How successful was the campaign for My Company? Did the campaign generate many new leads or even purchases? Why didn't the campaign generate more conversions? These are all questions we hear in our day-to-day jobs. And the great thing about online marketing is that we can (usually) provide an answer to them. This is thanks to countless data collected during the campaign phase and setting up conversion tracking before launching the ad campaign.
from Olivia Traber
What does conversion tracking mean?
By setting up conversion tracking, we can measure actions of users on the website. For example, we can measure how many users have clicked on a certain button, how many users have bought product A and so on. Typical actions or conversions that can be set up are:
- Bookings / Purchases
- Download a brochure
- Sending a contact form
- Abspielen eines Videos
- Anrufe
- etc.
Measure store visits using GPS tracking
After deciding which conversions make sense for your company and setting them up via Google Tag Manager, the advertising campaign starts. It is now possible to see exactly how many conversions were achieved per campaign. From a certain search volume via Google Ads, Google even sets up specially hosted conversions. This is especially exciting for companies that not only sell products/services online, but also have a "retail store" on the side (e.g. hotel, store, amusement park, museum, etc.). This can best be explained with an example.
We create a search campaign for a retail store Y, which sells coffee machines, on the topic of buying a coffee machine. A user comes to the website via a search ad, but does not book immediately because he compares other coffee machine manufacturers and discusses his favorites with his wife in the evening after work. The next day, the two decide to buy a coffee machine from the local store Y. The purchase therefore takes place offline. So the purchase takes place offline, but the initial contact is made online. Nevertheless, it can be seen that the Google Ads ad contributed to this. A store visit is registered in Google Ads.
Why conversions are sometimes rare
The sales funnel plays an important role in campaign planning. The further down the funnel your customer is, the higher the probability of a conversion or purchase/lead. If you start a campaign at the top of the sales funnel, it is possible that your Google Ads campaign will end without any conversions. This often happens with display campaigns that use images and videos to inspire potential customers. A user shows interest and a little later comes back to the website via another channel and perhaps books. Thus, the conversion is assigned to the organic channel, for example.
Use offline marketing measures correctly
When it comes to how effective offline advertising measures such as brochures or advertisements are, it is often said that you can't really quantify the value in terms of actual products sold. So it is usually the marketing department that has to accept budget cuts. This statement may have been true in the past, but with the help of the online marketing world, many things can now be measured to a certain extent. For example, it is advisable to equip your brochure with a QR code. The best way to adapt the URL behind the QR code is to use a UTM parameter tool . This way you can easily find and analyze the data in Google Analytics later - and thus measure the success of your offline campaigns.
Do you have questions about a topic or would you like to know how you can better implement certain above-mentioned points on your website? We will be happy to help you.