Track Conversions To See What Marketing Is Working
We’re going to put on our advanced online marketing hats today and delve into a topic that can really boost our results. This topic is conversion tracking and we are going to break it down in an intuitive and actionable way.
Why Should We Track Conversions?
Good sales and marketing strategies not only allow us to sell more products and services. They tell us a lot about our target audience and how we can improve our offering to serve them better. A business owner that does not track conversions is like a sports team that doesn’t look at the scoreboard during a game. We cannot hope to compete if we don’t know how well or poorly we are performing.
Conversion Tracking With Google Analytics
Google Analytics is the platform the information technology giant offers website owners so that they can track how users interact with their online property. We can use the Analytics service to find out how many visitors we are getting, how many pages they view on average and how they get to our website. We can also get data on user demographics and what parts of the world we attract visitors from.
On top of all this highly useful data, Google Analytics can interface with our website to give us conversion metrics. This conversion data can be broken down by new or return visitor conversions. We can calculate the value per visit or value per conversion by assigning a dollar value to the desired actions we want our users to take: a sale, a newsletter sign-up or a contact form submission, to name a few.
How many visits does it take for us to close a sale? How much do we have to pay on online ads in order to get a conversion? These are just a couple of the questions we can answer using Google Analytics. The answers will give us a clear-cut understanding as to what is going well and what we need to improve on.
How to Implement Conversion Tracking With Google Analytics
To start, we have to head on over to the Google Analytics URL Builder. This is where we will tag the page with the desired conversion; a way of letting the system know that this is where the desired action will be taking place.
We then use this URL to set the goal within Google’s platform. Conversion types we can track include placing an order, creating a user account on our website, submitting a contact form, viewing certain media on our site or placing a phone call to us.
Google Analytics provides a huge amount of metrics to understand your website in far more detail
Taking Advantage of Call Tracking
Since we have such a powerful tool as Google Analytics, why not run our incoming phone call metrics through the system and gain helpful insights? This involves more than merely selecting an option from a list but thankfully, there are several apps available on the market that simplify this task.
These apps have the ability to track calls and can assign unique phone numbers to each visitor or each marketing channel. This assigned number is then linked to the visitor’s Client ID, which is a unique identifier given to them by Google. Their call information is passed on to Google Analytics for our data mining use.
Conversion Tracking Using a Range of Phone Numbers
If we use a single phone number to track call conversions, all of the different channels we use will pass through that number. Ideally, we’ll need a different phone number attached to each channel. This way, we can track leads from calls originating from our website, print media, radio or television and any other channel separately. We can compare the effectiveness and use the data we get to improve each method.
Costs per conversion data will guide us in deciding which of these methods appeals most to our target audience.
There are a variety of strategies to track calls. From which ad did your call come from? You could have a different phone number setup for different advertising methods, so you know where a client has seen your ad.
Get Additional Phone Numbers at fyitelco.com.au
To make the best use of call tracking, we can get additional phone numbers at fyitelco.com.au. Using fyitelco.com.au is great because they offer different plans to meet different use cases. That way, we can quickly and easily set up conversion tracking using a range of phone numbers appropriate for our data analysis needs.
Setting up conversion tracking gives us very clear metrics about what works best, what needs to be optimized and what we should do away with completely.
If you’re tracking your phone conversions, you may want to also learn about heat maps that can help you improve your conversions.