Published on December 11th, 2020
Most businesses don’t have the proper conversion tracking. Conversion Tracking is the process of placing a small piece of code in your ad, landing page or thank you page to record the movements of your visitors. The recorded data can be used to find out what aspects of your advertising and website design are working and what ones aren’t.
Conversion tracking can get more complicated. For example, if someone fills out a job application on your website, this shouldn’t count as a conversion within Adwords, unless you are running a recruitment advertisement. If there is a phone call that takes place that only lasts 5 seconds, this shouldn’t count as a conversion because it most likely isn’t a quality call. We recommend to our clients that only phone calls over 30 seconds should be tracked as a conversion.
It is imperative for your business to define what is classified as a conversion and what isn’t and set this up properly with AdWords.
A website may get several impressions first before getting clicks. When someone clicks on your listing, they may actually be turned to customers. But how will you know? This is where conversion tracking enters. Web marketers and online advertisers want to see how many clicked on their listings and follow the visitors’ activity to see if they are converted to customers.
Conversion tracking measures the number of actual purchase, sign up, and subscriptions from the many clicks that a particular listing receives. Through the use of conversion tracking, web marketers and online advertisers are able to monitor the activity of site visitors.
Not all site visitors will end up being customers. Tracking their activities will somehow tell web marketers and online advertisers what part of their ads contributed to the conversion or what pages need to be more optimized.
Uses Of Conversion Tracking
Conversion tracking is important to determine whether your website yields higher return on investment. Your website will get as many traffic as it can; however, not all of them will be converted to customers. Conversion Tracking determines the rate at which your site traffic is transformed to customers.
Conversion Tracking Is Essential In The Following Aspects:
- Conversion Tracking helps webmasters, web marketers and online advertisers identify the areas of their campaign that are converting well.
- Conversion Tracking provides reliable information that helps in quantifying the possible return on investment or ROI of a particular website.
- Conversion Tracking determines the behaviour and activities of the site visitors.
- Conversion Tracking identifies the strength and weakness of a site and its campaigns.
- Conversion Tracking tells webmasters, web marketers and online advertisers how their campaigns are performing.
Basic Terms In Conversion Tracking
It is important that webmasters, web marketers and online advertisers be familiar with the basic terms used in conversion tracking. These terms are used often in the conversion tracking process:
- Conversion Page – this is the page that the site visitors land on after being converted or after having completed a required action like signing up or subscribing.
- Conversion Rate – this refers to the percentage of site visitors who are converted to customers. Conversion rate pertains to the rate at which site visitors completed the desired action like purchasing or subscribing.
- Cookie – this is a small file that is stored in a user’s computer. It helps the advertisers remember the user as someone who has visited their websites.
How Can You Set Up Conversion Tracking?
Analytics and advertising tools work together to collect, segment and visualize data related to conversions. Where you market your content will determine the tools you will use for conversion analysis. If you choose to advertise or analyze data on Google’s advertising platforms, use tools found on Google Analytics and AdWords to track conversions.