---
title: "Conversion Tracking Variables"
slug: "mapp-engage-variables-conversion-tracking"
description: "Insert a conversion tracking variable into a single Mapp Engage message and choose whether tracking uses a cookie."
status: "update"
updated: 2026-10-20T10:13:32Z
published: 2026-10-20T10:13:32Z
canonical: "docs.mapp.com/mapp-engage-variables-conversion-tracking"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mapp.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Conversion Tracking Variables

The **Conversion Tracking** category inserts a conversion tracking variable into a single message. Conversion tracking evaluates message performance against goals that you define, for example whether contacts made a purchase after the sendout.

> [!NOTE]
> Note
> 
> To track all messages of a group, add the variable to the group settings instead of each message. For instructions, see [Activate Conversion Tracking for Messages](/v1/docs/activate-conversion-tracking-for-messages).

---

## Variable Format

The **Conversion Tracking** category lists all conversion trackings in your Mapp Engage system by name. When you insert one, the variable has the following format:

```plaintext
<%EventTracking id="3300140004" cookie="true"%>
```

| Parameter | Description |
| --- | --- |
| `id` | ID of the conversion tracking. You find the ID in the [Conversion Tracking Overview](/v1/docs/conversion-tracking-overview). |
| `cookie` | `true`: Tracking uses a cookie. By default, the cookie is valid for 30 days. `false`: Tracking works without a cookie. The links in the message must contain the message ID and the user ID. See [Add Message ID and User ID to Links](/v1/docs/add-message-id-and-user-id-to-links). |

The variable is inserted with `cookie="true"`. To track without a cookie, change the value to `false`. You do not need to change anything else.

Add the variable at the beginning or the end of the message. The exact position does not matter. During sendout, Mapp Engage replaces the variable with the tracking code.

You can view the results in the statistics. For more information, see [Conversions](/v1/docs/conversions).

---

## Related Topics

- [Conversion Tracking Basics](/v1/docs/conversion-tracking-basics)
- [Set Up Conversion Tracking](/v1/docs/creation-of-a-tracking-pixel-for-conversion-tracking)
- [Activate Conversion Tracking for Messages](/v1/docs/activate-conversion-tracking-for-messages)
- [Cookies-Based Conversion Tracking](/v1/docs/cookies-based-conversion-tracking)