Measuring Results: Conversion Tracking / Reporting

Conversion Tracking

Measuring results is key to success in Digital Marketing – Conversion Tracking / Optimisation is therefore very important

Review – Test – Refine

There are a number of tools available to help with Key Performance Indicator (KPI) measurement. Google Tag Manager and Google Analytics being the most widely used

• Key Performance Indicators (KPI’s) are how website owners determine whether the site and marketing is performing
• Conversion Tracking is used to measure KPI’s
• Google Tag Manager enables event tracking to be set up without adding lots of code to the website, that could adversely effect the site performance
• Google Analytics (GA4) provides website performance data, including event tracking, to enable website owners / marketing agencies to make informed decisions based on data

Clear concise reporting provides useful information, in a format that enables decision making

Providing reams of data with meaningless text and graphs can be confusing and result in clients not viewing them, defeating the purpose

• Google Analytics (GA4) has some reporting facilities
• Google Ads / Microsoft Ads have some reporting facilities

For consolidating data from different sources, providing visually informative reporting, including dashboards, tools such as Looker Data Studio are very useful