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Conversion Tracking Overview

What you’ll learn: Understand what conversion tracking is, how Li2 tracks customer journeys from touchpoint interaction to conversion, and why this is critical for measuring marketing ROI.

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What is Conversion Tracking?

Conversion Tracking is Li2’s system for following the complete customer journey from their first interaction with your touchpoint (via short link, QR code, or NFC tag) through to valuable actions like signups (leads) and purchases (sales). Unlike basic analytics that only measure visits (aggregate interactions: link clicks, QR scans, NFC taps), conversion tracking helps you understand exactly which touchpoints generate real customers and actual revenue.

Accurate Attribution

Identify which touchpoints lead to successful conversions

Customer Journey

Track from first interaction through to completed purchase

True ROI

Measure actual revenue generated by each touchpoint and campaign

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How Conversion Tracking Works

Li2 uses a visit-based attribution model to track the entire customer journey:
1

Customer Interacts with Touchpoint

Customer interacts with touchpoint through one of these methods:
  • Click a short link
  • Scan a QR code
  • Tap an NFC tag
Li2 generates a unique click ID to track this user and records a visit.
2

Visit Information Stored

The system records visit information:
  • Which touchpoint was used
  • Interaction channel (link/QR/NFC)
  • Click ID to identify the user
  • Time, device, geographic location
  • Referrer source
3

Lead Event - Customer Shows Interest

When the customer takes a valuable action such as:
  • Creating an account
  • Filling out a contact form
  • Subscribing to updates
The system creates a Lead Event linked to the original click ID (from the initial visit), knowing exactly which touchpoint generated this lead.
4

Sale Event - Successful Conversion

When the customer completes a purchase, Li2 records:
  • Transaction amount (supports USD and VND)
  • Link to previous lead event
  • Attribution to original touchpoint
You know exactly which touchpoint generated how much revenue.
5

Customer Profile Aggregation

Li2 automatically creates and updates a Customer Profile with:
  • Total leads and sales
  • Total revenue
  • First touchpoint they interacted with (first-touch attribution)
  • Complete event timeline
6

View Analytics & Insights

Access the conversion dashboard to see:
  • Conversion funnel: Visits → Leads → Sales
  • Conversion rates at each stage
  • Attribution by touchpoint
  • Revenue by touchpoint/campaign
  • Detailed customer journeys

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Key Concepts

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Lead Event

A lead event marks when a customer shows genuine interest in your product or service. Example Lead Events:
  • Account signup
  • Contact form submission
  • Newsletter subscription
  • Product demo request
  • Add to cart
Why track leads? Lead events help you distinguish between “browsers” and “genuinely interested prospects”. This is essential for calculating conversion rates from visit → lead → sale.

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Sale Event

A sale event marks successful conversion - the customer has completed a purchase. Information captured:
  • Transaction amount
  • Currency (USD or VND)
  • Invoice ID (for deduplication)
  • Payment processor (Stripe, PayPal, etc.)
  • Link to previous lead event
Multi-currency support: Li2 currently supports USD and VND. The system stores the actual currency of each transaction and automatically converts to your organization’s default currency when calculating total revenue.

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Customer Profile

Each customer has a profile aggregating all their activity: Identification:
  • Email (unique within organization)
  • Name, phone number
  • External ID (for linking to external systems)
Attribution information:
  • First touchpoint: The first touchpoint they interacted with
  • First click ID: Click ID of their first interaction
Aggregated metrics:
  • Total lead events
  • Total sale events
  • Total revenue (converted to default currency)

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Conversion Tracking vs Basic Analytics

FeatureBasic AnalyticsConversion Tracking
MeasuresVisits (clicks, scans, taps)Leads, sales, revenue
AttributionKnow which touchpoint got visitsKnow which touchpoint generated revenue
Customer JourneyNo tracking after visitTrack from visit → lead → sale
ROI MeasurementIndirect estimationPrecise revenue measurement
Customer ProfilesNoneComplete customer records
Funnel AnalysisNot supportedConversion rates per stage
Multi-currencyNot applicableUSD and VND with auto-conversion

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Use Cases

Scenario: You run Facebook Ads with different QR codes on product catalogs.Conversion tracking helps:
  • Know which QR code (product) generates the most orders
  • Calculate precise ROI for each touchpoint
  • Total revenue from each campaign (supporting both USD and local currency)
  • Identify VIP customers (multiple transactions, high value)
Scenario: You distribute short links via email marketing and social posts to attract trial signups.Conversion tracking helps:
  • Measure conversion rate from visit → trial signup → paid subscription
  • Attribution: Which channel (email vs social) generates paying customers
  • Customer lifetime value tracking
  • Optimize marketing spend based on actual revenue
Scenario: You run offline campaigns with QR codes on posters/flyers at multiple locations.Conversion tracking helps:
  • Know which locations generate quality leads
  • Conversion rate from visit (QR scan) → form submission → consultation booking
  • ROI of each poster location
  • Customer journey analysis: how long from first visit to becoming a customer
Scenario: You organize an event and distribute QR codes through multiple channels (social media, email, partners).Conversion tracking helps:
  • Measure ticket revenue from each marketing channel
  • Accurate attribution: which partner referral is most effective
  • Early bird vs regular ticket conversion rates
  • Customer insights: who registers early vs late

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Key Benefits

Accurate Attribution

Know exactly which touchpoint and campaign generated real customers and revenue, not just visits.

Optimize Marketing Budget

Focus budget on touchpoints and channels with highest ROI based on actual data.

Understand Customer Journey

View complete timeline from first interaction (visit) to purchase - how long does conversion take?

Funnel Optimization

Identify bottlenecks in your funnel: low visit→lead rate? or lead→sale rate? Optimize the right place.

Customer Profiling

Build complete customer records: which touchpoints they interacted with, how many purchases, total value.

Multi-currency Support

Li2 supports revenue tracking in USD and VND with automatic conversion to your organization’s default currency.

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Access Permissions & Security

Permission-based Filtering: Conversion data is filtered based on user access permissions.
  • Organization Owner/Manager: View all organizational conversions
  • Editor/Member: Only view conversions from touchpoints in spaces they have access to
Ensures sensitive data (revenue, customer info) is only visible to authorized personnel.

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Getting Started with Conversion Tracking

To use conversion tracking, you need to:
  1. Enable conversion tracking for touchpoints you want to monitor (in Touchpoint Settings)
  2. Integrate tracking code into your website/app
  3. Track lead events when customers signup/show interest
  4. Track sale events when customers complete purchases
  5. View analytics in the Conversion Dashboard

Next: Setup Guide

Learn how to enable conversion tracking for touchpoints and integrate the tracking SDK into your system.