Why do we see high-performing results with digital marketing? Why do we see consistent traffic and huge lead potential? Why are digital marketing expenditures projected to grow 12.3% next year alone?
Of the many functions digital marketing has to offer (fine, I’m biased), conversion tracking stands alone as the greatest tool in marketing history. Even better, it’s available for use across almost all channels of digital media, and you can see it in your own sales figures!
How many marketing “professionals” have you met that go with the “we doubled your sales numbers, you just can’t see them on the books” argument?
With conversion tracking enabled, we can literally point to lines on reports showing digital actions taken from customers and match them to your own phone records. Sadly, we see a shocking lack of conversion tracking across small and large businesses nationwide!
So what are conversions, you ask? The simple answer is that they’re a predetermined action taken on your website that adds value to your business. This could equate to a form fill, a click on a button (“click here to buy tickets”), a time-on-site goal… you get the idea.
The great thing about conversions, though, is that you get to decide which of these actions are important to your business, and we’ll find ways to get those actions taken on your website as much as possible.
It’s shooting fish in a barrel!
Check out this full list of things you can track! Unfortunately, the process of setting up conversion tracking can be a little too much to stomach if you haven’t had to do it before.
I’ll try and make this quick, even though I know you’re all dying to know the intricacies of deep Google products. If you have Google Analytics and Google Ads set up, you’ll need to start by linking the two. You then set up “goals” within Analytics, which are imported into Google Ads and are tracked and optimized for as “conversions.” Got it? Goals = Conversions. For more on this, I recommend checking out PPC Hero’s complete guide.
As a Digital Specialist, my day-to-day role is to run PPC campaigns while optimizing for these conversions. We’ve all seen the standard marketing metrics: impressions (amount of people who saw your ad), clicks (people who have clicked), Click-through-rate (percentage of people who clicked on your ad when exposed to it), etc.
But what conversion-tracking really comes down to is giving yourself the ability to throw all those things out the window (or, rather, throw them to your agency’s digital specialist) for the sake of having high conversions. Fun metrics like total conversion value and cost per conversion get to join the ranks of awesome-looking spreadsheets.
Some do prefer the simple KPIs, and for good reason. Conversion tracking on a brand awareness campaign won’t meet a KPI optimizing for click count, and if you don’t have an important online action that will get you a lead, it’s not worth optimizing for something besides clicks.
That said, if you have an SEM campaign with the expectation of driving sales, you better believe I’ll be emailing you hourly to get that tracking set up. We have a way to make money fall from the sky, and I’m not doing MY job if I don’t beat that dead horse back to life.
Can you imagine that we have a client at my agency who pays $0.80 for a $16 average sale? Think about the positive effect that could have for you business-wide! I spoke with a person today who has spent $356 per conversion over the life of their campaign, who turns those into, on average $200,000 sales.
That margin is staggering! You could pay off someone’s salary AND increase your traffic by simply setting up your conversion tracking. You can track a vast assortment of things to meet these goals, and set a dollar amount to what you think these actions are worth.
As a professional in the industry, I’ve committed to being as transparent as possible about the realities of marketing, but I can’t believe everyone isn’t using across the board! It makes you truckloads of money and takes a village idiot to set it up. In fact, it’s the first thing I ask you for when an order is placed- it’s THAT important.
Don’t fall behind the curve and blow all your money on outdated marketing tactics, or your competition is sure to catch up. Design a solid online presence, incorporate conversion tracking into your system and you’ll be the new industry leader!
Resources:
- https://www.ppchero.com/everything-you-need-to-know-about-ppc-conversion-tracking/
- https://searchengineland.com/guide/ppc/tracking-and-measurement/ppc-conversion-tracking
- https://supermetrics.com/blog/7-major-factors-impact-adwords-performance
- https://andrewhubbard.co/complete-guide-facebook-conversion-tracking/
- https://support.google.com/google-ads/answer/2375435?hl=en
- https://www.forbes.com/sites/christinemoorman/2018/08/28/digital-marketing-spend-roars-despite-weak-privacy-concerns-and-capability-performance/#5e02c2d1cd43
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[…] manageable, even if you don’t have someone to outsource it to. Check out my other post on Shattering Sales With Conversion Tracking, but the short version is that you’d take a snippet of code and place it directly on your […]
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