Everything You Need to Know About Pay-Per-Click Conversion Tracking
So you’ve decided to harness the power of the Internet and create a pay-per-click campaign. Congratulations! Now comes the tricky part—how can you tell if the campaign is effective or not? That’s where conversion tracking comes in.
You’ve probably got a system already in place to track sales conversions, but conversion tracking covers more than just the sales. It lets you see all the points in your conversion funnel, so you can see how your prospects behave at each point in the conversion funnel.
Conversion tracking helps you:
- see which keywords and ad groups in your pay-per-click campaign are the most effective
- uncover new keywords and demographics to increase the effectiveness of your pay-per-click campaign
- locate the leaks, the points in your pay-per-click conversion funnel where visitors are most likely to leave
Setting up conversion tracking is easy. With most pay-per-click campaigns, you create a conversion tracker by setting up the conversion’s attributes. Usually the attributes are window, count, value and category.
The conversion window measures how long a prospect takes to reach the goal. Not every prospect reaches the conversion goal when they first click on your link. Quite a few prospects may visit your site multiple times over multiple days, weighing the variables and trying to make up their minds about whether to accept your offer. The conversion window tracks how long this prospect takes, whether it’s three hours or 30 days.
The conversion count decides which pay-per-click conversions will matter. You can track every conversion from every click, which is useful if you’re concerned about sales volume. Alternately, you could only count one conversion per click, which is useful if you’re more interested in the type of lead generated.
Conversion values might be the most helpful attribute. You can determine what the monetary value of a conversion is and create different types of conversion values. For instance, if your pay-per-click campaign directs people to the same thank-you page regardless of whether they subscribe to your mailing list or buy an online product, you can select what the values are.
Finally, conversion category covers what kind of conversion this is. Is the conversion a lead? Is it a sale? This may seem like elementary information, but if you’re tracking multiple conversions you’ll want to keep them all straight.
Once you have this information set up, the tracking service will usually give you a small piece of code to insert into your dedicated thank-you page. This will allow the analytics service you are using to track where prospects came from before reaching the conversion goal.
The final step is to wait for data to accumulate. You should start seeing results after a day or two, but you’ll want to wait at least a couple weeks before trying to identify trends. When you finally start looking at the data, you’ll be able to see which conversion goals were the most popular, how long prospects took before converting and which of your ads drew the most visitors. You can use this to alter your pay-per-click campaign. Focus on the ads that are working, and get rid of the underperforming ones. Good luck and happy converting!