PPC / Google Ads
Mar 25, 2022

What is conversion tracking?

Conversion tracking, UTM tracking, website cookies. They’re all terms you might have heard of. But what do they mean?

It can be easy to get lost amongst the various terms used to describe different ways to track how well your ads are doing at generating customers. Here, our paid advertising team have put together a quick guide on what conversion tracking is and why it’s important for your business.

Why is conversion tracking important?

Conversion tracking is the process of monitoring the number of conversions completed on your website. It’s part of website tracking and tells you valuable information like how many visits your website pages have had, purchase behaviours, call to action button clicks and enquiries.

Budget planning: Conversion tracking allows you to monitor which elements of your campaign are performing the best so that you can spend your budget more efficiently.

Remarketing audiences: Conversion tracking allows you to monitor which ads have performed best in terms of clicks and interactions. Using this information is important for setting up remarketing campaigns where you can target potential customers based on purchase behaviours, you can also cross-sell and upsell.

Website insights: Identify which parts of your website have low conversion rates and use this data to inform decisions about how to improve your website. By doing this, you also have the leverage to optimise your website to improve the user experience based on your insights.

Performance: With conversion tracking, you can focus your campaigns on specific conversion goals and direct your audience towards these goals. Conversion tracking also allows advertisers to have a better understanding of a campaign’s performance so that it can be optimised to drive the most conversions.

Types of conversion tracking

Pixel codes: Pixel codes are small snippets of code that are embedded in the source code of a website. Pixels allow advertisers to monitor activities that a user performs once they have clicked on an ad. For example, monitoring which pages they browse.

Custom tags: These are tags that are used as signposts to describe an element on the website and all of its attributes. Triggers can be set up that cause your tag to fire when certain events occur, and create variables that can be used to simplify and automate your tag configurations.

Cookies: This is a piece of code placed on your browser used by websites to track users and collect information about a user’s browsing habits, geographic location, device model and what pages they visit. This information can be used for remarketing to present users with targeted advertising or to improve the user experience. Unlike pixel codes, Cookies can’t follow users across multiple devices, and users have the ability to block and clear cookies. 

Do you need help implementing conversion tracking or launching a pay-per-click campaign? Get in touch with Bigg today.

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