Tracking the metrics that are most valuable to your business is the best way to determine the performance of your marketing campaign, and make adjustments accordingly.
what is conversion tracking
Conversions are actions a user performs when interacting with your ads. You can determine what these actions are, depending on what you want to measure and what’s valuable to your business. For example, the most common conversion for an eCommerce business is purchasing a product. Another example would be when a user completes a contact form and submits it.
By tracking these metrics, you are able to analyse the performance of your marketing campaign and determine whether it was successful or not. You also have the ability to make necessary changes to certain aspects of the campaign in order to improve performance.
The importance of conversion tracking
When running marketing campaigns, making sure conversion tracking is set up correctly and working is the most important part of the campaign.
Without it, you have no guidance as to what is working, what’s not working, and what you can optimise to improve the performance of your campaign. Think of it like being stuck in a desert with no map or sense of direction. You don’t exactly know what to do and what direction to move in.
Not to mention, conversion tracking will also automatically optimise the campaign. For example, with Google and Facebook ads as your accounts build up a track record of conversions the algorithms begin to understand the type of person/prospect they need to be looking for in order to generate a good return on your investment (ROI).
Setting up conversion tracking
The overall process involves adding snippets of code to your website. However, depending on which platform you are using for your marketing campaign, you may add the code slightly differently. For example, many content management systems (CMS) have plugins to integrate tracking codes, which makes the process easier.
I’d love to explain the process, however, each platform/social media company has a slightly different process. If you are having problems with tracking within your business, feel free to contact us and we’ll walk you through the process!