect Audience’s tag?

Nope! Our tag runs independently. There shouldn’t be any conflicts with our tag and any other tracking tags you might be running. If you run into any problems, please let us know!

Thank you to our awesome customers for all the great questions! Please keep them coming. You can always contact us at You can also reach me on Twitter: @scottsupportPA

Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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winat Welcome to the second post of our new blog series, Win at Retargeting!

Today we’re going to discuss how to use UTM parameters with your ads to track click activity in analytics software like Google Analytics. So in order for this article to be worthwhile to you, you’ll need to first setup Analytics or other similar service.

What the heck is a UTM Parameter?

Before we dive into why you should use UTM Parameters with your ads, let me first give you a brief introduction to UTM Parameters. UTM actually stands for Urchin Tracking Module. The name comes from Urchin, a product Google acquired in 2004.  Today it’s best known as a tracking format Google uses to track your URLS alongside your ads. Have you ever been to a website and noticed something in the URL that looks like this?

That bit after the question mark is a UTM Parameter. When a user clicks on an ad with a UTM parameter attached, they land on a page with the UTM parameters added to the URL.  Google Analytics and other tracking programs see those added parameters and store them for later reference.

What do all these UTM parameters do?

There are multiple parameters you can use with an ad:

utm_source – This is where the traffic is coming from. For a Facebook campaign you might want to use something like utm_source=facebook
utm_medium – A way to describe the ad, perhaps by size or type; utm_medium=fb_sidebar
utm_campaign – Labeled as Name in Perfect Audience, an identifier for your campaign; utm_campaign=fb_retargeting

These two parameters are optional, but can also be included:
utm_term – This is typically used in paid search campaigns to determine a specific keyword that you were using the ad for. This parameter isn’t necessarily beneficial for retargeting but you can use this if you wish.
utm_content – Great for A/B testing and identifying the ad; utm_content=10percentoff

Adding UTM Parameters to Your Ads in Perfect Audience

When creating an ad, look for the button labeled Add UTM Parameters:       Click the green button and you’ll get to this screen. Add your UTM parameters here:

Add your parameters and click Finish. When you submit the ad, the UTM Parameters will be included in the click URL. You can then track these specific keywords in Google Analytics.

Best Practices for designing UTM Parmeters

There’s no wrong way to design your UTM Parameters, but here are a couple things to keep in mind:

  • Create a standardized naming convention. This will help tracking and organization.
  • Be specific with your parameters, but not so granular that you won’t know which ad is which.
  • Keep all of your parameters in lowercase letters.
  • Be unique and don’t repeat the same keyword again and again. This can make reports very difficult to read.

Finding UTM Parameters in Google Analytics

Once you receive some clicks from your ads, you can track them in Google Analytics:

In the left hand side menu, look for Acquistion. Click that, then click Campaigns.

In the table that appears, look for the Campaign column:

These are all keywords being pulled from the utm_campaign parameter so you can track by campaign type. But we can go into even further detail! Look for the box just above the campaign column labeled Secondary Acquisition. Click that, then click Acquisition, then Medium.

Now you’ve got a second column displaying the parameter of utm_medium!

Now you’re able to see which campaign the ads were running in and the medium the ad was run through. This is a great way to get granular with your ad stats in Google Analytics.

That’s all we’ve got for you today! Look for the next installment in our Win at Retargeting series soon.

As always, you can reach us at, or feel free to contact me on Twitter: @scottsupportpa.

Did this article help you? Tweet to your followers!

Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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[Editor’s Note: To kick off the new year, Scott Danielson, Perfect Audience’s fearless Customer Success Manager, will be publishing a series of posts on campaign optimization aimed at helping you achieve true victory with your campaigns.  If you have suggestions for topics we should cover, send us a line at  Enjoy the first installment focused on setting up tracking!]

You’re all tracking your conversions in Perfect Audience, right? If not, set that up immediately! Tracking conversions is the best way to track how well your campaigns are performing and determine your overall ROI.

You can setup a conversion goal in just a few minutes, and we allow you to assign a revenue value for each conversion. For example, if you make $10 on every sale, you can attribute $10 to each conversion in Perfect Audience.

That might be good enough for you, but what if your sales vary in price? What if you have an online store that holds a variety of items with different costs? Can you track those values as well?

