If you aren’t doing it, you should pause all of your marketing efforts!
I know it’s a bold statement, but I mean it more than you might think. If you aren’t tracking your marketing down to the conversions, you should truly consider stopping…(at least until you set up the tracking)
The goal of every marketing campaign is to get your targeted audience to take a specific action. Whether that is getting them to make a purchase, request your services through a form, give you a call or sign up for your monthly newsletter.
Doesn’t it make sense to know where these conversions are coming from?
I know, I know… you ask all of your clients where they found you so you don’t need to know about this. I’ve heard this many times, and quite frankly, I don’t fall for it.
Even if they heard about you from a friend, by the time they got home, they forgot your name so guess what… they did a Google search. They then called the first company that popped up which sounded familiar and then you got the call. In fact, the original company that was recommended wasn’t even you. This is just one scenario of thousands which could happen.
We have to know where our revenue is coming from, and it’s deeper than simply knowing the channel: Adwords, Facebook, or Organic. I want to know what landing page caused the conversion, which ad they saw, what search term they were looking for and what keyword triggered the ad!
I want to know EVERY detail of what caused that lead so that I can do 2 things:
- STOP WASTING MONEY ON THINGS THAT AREN’T DRIVING REVENUE
- ADD MONEY TO WHAT IS!!!
If you aren’t tracking, then how are you making business decisions? How do you determine where to put your budget? How do you optimize your social media or adwords campaigns?
Hopefully by now, I’ve convinced you of the power/importance of tracking, so let’s dig deeper!
Marketing Conversion vs. Sales Conversion
When looking at your sales funnel, it’s important to understand what we’re talking about when we say “conversions,” and distinguishing between the different types.
Most business people refer to conversions as paying clients or whatever action was done based on the end goal of the funnel. This is 100% accurate, and the most important piece when talking about marketing or sales.
However, in Marketing we refer to a conversion (typically) as a lead for a lead gen client (plumber, roofer, lawyer, etc.) or a sale when referring to e-commerce.
The point at which a recipient of a marketing message performs a desired action. In other words, conversion is simply getting someone to respond to your call-to-action.
Make sure that you and your team or your marketing agency are talking about the same thing.
There are 3 primary types of tracking
1. Webform Submissions
Tracking web form submissions is typically the easiest form of tracking. Most companies & agencies at a bare minimum are at least tracking form submissions.
If you need some help setting this up, check out this article from Google.
2. Online Sales w/ Revenue
With e-commerce, tracking is fairly simple and straightforward. I love tracking for sales because it knocks out a large portion of the sales funnel. You aren’t bringing in a lead and wondering if a salesperson closed it.
Not only can you track the amount of conversions, you can even set it up to track the dollar amount which is IDEAL!
Setting this up will be based on your shopping cart, but here is a good article from Google to help out if you need it.
If you are using Shopify, you can skip over to this article.
3. Call Tracking
Call tracking is the one that I’ve seen a lot of businesses and even agencies skip out on, and they are certainly missing out on some great data.
There are several different call tracking solutions, but my favorite is Callrail. I’ve been using it a long time. They have great pricing (starting around $30), wonderful customer service and an overall great product.
Side Note: If you’re an agency, ask for Monica! She is amazing as your business rep.
If you are using call tracking for off-line channels such as a magazine write-up or billboard, then you will simply create a new number through the tracking system and that number will automatically forward to your business number. This gives a seamless experience to both the business and the end user while giving you the data from where the call came from.
For Adwords & Facebook on online tracking, call tracking is fairly simple.
You will need to install a plug-in on your website. Once this is done, when people click your ad through Google Adwords, it will dynamically change the number so it can be tracked. Again, that number will forward directly to your main line without the end user even realizing it.
Again, highly recommend Callrail. 🙂
When it comes to your sales funnel, understanding where your conversions are coming from is incredibly important and the only way you can truly optimize any level of your funnel from the landing page to Adwords to your Social campaign.
If you are not tracking properly, please find someone who can help you or even drop us a note and we will help push you along.
If you’re an agency that isn’t utilizing the full extent of tracking for your clients, you’re really missing out on a lot of value.
Be sure to leave us your feedback below and include your favorite tracking tools or even a marketing funnel you are having difficulty tracking.