- What happenes after visitors go to your site?
- How did they find you?
- What actions were taken prior to the end user filling out your form, calling, creating a purchase, watching a video,
- What you would consider a "Conversion"?
Marketing trajectories, are incomplete if they do not take into account conversion tracking. The "Shotgun" method, in which mass marketing campaigns lead to blind conversions, is not for everyone, especially those who work within a budget.
Lets say you have an E-commerce website, in which you disperse a budget of 25k a month towards varied channels
- YouTube Marketing (5k)
- Google Product Listing Ads (5k)
- Facebook Advertising (5k)
- Instagram Advertising (2500)
- Pinterest Marketing (2500)
- Google/Bing Contextual Advertising (5k)
With conversion Tracking set up properly, you can disperse allocated funds towards the channels are leading to conversions.
Say Google Product lists ads are not rendering the desired results, but Bing Shopping is demonstrating very little competition, conversion tracking separates the data into relevant information that can help with diversifying into alternative channels.