arnold on Oct 29, 2018
One of the most important things that we can do with Google Analytics is to track conversions. A conversion is when someone makes a desired action on your website and you get a data point indicating that the conversion has occurred.
For example, a desired action on an E-commerce website is when a visitor makes a purchase. An e-commerce conversion is usually tracked by implementing code into the thank you page once a purchase has been made. (The only time a thank you page will be shown is when a transaction has been successfully completed so this is why you would track a conversion there. )
If someone clicks on one of your UTM links from a Facebook post and then continues on to your website and makes a purchase then your conversion code gets activated and we can see that our Facebook post led to a sale.
For a blog, a desired action might be for someone to subscribe. A desired action for a law firm is for someone to call into the law firm to discuss their case.
There are hundreds of different conversions and each conversion can be tracked in a unique way. In Google Analytics 4 we set these conversions up as events and conversions.
Let’s set up our first conversion.
Let’s do this for 2 more goals.
1) Set up a goal that tracks when visitors visit 2 or more pages.
2) Set up a destination goal that tracks when someone visits your contact page on your website. Just use www.yourURL.me/contact which you can use to create the goal. (For my students, don’t worry if that page exists, you do not have to create the page on your website for this assignment).
Once you have your goals set up you track how well your digital marketing efforts are going. Did you post on Facebook and get 2% of the people who visited the website to buy your product (A conversion). Did an email lead to 7%? Advertising 10%?
Without setting up conversions the only thing we know is how people are finding us and that we are making sales. With goals set up in analytics we can tell which channel led to how many sales. And as we get more advanced with analytics we can tell exactly how much revenue we generated from each channel.