What is conversion tracking?

Marketing is a necessary part of any business’ strategy. And while many businesses are tracking basic analytics, very few businesses are accurately tracking conversions, making it unclear which marketing channels are generating a return on investment.

Once conversion rate tracking is set up on your site, you’ll be able to track how many people touch a phone number, click an email address or fill out a contact form.

More importantly though, you’ll be able to see where those conversions originated. You’ll see the number of leads generated from each marketing channel; whether that be as a result of your SEO efforts, your PPC campaigns or even your social posts.

An example from one of our clients

In the Analytics screenshot below, we can see that 280 leads were generated in the displayed period. Of those leads, 153 were generated from Google ads, 68 from organic search and 50 from direct traffic. We can also see that 6.54% of visitors to the site were persuaded to get in touch with our client.

PPC conversions generated in Google Analytics.

Given the client invests far more into Google Ads than any other channels, the results are as we would expect. However, the results tell us that there’s clearly room for improvement in SEO, since organic search accounts for just 25% of all leads generated.

Armed with this information, you can make informed decisions about whether you’re spending your marketing budget in the right places, or what channels need work to improve conversion rates.