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Understanding Kelkoo Sales Tracking

Kelkoo Sales Tracking (KST) allows Kelkoo Group to measure the sales generated by the traffic we send to your website.

KST uses a first-party identifier to recognise visits originating from Kelkoo Group network and attribute them with subsequent purchases. This allows us to measure campaign performance and optimise the traffic we send to you.

How does Kelkoo Sales Tracking work?

Kelkoo Sales Tracking uses two main components:

Lead Tag

The Lead Tag is loaded when a user visits your website after clicking a Kelkoo Group ad.

The Kelkoo click contains a unique identifier in the kk query parameter of the URL. The Lead Tag retrieves this identifier and, when the required consent has been obtained, stores it using first-party browser storage.

Because the identifier is stored on your website's domain rather than on a Kelkoo Group domain, it is considered first-party.

The stored identifier allows KST to recognise the original Kelkoo visit if the user returns to your website and completes a purchase later.

Conversion Tag

The Conversion Tag fires whenever an order is completed.

It sends the transaction information required by Kelkoo Group, such as:

  • the Order ID;

  • the Order Value;

  • the Kelkoo identifier, when available;

  • additional transaction information, depending on your implementation.

The Sales Tracking Tag should fire for every completed order, regardless of the traffic source responsible for the user's final visit.

Kelkoo Group then applies its attribution logic to determine whether the transaction should be attributed to Kelkoo traffic.

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Attribution model

Kelkoo Sales Tracking uses a Kelkoo Channel Last Click attribution model with a 30-day conversion window.

How does attribution work?

When a user clicks a Kelkoo Group ad, KST stores the identifier associated with that visit.

If the same user completes a purchase within the following 30 days, the sale can be attributed to Kelkoo Group.

This remains the case if the user returns to your website through another channel before completing the purchase.

For example:

Day 1: User clicks a Kelkoo Group ad → visits your website → does not purchase

Day 5: User returns through an organic Google search → does not purchase

Day 10: User returns directly to your website → completes a purchase

In this example, Kelkoo Sales Tracking attributes the sale to Kelkoo Group, because the user clicked through Kelkoo within the previous 30 days.

Kelkoo Sales Tracking attribution differs from the attribution used by Google Analytics or other analytics platforms.

For example, an analytics platform using a cross-channel last-click model may attribute the transaction above to another channel, while KST attributes it fully to Kelkoo Group.

These differences do not necessarily indicate a tracking issue; they simply result from different attribution methodologies.

Conversion window

The KST conversion window is 30 days.

A transaction can therefore be attributed to Kelkoo Group when it occurs within 30 days of a qualifying Kelkoo click.

After the 30-day period has expired, that click is no longer considered for attribution.

If another Kelkoo click occurs during the conversion window, the most recent qualifying Kelkoo click is used.

For more information about differences between KST and analytics platforms, see Understanding Differences Between KelkooGroup Reported Clicks and Your Analytics Data.

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