Conversion tracking is an advertising measurement strategy that involves digital marketing tools to trace the journey and steps a customer takes until he takes a significant action on your website or mobile Apps.

In this web conversion tracking article, we will break down the strategies and techniques you can apply to track your conversions on SEO, especially Google, and on popular social media platforms such as Facebook.

SEO PPC Conversion

The process of the customers conversion funnel

  • Awareness
  • Interest
  • Desire
  • Action

Awareness

To convert your prospective customers, you have to let them know that you have an exciting product or business. To create brand awareness, you have to put your brand image in front of your future consumers.

Interest

After creating product awareness, it is time to prove to your potential customers the value of your product. It is up to the business to convince the customers how their product will solve their problems.

Desire

The desire comes after your customers are sure that your product is convenient, and it will help them solve their issues at a fair cost.

At this stage, the customer knows that he got the right product he was looking for, and he is trying his best to buy it.

Action

The last step is taking an important action after the awareness, interest, and desire process.

A PPC and SEO consultant can use different tracking tools to trace all these steps from the beginning until the last steps. The customer Conversion funnel involves

  • PPC
  • SEO
  • Content Marketing
  • Social Media
  • Email

PPC

Many businesses use PPC or Pay Per Click to directly target their potential customers who are surfing the internet.

PPC helps to create Brand Awareness, incite interest and actions. It is direct online marketing strategies that produce fast results. So you must have your website to start reaching immediately people who might be interested in your products.

SEO

SEO or Search Engine Optimization is a short term or indirect marketing technique that helps you to reach your customers organically.

Search engine ranking takes time. To get the best of search ranking, you need to hire an SEO Expert, or you can learn it yourself then, later you can approach a search engine consultant to help you to fix some issues if you still not getting the expected results.

Content Marketing

Content Marketing is a marketing strategy that most businesses use for promoting their products or services. Content Marketing involves bloggers, publishers, visual content creators that target new or existing customers.

A digital Analytics Consultant has to track the performance and conversions of their content on their platforms or for third-party partners.

Social Media

Social Media channels are no longer an entertainment platform only. To achieve a bigger audience, you have to think about social media users too.

You can either use organic or paid campaigns to promote your products on social accounts. A marketing specialist has to set up analytics tools for tracking social media conversions.

Email

Email is a marketing strategy that helps the companies to reach their prospects inboxes directly with their marketing messages.

To trace email conversions will help you to measure your effort and success. There are built-in and third-party tools to help you analyze your email marketing campaigns and their conversions.

Sales Conversion funnel

A sales conversion funnel is a digital marketing technique that traces the first step of a customer until he buys a product or services. One of the most famous tools for sales funnel conversions is Google Analytics.

How to track sales funnel with Google Analytics

To track your sales conversion with Google Analytics, you have to create conversions Goals in your count as following.

  • Set up conversion Goals
  • You can add a funnel on each Goal (Optional)
  • Automatically even without adding a funnel, each goal will be recorded.
Google Analytics Conversion
Goals Set up

Conversion Funnel Reports

There are four different ways of accessing your funnel reports in Google Analytics.

  • Conversion > Funnel Visualization
  • Conversion > Reverse Goal Path
  • Users > User Flow Report
  • Heat Maps; You can use heat maps tools to understand the parts of your website that receive many clicks
Conversion Report
Users Report

Google Ads Conversions

According to Google Ads, there six types of conversions you can use during your marketing campaigns.

  • Web Purchases, Newsletter sign up, Button Clicks, or other actions; This process requires to set up conversions codes firstly on your website.
  • Customer Install your App or Purchases from it; Theses conversions involve Firebase, Android, or IOS App conversions.
  • App OR Web Conversion from Google Analytics App + Web; This process involves conversions from Google Analytics App + Web App + Web Properties (Via Firebase SDK)
  • Phone Call; There are three phone calls conversions; a) Tracking Calls from Ads, b) You want tracking calls from Ads, Tracking calls to a phone number clicks on a mobile website.

