Conversion tracking

A conversion is an action, or group of actions, a visitor or user takes on a website or mobile app. Conversion tracking is the ability to capture and report conversions completed[1].

With reference to display media and search media, conversion tracking is the measurement of media performance with reference to campaign key performance indicators (KPIs).

This process functions via a pixel based tracking system[2] which instantaneously records quantitative actions. Results are cross referenced with the KPIs, or measures of success, to gauge if the media inventory has achieved its targeting parameters.

Common measures of success include:

  • Conversion rate: the ratio of orders to visitors[3]
  • Drop off rate: the ratio of users that started processes but did not finish[4]
  • Click through rate: the ratio of total visitors with exposure to an advertisement, over those visitors whom clicked through to the website[5]
  • Registration rate: the ratio of website visitors who register to visitors leaving the site without registering again
  • Interaction rate: the ratio of users who have been exposed to the ad to those who have interacted

The rise of programmatic buying has allowed faster and more efficient campaign optimization, therefore the examples above are a snapshot of the multitude of conversion metrics that a campaign can achieve.

Measures of success (KPIs) usually differ by the campaign and creative concept.[6]

References
  1. "Conversion Tracking". sproutsocial.com. sproutsocial. Retrieved 19 January 2020.
  2. "What is Pixel tracking definition ?". digitalmarketing-glossary.com. digitalmarketing-glossary. Retrieved 20 September 2015.
  3. "Conversion Rate". marketingterms. marketingterms.com. Retrieved 20 September 2015.
  4. "Difference Between Google Bounce Rate and Drop-offs". rankraiser.com. rankraiser.com. Retrieved 20 September 2015.
  5. "click Through Rate". marketingterms.com. marketingterms.com. Retrieved 20 September 2015.
  6. "Google ads Conversion Tracking Tag – A Complete Guide". theimpulsedigital.com. impulsedigital. Retrieved 20 June 2019.
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