Why Is Conversion Tracking Important

Conversion tracking is the process of knowing how or if a certain function, step, ad, campaign, or action is performed on your site or landing page. Using conversion tracking, you can precisely know how your visitors are interacting with your site and a specific landing page. Conversion tracking is important because it lets you know how your visitors are reacting to your Ad or a specific desired action on your site or page. Keeping track of conversions allows you to make the necessary changes to make sure that you yield maximum results and that you get the most for the time and money spent.

Conversion tracking can be anything from noticing the number of Signups on your website, newsletter email collection, sale of a product, or an eBook download. As webmasters, we bring visitors to our websites. Getting those visitors costs us time and money both, and then we need to make sure that we make them do certain things when they are on our site or a specific page. For instance, if you are an eCommerce site owner, you would want them to make a purchase. If you run a blog, you would like the visitors to browse through your posts, and maybe you would want them to sign up for your newsletter as well so that you can make sure to keep them visiting your blog as soon as you have new content published.

Conversion tracking, the process:

Now that we have established the need for conversion tracking and its importance, let’s learn how the process of conversion tracking works. If you want to know how an ad is performing for your site, you can visit Google’s AdSense Dashboard or Facebook Ad Manager, and it will show you how your ad is performing? How many people has it reached? How many people saw it, and how many clicked on that ad?

But what happens after those clicks? Once an ad is clicked, the visitor will land on your page, your site. From here onwards, you need to be sure that a specific visitor performs the actions that you desired. Here you can do the conversion tracking. You should utilize the well-known Google Tag or Facebook Pixel to track the user and know when they perform that very specific action you needed them to do. 

This could be a sale, a signup, a download, filling a form, or anything – the possibilities are endless.

The Downside (dark side) of Conversion Tracking:

Although conversion tracking is inevitable and its importance cannot be denied, there is a downside to it as well. That downside comes in the form of excessive tracking. Using excessive tracking can get your site flagged for inappropriate usage and also cause a loss in search engine rankings and eventually get you blacklisted as well.

Although knowing what your visitor is doing when on your site gives you useful metrics, knowing too much, or probing to know too much can be construed as inappropriate as well. Be sure to track only what is necessary and not to track beyond your site.

Also, if you enable too many events on your tag, it will cause a lag and cause an excessive burden on the processing power of your server as well. Make sure to track only what is necessary, and you will be good.

Want to know why your conversion rate is low? Or how conversion rate is calculated?