Conversion Tracking - Nothing Matters Unless It Generates Revenue
Imagine that you were offered a billion dollars to guess the top 10 cars in a 500-lap race. If you had plenty of time to a bunch of research on the drivers and their cars then maybe you could form a fairly educated analysis on the most likely winners. But once the race started, there are many variables that could completely change your outlook. Perhaps your 10 cars all get in an accident (don’t worry, nobody gets injured in this scenario). Perhaps the pit crew for one of your cars is just not having a great day. Your research is undoubtedly valuable, but real-time performance is extremely important.
Now imagine that you had the same objective of picking the top 10 cars, but this time, you could change your answer after every lap until the final lap. How would your strategy change? Instead of spending so much time and resources on research, you would instead focus on precisely measuring performance during the race. The cars that consistently paced ahead in laps would stay on your list, the ones lagging behind would fall off. There is always a chance for a variation on that last lap, but you’d feel a lot more confident about winning that billion dollars in this second scenario, wouldn’t you?
In this race car metaphor, a completed lap is like a conversion and the cars are like your ad variables (e.g. keywords, ad copy, geo-location, etc). Tracking conversions within your ad campaign is the most effective way to measure performance. Without knowing what variables are leading to sign-ups or purchases, you aren’t doing much more than playing a guessing game with your money. The goal of the ad campaign is to optimize ad variables based on conversions. Keep and enhance the variables that are working, dump the ones that aren’t. Win the billion dollars.
Our Conversion Tracking Service
Our team works with you to determine what your meaningful conversions are. These could be form submissions, online purchases, phone calls, or other actions. The point is that a conversion relates to a direct revenue opportunity.
Once we know what the conversions are, we’ll set up tracking pixels and connect those pixels to your ad campaigns. Doing so allows you to see exactly what ad variables are driving revenue-generating actions for your business.