Conversion Tracking Checklist
Do You Know The Difference?
Picture this: Imaginary company Landscapers LLC isn’t tracking conversions. This means they have no idea whether their phone calls & emails (leads) are coming from Search Ads (Paid) or Google Maps (Free).
Landscapers LLC thinks the leads are coming from ads, so they spend an extra $600 on advertising one week. This results in 0 additional leads. Turns out, they’ve been wasting money on Ads because all of their leads have actually been coming from Google Maps.
Conversion Tracking Must-Haves
Email Opt-In Conversion Tracking
A top priority for our clients is always setting up conversion goals for Email Opt-Ins. Pro-Tip: If your organization hasn’t established an email opt-in process, the time to start was LAST YEAR. Email marketing has been shown to provide a 40X ROI over other channels, including social media.
When setting up conversion goals for email opt-ins there are two things to keep in mind. First, for sites where people can opt-in through multiple different places, we want to make sure we are tracking conversions separately for each opt-in location. This tells us what opt-in tactics are working well, and which need some improvement.
Second, it’s important to track conversions for people who began the opt-in process but never completed. For example, if your opt-in is through a form submission, we’ll create two conversions. One conversion is recorded when they start filling the form and a separate conversion is recorded when they hit submit. This gives us insight into what can be improved with the process itself.
Sending Conversions to an Analytic Platform
There’s no point to tracking conversions if we’re unable to see the data in a way that provides valuable insight. For example: If you find out your website saw 34 conversions yesterday, does that information have any value to you? Who were they? How’d they get there? Who came to my site but didn’t convert?
But once you organize goals and tags, we find out that 26 of those conversions came from Facebook and 8 came from Google Ads. All of a sudden, we have some valuable insight. You can use this information to determine whether it’s your landing page, your Facebook page, your Ad Keywords, or something else that needs immediate attention.
All of this begins with consolidation of data. Usually Google Analytics is a great tool for this since you can import data, tags, and reports from several different places. However, there are plenty of alternatives out there. Some third-party analytics programs might make more sense for unique conversions.
Phone Call vs Email vs Form
A common question we see is “Should we have a Call Button, Email Link, or a Form Submission to capture leads?”
The only problem is, there is going to be value we can extract from each method. The key isn’t finding a perfect conversion goal. The key is making the most out of each user by directing them to a page with the conversion type they’re most likely to convert on.
We do this by running A/B trials for each conversion method as well as each referral source. For example: We set-up a funnel with a phone call conversion goal for one of our Facebook Campaigns. Once we gather sufficient data, we switch the goal to a form-submission. After we’ve tried both, it’s important to try a hybrid of both methods. Whichever performed the best is what you’ll base future A/B tests off of.
Constant Tweaks & Improvements
The ultimate goal of conversion tracking is to collect data. With this data, it becomes much easier to make informed marketing decisions about how to move forward.
The key to a successful digital marketing strategy is to take this new information and use it to tweak and improve your processes weekly. No matter how great a certain strategy is, you can always tweak it a little bit and compare the results. Every time you find improvement, keep the change.
A Data Collection Strategy Just for You
Our digital experts have set-up conversion and KPI data collection processes for clients across all 50 states in verticals from Law to eCommerce. A short phone call can you put you and your organization on the way to making meaningful differences in your marketing strategy.