If your business has started advertising on Google and you have a few ads running, you’re on the right track. However, as any marketer or business owner will tell you, it’s very important to be able to measure how effective marketing initiatives actually are and Google ads are no exception.
Perhaps you wanted to increase traffic to a certain landing page, increase video views, boost email sign-ups, or improve sales on your website. Whatever the case may be, you won’t know how many of these ads succeeded in the desired actions unless you start using conversion tracking!
Conversion tracking is a free tool that displays to you what occurs when a consumer interacts with your ads, like whether they buy a product, sign up for a newsletter, phone your organisation, or install your app. Conversions occur when a consumer completes an action that you have determined to be valuable.
This article will dive into what conversion tracking does and why your business needs it.
What Does Conversion Tracking Do?
Your business will keep track of a few certain types of conversions depending on what is most important to your organisation. While you do not have to track every conversion goal, it is always a good idea to collect helpful data. Even if you don’t ‘need’ the info right now, it could come in helpful later!
Conversion tracking begins with the creation of a conversion action to your Google Ads account. A conversion action is a specific consumer behaviour that is beneficial to your company. Conversion tracking can be used to track the following actions:
- Website Actions: This includes actions such as purchases and sign-ups. This can include anything consumers ‘complete’ on your website.
- App Installations and In-App Actions: Conversion tracking also tracks the number of installations of your Android or iOS mobile apps, and purchases or other relevant activity within those apps.
- Phone Calls Tracking: Phone call tracking includes an array of different things like tracking phone calls from your Google ads, tracking calls to a mobile number on your website, and tracking phone number clicks on your mobile site.
- Local Actions: When consumers engage with an ad that is specific to a physical location or shop, their actions are tracked.
The conversion tracking process differs slightly for each conversion source, however, aside from offline conversions, each kind of conversion tends to fit into one of the following two categories:
- To track your conversions, you insert a conversion tracking tag, also known as a code snippet, into the code of your site or app. A temporary cookie is stored on a user’s smartphone or computer when they click on your ad from Google. Google then identifies the cookie and records a conversion.
- Not all types of conversion tracking make use of tags. To track phone calls from call extensions or call-only ads, for example, you would use a Google forwarding number to track what add the call originated from, as well as data such as:
- Call length
- Area code
- Call start and end time
Additionally, app downloads and in-app purchases will be automatically logged as conversions.
Why You Need Conversion Tracking
After implementing conversion tracking, you’ll be able to view conversion statistics for your:
- Ad groups
Viewing this data will help you understand how your advertising contributes to the achievement of crucial business objectives.
Conversion rates can help you determine what marketing initiatives are bringing in the most leads for your organisation.
One way to track the quality of leads is by using a CRM (Customer Relationship Management) system. A CRM will allow a company to determine how valuable the leads are that are coming in and whether some aspects will need to be adjusted to improve the quality of leads that are being received.
Leadtrekker is a CRM that has been developed to improve lead response, assist in the increase of sales, and the productivity of a sales team. To find out more about how Leadtrekker can assist your company, contact us or book a demo!