Sunday, November 27, 2022

What to do when you have a lot of site visits but few sales? (part 2): Conversion tracking

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Having established that the main purpose of a site and the web marketing strategies connected to it is to obtain conversions. All that remains is to understand what conversions are and how they work. A conversion is nothing more than an action by the website visitor. This conversion can result in an information request, subscription to a service or a direct purchase. Conversion answers the question what exactly do you want the user to get. What do you want them to do once they get to the site . We talk about conversions both as an adwords tool and as an analytics tool.

In the case of adwords, in a nutshell, Conversion monitoring allows us to know precisely how many users, after clicking on the advertisement, have carried out the desired action on the site. But it also allows us to know the average cost incurred for each conversion. Calculate the ROI and on the basis of this evaluate the adequacy or otherwise of the actions taken .

In analytics we speak instead of conversion or goal, identifying with this term the achievement of a previously set goal. These can be of 3 types: destination url, time on the site and finally number of pages per visit.

In analytics we speak instead of conversion or goal, identifying with this term the achievement of a previously set goal. These can be of 3 types: destination url, time on the site and finally the number of pages per visit. The effectiveness of the web-marketing activities undertaken will be measured on the basis of the achievement or not of these objectives.

Monitoring works thanks to cookies placed on users’ computers or smartphones, which are activated when the ad is clicked. When the user clicks, the cookie connects to the web page to be monitored and the adwords panel counts the conversion.

These cookies have a monthly duration, to better protect people’s privacy. Furthermore, the monitored pages must contain a specific message from Google indicating that user actions are subject to this type of control. It is a snippet code that displays a google site stats image within the page that is displayed by the user after the conversion has occurred.

Google has made available to users an interesting and detailed video. That explains how to activate conversion tracking step by step.

Then, if you want the adwords conversion tracking tool with a google analytics account, these are the steps to take:

  1. Log in to your Google Analytics account
  2. Click Administration in the upper right corner of the screen.
  3. The account from which you want to send the goals to AdWords.
  4. Then the Account Settings tab
  5. In Data sharing settings select the option “Only with other Google products” and “Share my Google Analytics data …” and give the ok.
  6. Wait about 48 for the imports to be ready. Log into your account, click on the Tools and Analysis tab and select Conversions. You will see a message informing you that the objectives have been imported.
  7. (It is also possible to select only some of the objectives and import them into analytics)

If, on the other hand, you want to link the analytics objectives to the adwords campaigns, here’s what to do:

  1. Log in to your adwords account and open the conversions page. Immediately a message appears indicating the possibility of linking analytics and adwords objectives.
  2. In the monitoring table click on the Import from google analytics item and select the objectives (also in this case it is possible to select only some of the objectives and import them) and click on the import item
  3. The import is complete

The data will be linked within two days. And will be displayed both on the analytics conversions page and in the adwords reports. Obviously, the data recorded from the date of connection of the two accounts. It will be present, the previous data will not be available.

As already mentioned in the previous article , checking the statistics and monitoring conversions is one of the indispensable methods to verify the effective effectiveness of keywords and identify the most profitable ones so as to avoid having many visits but zero revenue.

See also What to do when a site has many visits but few 1st part sales

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