Conversion Tracking with Google Tag Manager

Note

  • Conversion Tracking doesn't work when cookies are disabled in your web browsers
  • You can follow the process of installing each conversion on Google Tag Manager Instead of Google Analytics

How to install tag conversion in Google Tag Manager

  • Google Ads Account
  • Measurements: Conversions > Conversion Action (Table)
  • Conversion name
  • Tag Set up
  • Google Tag Manager
  • Copy the ID and Conversion table

* Choose Conversion Triggers
- Save
*Make sure that conversion linker is enabled > then Publish

Note

  • You can import your non-Google Ads report if you want
  • You can use Google Tag Manager to access Google Analytics and imports Analytics and transactions into Google Ads.

Importing your Analytics Goals into Google Ads

  • Google Ads Account
  • Measurements / Conversions + Button
  • Imports > Analytics > Continue
  • Select Goals & Transactions >
  • Import and Continue > Done

Conversions Tracking KPI

Conversions Key Performance Indicator that matters to your business are

  • Number of conversions
  • Conversions Rate
  • Cost Per Conversion / Acquisitions
  • Bounce Rate
  • Pages per Visit
  • Hit Destination Page
  • Events
  • Session Duration

Number of conversions

As a PPC or SEO Consultant, you have to count the changes in the number of conversions you get after a certain period. The more it increases, the more it becomes better.

Conversion Rate

Conversion rate is a ratio that shows you the percentage on the number of interactions you are getting compared to conversions. So as an analytics expert, you have to try your best level to increase this number.

Conversion Rate Formula

Conversion Rate = ( Conversion / Interactions ) X 100

Cost per Conversion / Acquisition

This cost shows how much money you spend on every conversion or acquisition. It is the total cost we spend on traffics compared to the number of conversions.

Example

We spend 100 $ on ad and we got 10 Conversions so the cost per conversion is 100 $ / 10 $= 10$ per conversion.
So on each conversion, we spent 10$

CPC or Conversion per Conversion Formula

CPC = ( Cost / Conversions )

Bounce Rate

Bounce Rate is the number of web visitors who exit only after visiting only one page.

Bounce Rate Formula

Bounce Rate = ( Total of one-page visits / Total Visits )

Pages per Visit

This is the number of people who visit different web pages of your platform.

Hit Destination Page

The visitors who visit the web page you wanted them to see, such as a landing page or lead a form.

Events

This shows the actions such as button clicks, video plays, and other web users' interactions on your website.

Session duration

Session duration shows how much time a web visitor spends on your web pages.

Conversion sources

  • Website
  • Apps
  • Phone calls
  • Imports (Offline)

Social Media Conversions

Here are the steps for tracking your social media conversions in Google Analytics

  • Acquisitions
  • Social >
  • Overview report
  • Network referrals
  • Data Hub Activity
  • Landing Pages
  • Track Bucks
  • Conversions
  • Plugins
  • User Flow

Facebook Conversion Tracking

To track conversion Tracking of Facebook, you have to copy and paste your script codes called Pixel.
Three ways to track conversion with Pixel

Facebook Pixel Events
Facebook Events Set up
Facebook with Tag Manager
Facebook Tag Manager set up
  • Standard Events
  • Custom Events
  • Custom Conversion

Notes

  • Twitter and LinkedIn use similar approaches for conversion tracking system as Facebook
  • Instagram can link up with a Facebook page conversion

Facebook Conversion Tracking techniques
For tracking Facebook conversions, you have to use pixel codes. You have to use the Events Manager Submenu of your Ads Manager.

Steps for setting Facebook Pixels

  • Events Manager >
  • Add Pixel to your website
  • Follow the steps

Note

After setting your Pixel, you can add your Facebook Events such as Standard or Custom Events.

T ypes of Facebook tracking events

There are two types of Facebook Events

Standard Events

Standard events are predefined by Facebook to record, improve conversions, and create an audience.

Add payment info
This event helps during Checkout.

Codes
fbq('track', 'AddPaymentInfo');

Add to Cart
Add to shopping Card

Codes
fbq('track', 'AddToCart');

Add to Wish list
Add item item to wish list

Codes
fbq('track', 'AddToWishlist');

Complete Registration
Submit Information

Codes
fbq('track', 'CompleteRegistration');

Contact
Call, SMS, Email, Chat Etc.

