When I get asked to have a look at a company’s current state of affairs in relation to Digital Marketing, one of the most common mistakes I come across is the lack of/no conversion tracking in place.
It’s a tough nut to crack but, when done right, it can provide some amazing insight into how people are reacting to the campaigns you create.
Conversion Tracking is absolutely crucial in order for any digital marketer to make data-driven decisions.
Conversion Tracking refers to the tracking of various goals on a website.
These goals can be absolutely anything you like.
From a click on a button to a contact form submission. As long as you have the right set up in place you can track anything.
The most common things that marketers track are things like Telephone Number Clicks, Mailto Link Clicks, Contact Form Submission and Downloads.
The answer is very simple. To ensure that you can make data-driven decisions based on the work you do and furthermore prove the worth of the campaign you’re running. The business world as we know it is developing at a fast pace. Meaning that leads & enquiries are coming from all sorts of different sources. Emails, phone calls, contact forms, live chats. Businesses are also setting up complex campaigns whilst running multiple campaigns at the same time.
The importance of conversion tracking can really show at the end of the month when doing your reporting on various campaigns. You can drill down to each lead you have received individually and begin tracking where that person originated from. With Telephone & Email tracking you can also build up a picture of the most popular conversion method.
Without conversion tracking, you will be making educated guesses on how well your campaigns have done and the source of each lead that comes through. You can then make those data-driven decisions your bosses love to hear.
It’s not rocket science but by no means is it a walk in the park. Conversion Tracking took me around 6-9 months to fully understand and conquer. The hardest part is setting it up from scratch. Tags, triggers etc are all new things you’ll learn about. Eleanor Raynolds of Hallam Digital gives great advice on How to Track Mailto Clicks in Google Analytics.
But, we are here to help YOU. If you would like to find out more about conversion tracking, get in touch or visit our packages page to see what value we can offer.
