If your business has a website, you likely have already set up some sort of task for users to complete upon landing on your site. You may want visitors to sign up for your newsletter, buy a product, call to schedule an appointment or more! Whatever the goals are that you have set, it is important to be able to track the conversions—or the goals that get completed—on your site.
Types of Conversions
Conversions can come in a variety of forms. In addition to the three mentioned above, you may want to track how many people view a specific page, click a button, install an app, submit a form, download a study—there really are a number of possibilities. The type of conversions you identify should support the overall purpose of your website.
Tracking these conversions lets you know how well your site is doing. Data shows what is working successfully and what areas need improvement. Without having this information, it’s hard to know what specific changes (like editing page content or page designs) you need to make to get more users to convert. Attributing conversions to different marketing channels when tracking can also give you insight into the best areas to direct resources and your marketing budget.
Each of the conversions on your site should be associated with a conversion value. If you sell a product for $25 on your site, the conversion value for one purchase would likely be $25. If you have a goal to have a visitor sign up for your newsletter, the value of a conversion would typically be one sign-up. These values give more accurate figures and help you monitor your progress.
Setting up Tracking
To set up conversion tracking, you’ll need to add tracking codes (tags) to your website. These code snippets can be added by a developer if you don’t have the ability to add them yourself. Most major channels (including Google Ads, Bing Ads, Facebook, Twitter, LinkedIn, Instagram, and Pinterest) allow you to track conversions, so take advantage!
To learn more about converting users into customers, check out our previous blogs on designing effective web forms and landing pages.