Introduced in Feature Pack 3

Conversion event tag

The WebSphere Commerce conversion event tag collects information about events that are not directly related to product purchases. These events might include using a store locator, using a product comparison tool, adding items to a wish list, signing up for a gift registry, downloading documents, visiting the contact us page, and more.

The conversion event tag does not generate any data on its own. For this tag, you must use the tag parameters to pass in the data you want to collect. This tag can also pass extra parameters for tag customization.


The following is a list of required and optional parameters for the conversion event tag.

Note for IBM Digital Analytics, formerly known as Coremetrics Analytics: The following parameters are for the WebSphere Commerce <cm:conversion /> tag. This tag generates the IBM Digital Analytics cmCreateConversionEventTag data tag.

A required parameter that is the unique identifier for the type of conversion event.
An optional parameter that allows you to group events (eventIDs) into a category you define.
A required parameter that indicates whether the conversion event was initiated or successfully completed. Valid values:
  • 1 = A conversion event was initiated.
  • 2 = A conversion event was successfully completed. Use this value for single-step conversions.
An optional parameter that represents a point value that is used in establishing an arbitrary value for a conversion. The point value allows relative weighting of the initiation and completion of an event. For example, a visitor that initiates a low-value event might be worth 5 points, whereas a visitor that completes a high-value event might be worth 50 points.
An optional parameter that communicates more information to the external analytics system. This parameter is provided for cases in which you might have negotiated with the external analytics vendor to generate some custom report that requires more information.

Note for IBM Digital Analytics: Use the extraparms parameter to pass either IBM Digital Analytics Explore attributes, or data for custom IBM Digital Analytics reports, or both. See Passing extra data to IBM Digital Analytics with the extraparms parameter.

There are multiple ways to pass values by using the extraparms parameter:
Description Example
Specify explicit values as properly escaped JavaScript. To pass more than one value, separate values with a comma. extraparms="\"value1\",\"value2\""
Specify explicit values without escaping the values. This simplified syntax is supported in WebSphere Commerce Version 7 Feature Pack 3 and later implementations of IBM Digital Analytics. To pass more than one value, separate values with a comma. extraparms="value1,value2"
Introduced in Feature Pack 3returnAsJSON
Introduced in Feature Pack 3An optional parameter that is designed for use when tracking customer interactions that do not cause a full page refresh. For example, in a Web 2.0 store, the customer might interact with the mini shopping cart, the Product Fast Finder, or a wish list. To track these intrapage interactions, you can use this parameter to return a JSON object instead of generating the analytics data tag. When the Web 2.0 store tagging framework detects that this analytics event has occurred, the tagging framework can use the JSON object to populate the analytics data tag. Valid values are:
  • true = Return a JSON object.
  • false = Generate the analytics data tag.
The following is the JSON data structure for the conversion event tag:
[{eventId : "EVENTID", category: "CATEGORY", 
actionType: "ACTIONTYPE", points: "PTS"}]

Tag versions

WebSphere Commerce provides two versions of the conversion event tag:

  1. An abstract base tag implementation class: Analytics vendors who want to provide a conversion event tag in their web analytics JSP tag library for WebSphere Commerce can extend this base tag class to get the conversion event data and implement their own logic to generate the vendor-specific conversion event tagging APIs.
  2. A default implementation of the conversion event tag (<cm:conversion />) for IBM Digital Analytics. This implementation automatically generates the IBM Digital Analytics cmCreateConversionEventTag data tag.