Conversion metrics can provide a significant insight into how a campaign performed. These metrics allow one to see how the consumer interacted with the ad, landing page and website. Marketing campaigns typically have a specific goal; whether it be branding, form fills, sales, etc. Tracking the proper conversions can speak greatly to the overall performance of a campaign. There are a few steps to make sure a campaign is set up correctly from the beginning.
To begin, one should determine what the goal is for the campaign. Is it to get the consumer to fill out a specific form, buy a certain product/service, or learn about the company. From here it is important to think about the consumer experience and how they will interact with the ad, landing page, and then the website. Let’s say the goal of the campaign is to fill out a specific form. It makes sense to have the form on the landing page so the consumer doesn’t have to navigate through the site to fill it out.
From here, it is important to track each specific URL that is important to the goal of the campaign. One would want to track the form fill URL and the thank you page URL to show that a form was completed. Through reports.marketing we can track up to five conversion points. Unfortunately, most of the time not all five points are utilized; value, ROI, and data are left on the table. In this case, it is important to think beyond the main goal of the campaign and to create secondary goals. Maybe the consumer doesn’t fill out the form but still navigates to other pages on the website like the Contact Us page or the About Us page. These URLs can be mapped to the campaign as conversion URLs and help to build value and provide another metric of performance.
Through our reporting, we provide post-click conversion metrics and post-impression conversion metrics. Let’s say the consumer saw the ad but did not click on it. When they get home, they remember the ad and go to the website directly; this would be considered a post-impression conversion. It is recommended that the landing page be tracked as a conversion. Thus, showing how many consumers made it to the website via the campaign; whether it be a post-click or post-impression conversion.
Lastly, if there are not five conversion URLs we recommend tracking the homepage and a wildcard. These URLs allow for a baseline of overall traffic created by the campaign. The wildcard is a “catch all” for traffic on the website. The wildcard will track a conversion when any URL on the website is loaded that has not already been mapped as a conversion. Utilizing all five conversion points will allow for added value to the campaign, more in-depth performance metrics and will also show how the consumer interacts with the website.
Written by, Wesley Miller