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Improvely is Google Certified

Starting in August 2023, Google is updating its policy relating to the use of third-party click trackers. Only Google Certified click trackers may be used by advertisers that have not added click tracking before, and in the future this policy may apply to all advertisers.

We’re pleased to share that Improvely is a Google Certified click tracker, so you can continue using Improvely to track clicks and conversions from your Google ads. No changes are required for new or existing advertisers.

An update to the data retention policy

Starting in 2023, to better align our policies with global privacy and data protection regulations, we will begin to prune very old data from Improvely projects. While we have advertised a limited data retention policy for several years (of 12 months or 24 months depending on plan), that limit has not been enforced in the past.

Starting on January 1st, 2023, we will perform a soft rollout of this policy by limiting the earliest selectable date in reports and dashboards to no older than 24 months (2 years) prior to the current date.

Starting on February 1st, 2023, we will begin automatically deleting data older than 24 months (2 years) from Improvely projects on a routine basis. This means visits, conversions and other activity older than 2 years will not be visible in reports, dashboards and visitor profiles.

If you have any questions about this policy, or a business case that requires access to website usage data that’s more than 2 years old, please feel free to reach out to our support team at

Automatic SSL for White Label Domains

Improvely’s Large Agency plans allow you to white-label our service, giving your clients a login on your own domain with your logo on all pages.

We now provide free and automatic SSL certificates for your white label domains. Once you point your domain’s DNS to, it will be provisioned an SSL certificate to provide secure (https://) access within minutes.

To set up your white label domain, click Account Settings then White Label in the top menu when logged in to Improvely.

Bing Ads & Click ID Updates

Beginning in early 2021, Bing will finish its rollout of Parallel Tracking, which speeds up ad clicks by pinging your click tracker in the background while your landing page loads. Improvely has supported Parallel Tracking since 2017 and will continue to work with your Bing Search Ads without change.

For the most accurate click counts, we recommend turning on Auto-Tagging in your Bing Ads account settings. This will append campaign information and click IDs to your landing pages automatically, which Improvely will pick up and display in your reports.

We’re currently tracking and reporting Bing click IDs (“MSCLKID”) in the GCLID column of our Excel spreadsheet exports. Starting later in 2021, this column will be renamed from “GCLID” to “External Click ID” as we track click IDs from more ad platforms.

New Features: Custom Columns & New Metrics

In your Improvely account today, you’ll find a new button at the top right of your Traffic Sources and Tracking Links reports. Clicking this will allow you to customize the columns in your report, including unlocking several new metrics.

Revenue Per Person shows you how much revenue you earn per person that visits your site from this traffic source. It’s a great way to set your bids for pay-per-click ads: as long as your CPC is lower than your RPP, your campaign is generating a profit.

Revenue Per Converted Person shows you how much revenue you earn from visitors that have converted for your selected conversion goal(s). Along with the date range selection available in any report, this lets you easily calculate average lifetime revenue per customer from each of your traffic sources. RPCP is a great way to set your bids for Target CPA campaigns: if your cost per acquisition is lower than your revenue per converted person, your campaign is generating a profit.

ROI calculates the return on investment for each of your traffic sources.

These metrics are available in your reports now and also appear in your project dashboard.