Conversion Tracking – A Marketing Plan’s Final Piece

So you’ve come up with a great marketing strategy. You’ve written captivating copy. You’ve developed a beautiful, well organized landing page, and launched it all into the wild. Did it work? This is where conversion tracking comes in. Tracking is a way to tell how well users are interacting with the content you’ve developed.

What is Conversion Tracking?

When setting up a website, installing basic tracking through Google Analytics is usually a standard step. This gives basic tracking information on visits, time-on-page, demographics, and so on. Conversion tracking takes that a step further and answers goal-oriented questions like how many people who visited the site filled out the contact form, or what percentage of visitors who clicked a call-to-action button followed all the way through to a thank you page. And this can become very granular as you ask more specific questions about your viewer’s behavior. So, how do you set up conversion tracking?

How to Setup Conversion Tracking

For newcomers, you may hear the term “event tracking” as well as “conversion tracking,” and wonder if they are the same thing. The main difference is where the tracking is created. Event tracking is what you would set up in Google Analytics. Conversion tracking is set up in Google AdWords. However conversion tracking is possible to set up through Google Analytics, but you must have your GA code installed on your site to get this to work.

If you are running a WordPress site, Click Ranger Pro can help you connect your site to your Google Analytics account. It will also help you easily create user-triggered tracking events such as clicks or downloads. Follow those events to establish your tracking goals.

Interpreting Results

The feedback you receive influences iterative improvements. Try new strategies where numbers underwhelm. Repeat efforts that are proving successful. And for more accurate upgrades, use A/B testing to test varying options in a live setting. Remember, there is no final solution when creating landing pages and calls-to-action. Technologies change, audiences adapt, and designs improve. Always be testing, trying new ideas.

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