Connecting traffic to business results.
WHAT COUNTS AS A CONVERSION
A form submission A purchase A phone call A quote request A newsletter signup A download
Choose what actually matters to your business rather than tracking everything.
SETTING IT UP
Most analytics tools let you define a conversion as reaching a particular page, such as a thank-you page after a form, or as an event when a button is clicked.
For purchases, ecommerce tracking records revenue per transaction.
PHONE CALLS
Harder to attribute. Options include a distinct number for web visitors, or a call tracking service.
At minimum, ask callers how they found you and record it.
WHAT THIS TELLS YOU
Which pages and which queries actually produce business, as opposed to merely producing visits.
Frequently the pages with the most traffic are not the ones producing customers. That changes where you invest effort.
USING IT
Improve the pages that convert. Investigate the pages that attract traffic and convert nobody, since either the traffic or the page is wrong.
