![]() Here is a screenshot from our Google Analytics showing how our conversions are lumped into 3 buckets: This will make for easier tracking and seeing the big picture. Everything we offer can fit into one of these 3 conversion events. For example, at Vende Digita,l we track 3 conversion events Resource Downloads, Consultation Requests, and Event Registrations. Instead, optimize your conversion tracking by keeping it high-level. When tracking metrics, marketers tend to track every single asset as a conversion event, which can easily be hundreds of pieces of content. Tip 2: Keep your conversion tracking high-level This is why you must look at the big picture and focus on incremental improvement across all of your channels over time. In the chart below, you can see that half of our conversions originated from other channels before they converted. just looking at what channel/tactic produced the actual lead. The key here is looking at the big picture outcomes like ‘did we get more qualified leads when this campaign was running’ vs. Prior to that, they may have seen a social post or heard about your company on a Podcast. Maybe the prospect’s last touch before filling out a demo request form was by conducting a search on Google. Not all of these touches are easy to measure. It is better to focus on outcomes more than channels because effective digital marketing requires multiple touches before a prospect is ready to take the next step. Tip 1: Focus on the outcomes more than the channel
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