Conversions and Tracking

What is a conversion on a website? At its most basic, a conversion is when a visitor to your website completes a call to action. A call to action can be completing a form for more information, or purchasing a product from your online store. Other types of conversions could be the downloading of PDF or white paper from your website, watching a video about your company or sharing an email address to sign up for your newsletter. Each of these events represent value to your business.

How do you know when a visitor to your website completes a conversion event? Tracking! Tracking involves placing a tracking pixel on the pages of your website in order to track user activity on your website. At the very least a tracking pixel should be placed on every page for Google Analytics. If you are doing Paid Search with Google AdWords and/or Microsoft adCenter (Bing & Yahoo), you will need a tracking pixel for each search engine on the thank you page of your conversion event.

Tracking with Google Analytics will provide you with a wealth of information about how visitors use your website. The information can be used to improve the quality and performance of the site. If you are using Paid Search, tracking is mandatory to understand the how many conversions were completed, the costs of those conversions and which keyword/s and ad/s prompted users on your site to convert.

We at Mid-West Digital Marketing have the experience and the knowledge to identify conversion events on your website, the skills to set up your tracking properly, the ability to tell you what all the data means and how to use it to improve your website and your digital marketing strategy.