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Conversion tracking tells you if your digital marketing programs — like pay-per-click (PPC) advertising — actually make you any money.
Ask yourself these simple questions to determine if you should be tracking conversions:
- Do you have an e-commerce site that sells products or services online?
- Do you collect business leads online?
- Can visitors get a demo or download a file after filling out a form?
- Can customers request quotes online?
- Can visitors sign up for email newsletters?
- Do you post coupons for visitors to redeem either online or at a brick-and-mortar location?
If you answered “yes” to any of those questions, then you should immediately implement conversion tracking for at least your PPC advertising.
(If you answered no to all of the questions and the only call to action on your website is to make a phone call, then you should have call tracking set up for your PPC campaigns.)
What is Conversion Tracking
Conversion tracking maps an action that a visitor takes on a website back to other data for that visit, allowing deeper analysis in web analytics programs.
It enables you to monitor the success of your PPC campaigns down to the individual keyword level.
Setting up conversion tracking requires placing small snippets of code on your website. Google, Microsoft, Verizon, Facebook and TikTok all provide the needed conversion tracking codes