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Your website is up and running, but that’s it, right? Not quite yet! You still have to set up conversion tracking! In this post, we talk about the importance of setting up website goals and how they contribute to you achieving your marketing & business goals!
The first thing you should configure is your Google Analytics 4 conversions setup. Setting this up lets you keep an eye on conversions and allows you to set a baseline for conversion rate optimization activities down the line. When you are ready to set up Google Ads you can import your Google Analytics conversions quickly to get conversions set up over there as well!
There are a few ways you can go about setting up conversions. In Google Analytics 4 or externally in Google Tag Manager. We recommend you set up conversions in Google Tag Manager. There are a few good reasons to do this. Most notably, conversions can quickly be set back up if you ever need to set up a new Analytics property.
Once you set your events up, be sure to mark them as conversions. This is an easy step to forget!
Setting up your Google Ads conversion tracking helps you better allocate your ad spend to opportunities that will result in a conversion. From an administrative standpoint, you are able to see which campaigns, ad groups and ads result in a conversion. You can then allocate more budget to advertising that results in success and pause or remove advertising that does not result in a conversion. Smart advertising is the future, optimization processes require your administrator’s guidance to achieve great results. This starts with setting up conversions!
We launched the creative above with promotional creatives (30% off) and before & after content. The humorous ads provided more conversions time in and time out. Conversion tracking not only showed us what type of creative achieved the best rests, it helps us understand the client’s audience better. We cross referenced this conversion data, with Google Analytics and Google Review data to help us paint a clearer picture of our user groups.
Similar to Google Ads, Meta or Facebook ads are guided by conversion tracking. Be sure to set up your pixel to help administrators see which ads are converting and optimize processes to help you achieve better results.
When it comes to eCommerce, WooCommerce conversions are the source of truth. These conversions are your sales. As such, these should be reviewed whenever you are setting business and sales goals. Sometimes advertisements play no role in a sale. Administrators should attempt to discover how these sales were achieved as well.
Shopify is another popular eCommerce engine. Like WooCommerce, it is your source of truth for eCommerce conversions. Compare this data with conversion data from your advertising platform to see, what percentage of your sales are coming from your advertising activities.
Looker Studio (formerly Data Studio) is a free tool that turns your data into informative, easy-to-read, easy-to-share, and fully customizable dashboards and reports. There are connectors for all Google products (Analytics, Ads, etc) that allow you to plug your data directly into the report. For other products (like Meta/Facebook adverting) there are paid partner connectors that allow you to plug this data into Looker Studio reports.
Contact us today for assistance setting up your conversion tracking!
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