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lindagray

Conversions

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The point of all this hard work isn’t to just get clicks.

The real end game is to obtain conversions.

Conversions are the actions that advertisers want users to complete after clicking on an ad, and depend on the type of business being advertised.

Common examples of conversions include:

Purchasing a service.
Signing up for a newsletter.
Placing a phone call.

It’s super important to track conversions in order to know whether a PPC campaign is doing well and how many conversions can be attributed to paid search rather than other marketing channels.

Platforms like Google Ads can track conversions using a snippet of code that is placed into the source code of the conversion page (which is reached after conversion, like a thank you page) to collect conversion data.

Conversion tracking can be a bit tricky, because conversion paths also have a tendency to be more complicated than a simple click on an ad and a direct purchase.

They often include multiple searches and website visits, or can lead to an email, phone call or in-store visit.

Using an analytics service like Google Analytics can help to decide how credit for conversions is assigned in conversion paths.

searchenginejournal.com

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