Your paid search campaigns are underway, and your website is getting traffic, but what are your goals? Do you want someone to contact you or sign up for a newsletter? Do you want visitors to make a purchase?
One of the most important methods of measuring the success of online advertising is to create goals, using tactics that will encourage a visitor to take a specific action. Completed goals can be defined as a “conversion” (converting a visitor into a potential sale).
Examples of Conversions
- Completion of a purchase or sale
- Sign up for a newsletter
- Download a case study
- Submit a form
- View a specific page
- App installs & in-app actions
- Phone calls
Setting Conversion Values
The conversions that your website should offer will depend on the nature of your business or the purpose of your site. Conversion values are assigned to each goal for the purposes of tracking progress.
If you have an ecommerce site, your conversion values for completed purchases should be tied to the value of the goods or services that are being sold. For example, if you sell an item for a price of $75, you would likely value that conversion as $75. On the other hand, if your goal is to get visitors to sign up for a newsletter, then you will likely value one sign-up as one conversion.
Setting up Tracking
How do you begin tracking conversions? You’ll need to add a tag, or code snippet, to your website – your developer can insert this tag if you don’t have the ability to edit the code on your site. Conversion tracking is available for all the major online channels in including Google Ads, Bing Ads, Facebook, Twitter, LinkedIn, Instagram, and Pinterest.
Once you begin tracking conversions, you’ll be able to make more informed decisions regarding your campaign, website, and ultimately, your business. In our next installment on conversions, we’ll take a closer look at how to increase your website conversions.