Codes
fbq('track', 'Contact');

Product Customization
Use tools to customize a product

Codes
fbq('track', 'CustomizeProduct');

Donation
Donate to your Organization

Codes
fbq('track', 'Donate');

Find Location
Find your site for visiting your local store

Codes
fbq('track', 'FindLocation');

Initiate Checkout
Checkout button

Codes
fbq('track', 'InitiateCheckout');

Lead
Like submitting a lead form

Codes
fbq('track', 'Lead');

Purchase
On thank you page submission, completing a purchase for a thank you page

Codes
fbq('track', 'Purchase', {value: 0.00, currency: 'GBP'});

Scheduling
Make Appoint to visit a site

Codes
fbq('track', 'Schedule');

Search
Search box performed on your website

Codes
fbq('track', 'Search');

Start trial
A trial period of a product you offer

Codes
fbq('track', 'StartTrial', {value: '0.00', currency: 'USD', predicted_ltv: '0.00'});

Submit Application
Submission of an application on service or product

Codes
fbq('track', 'SubmitApplication');

Subscribe
Paid subscription for a product

Codes
fbq('track', 'Subscribe', {value: '0.00', currency: 'USD', predicted_ltv: '0.00'});

View Content
Visit web page you targeted such as landing page

Codes
fbq('track', 'ViewContent');

There are two types of Facebook events
Standard and Custom Events.

Facebook Standard vs. Custom Events

Standard Events

Standare events are Facebook predefines standard Events.

Custom Events

Custom Events are Standard events customized by the marketer. You can give them a unique name, and you can choose which standard events to customize.

Installing Social Media with Google Tag Manager

Google Tag Manager automatically can be linked with social media accounts

URL Page Link Tracking

Many tools track your URL links, such as Google Analytics, Hubspot, etc.
In this post, we will focus on Google Analytics URL links tracking strategies by adding identifiers and parameters.

Google Analytics URL Parameter Report

  • Reporting > Acquisition > Campaigns

You can also sort or Analyze metrics data by

  • Campaign
  • Source
  • Medium
  • Content ( Ad Content )

Types of Analytics URL Tagging

  • Auto-tagging
  • Manual Tagging for Google Analytics
  • Tracking Microsoft Advertising PPC Data in Analytics
  • Tracking Facebook PPC Data in Analytics

Auto-Tagging

Suppose URL tagging is always set automatically, Google Ads account. You do not have to use manual tagging in this case. 

Manual Tagging

For manual tagging, you need to use Google Analytics URL builder and follow instructions.

Tracking Microsoft Advertising Data in Analytics

  • Microsoft Ad Account
  • Accounts & Billing
  • Choose Account to auto-tag
  • Edit Icon
  • Click add UTM Tags
  • Select to replace all existing or keep tags you have

Go to Google Analytics URL Builder add Bing Ads UTM Parameter.

Tracking Facebook PPC Data Analytics

Use URL Builder

Follow the rules as on the Bing Example above

URL Builder

URL Builder is a tool that creates URL Parameters by Google.

It is go-dev-tools.appspot.com

Tag Manager Conversion
Conversion Tags
Conversion Tag Manager Set up

You can also use the Google Chrome extension to build URL parameters.

UTM Parameters

UTM or URCHIN Tracking module parameters are five variables that track web pages' URL links.

Example

UTM Parameter
UTM

Source Vs. Medium Tracking

Source

A source is the origin of your Data search engine such as Google, Domain name. It shows where they come from.

Example

Google, Facebook, Gmail, Newsletters, Direct, Quora

Medium

A medium is a general category of source metrics. It shows how they come to the website

Example

Organic Search, CMP, Web Referral, email, none

Analytics Channels

Analytics Channels combine the traffics for both source and medium.

Five UTM Parameters

  • Campaign Source
  • Campaign Medium
  • Campaign Name
  • Campaign Term
  • Campaign Content

Campaign Source

Utm_source

It identifies a search engine, newsletter, or other sources such as Google, Bing, Facebook

Campaign Medium

Utm_medium

It identifies a medium such as an email, CPC, Etc.

Campaign Name

Utm_name

It shows the name of your campaign; it differentiates keywords, especial product promotion

Example

Utm_campaign=summer_sale

Campaign Term

Utm_term

It is for paid search; it identifies the keywords of search ads.

Example

Running+shoes

Campaign Content

Utm_content

It is for A/B Testing and content-targeted ads. You can use it to differentiate Ads or links that point to the same URL

Example

Logo_link or Text_link

NOTE

Campaign Source, Medium, and Name are always required on every parameter you create

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