Conversion Tracking

The Ins and Outs of Conversion Tracking

In the world of online marketing, data is everything. Your numbers will tell you how many visitors are visiting your website on any given day. It will provide you with information on the pages most visited. It will also tell you how relevant the page is to visitors in the form of ‘bounce’ rates. So in effect, knowing your numbers is the key to growing your business.

The first thing about conversion tracking that you must know is that you will need to commence an AdWords campaign because this particular advertising product allows you to review visitor actions on your website and tracks sales.

So what is AdWords?

AdWords is a Google product that allows a business to advertise through the use of links that helps to boost their website traffic, leads and sales.

When businesses implement AdWords and spend the money to advertise, they usually want to see results in the form of sales leads and enquiries, an increase in visitors to their website and see a return on their investment.

So how do you track conversions?

The great thing about your AdWords campaign is that there is the ability to track conversions – which means that you can look at your data and analyse sales, leads, page views, signups and downloads so you can further develop your business strategic plan.

To provide a high level explanation, tracking works by using a unique piece of html code that is placed on a confirmation page or ‘thank-you’ page of your website. This page appears after a customer completes a desired action on the website. The unique html code placed on this page is recognised by the AdWords User Interface and thus a conversion is recorded.

So how does it differ to Google Analytics?

Google Analytics is a dashboard that provides you with valuable data about visitor behavior and traffic for your website. It provides you with daily updates around important metrics such as:

  • Bounce rates
  • Average time visitors spend on your website
  • Referral traffic from social media, direct traffic and other
  • Which part of the world the visitor is from
  • Graphs so that you can visualise spikes and dips in visitor traffic

Although it provides you with fantastic insight to your website across the board, it does not track conversions. So by adding conversion tracking, you are essentially providing your business with more valuable data and thus further insight into the behavior of customers, which will only lead better strategic decisions.

Advantages of conversion tracking

There are numerous benefits of conversion tracking:

  • Provides invaluable data that allows you to make more informed business decisions and plans
  • Helps you to understand what keywords and Adgroups are most effective
  • Assists in justifying marketing and advertising expenditure
  • Allows you to conduct A/B testing if you are looking to make changes to the website, UI or test new ads
  • Captures vital information about your customers demographics, spending behavior and allows you to add them to your customer database
  • Identifies any ‘leaks’ in your sales funnel

If you’re interested in how AdWords will increase business sales and prospects, why not contact us at ConversionLabs and get your free strategy session today! Contact us now on 1300 807 808 or complete the online enquiry form!