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Possibly THE most important metric… as it tells us whether or not our digital marketing is actually working!
Now, there are all kinds of conversions. The important thing is that they are relevant and valuable to YOUR organisation, and can be measured! (ideally programmatically so that they can be tracked in reports, attributed back to marketing activity, and used in automated marketing strategies, such as conversion-based ad strategies).
A conversion may be:
- an online sale
- an online enquiry (e.g. through a form)
- a sign-up or subscription (e.g. email subscription)
- a registration or booking
- a phone call
- a file download
You may have multiple conversions, of varying values.
Firstly, you must identify WHAT they are, then HOW you can track them, e.g. using Google Analytics Goals or Events, through Facebook’s Conversion Pixel, a Google Ads conversion etc.
And it is well worth taking the time, energy and money, to set these up to track where you can on your website, as the benefits of knowing EXACTLY what is resulting from your digital marketing is invaluable.
Let me know if you would like to learn more about conversions.