Absolutely! You can pass through the revenue value and an order ID/customer email address to the conversion manager in your account. In fact, you can do this right through the tracking tag that’s already installed on your website. Here’s how it works:

First, look for the lines of code in your tracking tag that look like this:
// _pa.orderId = "myOrderId"; // OPTIONAL: attach unique conversion identifier to conversions
// _pa.revenue = "19.99"; // OPTIONAL: attach dynamic purchase values to conversions

If you want to include an order ID or other identifier for the order (like a customer email), remove the two // before _pa.orderId. Then, change the “myOrderId” to the value or variable your website uses for that information. This is going to vary from site to site, and it might be something you need to ask your web developer about. This information should already be available on your conversion page. For example, if your shopping cart software uses a variable labeled {order_id}, then you would change that line to read _pa.orderId=”{order_id}”.

The same goes for the revenue value. Remove the // at the beginning of that line, then change the default “19.99” to whichever variable on your site holds the order total.

That’s all you need to do! Assuming you have everything setup correctly, your Conversion Manager will start showing the information that you’re passing through from your sales for new conversions.

Feel free to take a look at this page for more information.

You’re welcome to email if you have any questions about setting up your conversion goals in this way. Please keep in mind that because this is more of an advanced feature that requires custom coding, we can only offer very limited support on this topic. Your web host/developer is probably the best resource to set this up for you, but we’ll do what we can to help!

Happy retargeting!

Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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There’s a wonderful variety of solutions available for website and ecommerce hosting out there.  Setting up your own site or online store has become so easy that almost anyone can do it on their own. But when it comes to integrating tracking code for analytics or marketing, things can get tricky!

One of my first tasks after joining Perfect Audience was to build out a training page filled with videos to help our users get their accounts up and running. I soon learned that what we were missing were videos and documents teaching our customers how to install our tracking tag on various 3rd party sites. I’d like to feature some of these 3rd party installation videos today!


As we’ve mentioned previously, we’ve teamed up with Goodsie to make integrating Perfect Audience as simple as possible. This video will teach you to add your tag to your Goodsie store in less than 60 seconds.


SquareSpace offers their users a simple way to add custom tracking code to their pages. This video will show you how to get it done:


Adding your tag to your BigCommerce store can be a little tricky, as you need to edit the HTML of your store’s theme. But don’t fret! Watch this video and we’ll walk you through it.

Don’t see your 3rd party site listed? Email to and request a video! I promise you I’ll do my best to get them added for you.

You can also reach me at, or via Twitter @scottsupportpa.

I hope these videos are helpful!

Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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CPA is often a key indicator for campaign performance, but without any adjustments, it can be inadequate in measuring how much your Perfect Audience campaigns assist with achieving your conversion goals.

For this reason, we’re introducing the concept of Conversion Attribution Rates. You can now set a Conversion Attribution Rate for your Perfect Audience site’s post-click and post-view conversions on your site setting’s page (under Manage > Site Settings). These percentages represent the value your company places on the ad view or ad click that precedes a customer converting on your site.


We use your Attribution Rate settings to calculate an adjusted CPA (aCPA), which you will now see in your Perfect Audience dashboard. As it takes into account how much your Perfect Audience campaigns are assisting with your conversions, the resulting aCPA is a much more meaningful indicator of your campaign performance.

Tamara Alexander is a developer at Perfect Audience. She studied Mathematics and Engineering Management at Stanford University, and previously worked on researching NoSQL technologies in a Big Data R&D lab. She spends her free time creative writing and circuit training, and she loves the mod operator.

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Today we released a new feature to make client reporting easier. We’ve added the ability to create read-only users on your team, giving your clients access to Perfect Audience campaign dashboards across your site without giving them the ability to make changes. This gives your clients insight into campaign performance without being overwhelmed with all of the campaign details we make available to regular users. Below is an example of the new feature in action.

You can access the Client feature under the “Manage” drop down:



Existing clients are listed, and new clients can be easily invited:

Once an invitation is accepted, your client will be able to see a minimal version of the dashboard across all campaigns associated with your site. You can invite any number of clients to each site.

One additional feature that is available only to Clients is the ability to email the entire team managing the site by clicking one button: “Email Account Team”.



We’ve released this new feature with minimal functionality, but would like your feedback on ways we can improve the experience for your clients. You can email us at

We look forward to your suggestions. Happy retargeting!

Brian Cary

Brian Cary is an engineer at Perfect Audience. He enjoys running, making fresh juice, playing musical instruments, and working on his photography portfolio in addition to building software for the web.

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