The Importance of Tracking Conversions

The Importance of Tracking Conversions

Matt the Intern here. Today I’m going to explain the importance of measuring and tracking conversions in your digital marketing activities.

First off, what is a conversion?

A conversion is the aim of what you are trying to achieve through your marketing efforts.
Examples:

  • A lead
  • A phone call
  • A Facebook like
  • An online submission (live chat or form submission)
  • App install

Conversion Tracking:
Tracking where the conversion came from, and what it was that triggered the conversion.

Why is Tracking Conversions Important?
There are many variables to Digital Marketing, and it’s very important to know which marketing tactics are working, and which ones are not. Knowing this can help decipher which strategies to increase, or commit more budget to, and which ones to revise, replace or stop.

How to Track Conversions:
Screen Shot 2015-07-09 at 5.04.45 PMThe most popular ways to track conversions are through Google Analytics (conversions are called Goals in Analytics), Google AdWords Paid Advertising program, Yahoo/Bing Paid Advertising and Facebook Advertisings. You will need a separate Thank You page once the website visitor fills out a form or downloads a White Paper. On this thank you page, you thank the prospect for his or her interest in your company and you install tracking code from the various advertising vendors, and you create a Google Analytics Goal. Then you will know how many people clicked on ads or came to your website — and how many completed an action such as filling out a form or downloading something.

More advanced advertising programs are tracking online chat such as nGage, Zopim and Apex as well as phone calls (ex Mongoose Metrics, Callrail).

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