What is a conversion?
A conversion is any meaningful action completed by a visitor on your website. This can range from making a purchase, subscribing to an email list or newsletter, downloading a whitepaper, or even viewing an important page on you site.
Conversion rate is the percentage of total visitors that convert.
Conversion rate optimization (CRO) is the process of taking action to improve your conversion rate. There are several factors you can tweak to improve your conversion rate such as making changes to your keywords, landing pages, or ads. It’s important to think of your keywords, ads, and landing pages as a as a tight knit team that works together to achieve success; The more relevant these elements are to each other the more likely a lead will convert.
Conversion tracking is the process of monitoring the number of conversions completed on your website as well as other relevant data, such as type of conversion and keywords used by search engine visitors. Implementing conversion tracking is EXTREMELY important because it will provide you with insightful data to evaluate how your accounts are performing and assist you in making necessary changes to help optimize your performance, in turn improving your outcomes and reducing your spend. In tracking conversions, it is critical to ensure you are only tracking completed actions. Therefore, the code must be implemented on the page that appears after the desired action occurs. For example, companies tracking e-commerce transactions place the code on the order confirmation page that appears once a purchase has been completed.
Setting up Conversion Tracking in WordStream:
WordStream tracking codes are brought directly from Google AdWords, which makes it extremely easy to set up conversion tracking codes directly in the software without having to navigate back to the AdWords interface.
To create a new tracking code in WordStream follow the below steps:
- Navigate over to your “Manage PPC” tab at the top of your browser and choose Search Network.
- Go to the “Show Me More” tab in the dark grey toolbar, under the Smart Tools bar, and using the arrow scroll down to select “Conversion Tracking”.
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- To create a new code, select the green “Create New Conversion” Button. NOTE: Your conversion codes will be displayed on the left hand side of the screen, and these are all the different codes you’ve generated for various conversions on your website.
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- To create a new conversion you will need to name the conversion for example if you’re tracking blog subscriptions name the conversion “Blog Subscriptions.” Then set the tracking purpose from the dropdown.
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- Select “Update Code” to generate the HTML code that you can copy and paste to the relevant page you want to track. This code will need to be placed between the <body><body> tags of the code on the page the user lands on immediately after completing the conversion i.e. the thank you or confirmation page. NOTE: If not familiar with coding you can send the generated code to whomever is responsible for this function within your company with the above directions, making sure to specify the thank you or confirmation page you are tracking.
If you need any help understanding conversion tracking in WordStream, please do not hesitate to reach out to your dedicated Customer Success Representative, or utilize our Chat Now feature.