Conversion tracking

Online is unique in the sense that it gives marketers an in depth understanding of what's working, and what's not. The majority of the time a campaign is measured by 'clicks' or 'hits' to a website or campaign page but is this what really matters? Shouldn't we be paying more attention to who calls, enquires or purchases? Shouldn't we be looking at conversions?

A conversion is when you receive a desired outcome from an online marketing campaign. It’s counted when a user clicks on an ad then makes an enquiry, purchase, submits a form or registers for membership for example. Google has developed a great tool that allows you to track these conversions and give you an in depth understanding of your campaign allowing you to spend more on the keywords that deliver results.

How do I implement the code into my site?

The aim is to track actions that users make, so we need to place code in areas like the “contact us” page. Then, once someone has filled out the form the confirmation page (that has the conversion code in it) will be activated and be counted as a conversion.

If you have an easy to use Content Management System, this is something that you can easily do yourself. Below is an image of where the conversion code should be entered using the Online Now CMS. If you are reliant on your web developer for updates and have limited access to your system then unfortunately as Google points out you may need to pay someone for assistance.

"As a prerequisite, you or someone in your organization must have a working knowledge of HTML or web tools in order to successfully place the conversion tracking code snippet" Google.com

What am I doing when I place the conversion code into the site?

Conversion tracking involves placing a cookie on a user's computer when they click on an ad. Then, if the user clicks on your ad and reaches one of your conversion pages, the user's browser sends the cookie to a server, and a small conversion tracking image is displayed on your site. When such a match is made, Google records a successful conversion for you and this information is presented in your Google Analytics account.

Why should I track conversions?

Conversions allow you to assess which keywords are delivering results and which ones aren't. Often when people run an AdWords campaign they pick hundreds of key words, many of them ineffective. The main reason that some key words outperform others is relevance – the browser has found what they were looking for and are ready to take the next step in the purchasing process.

Conclusion

It’s clear that there is a better way to measure the success of your online marketing campaign than simply looking at the number of visitors. Conversion tracking allows you to assess what key words are working and in turn allows you to spend more of your budget on them. Some CMS solutions allow you to add your own conversion tracking code so log in and start learning more about your online campaign today!