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Posted On: 23rd March 2022

How to Track Website Conversions

Website conversions matter. Whether you operate an e-commerce business or a service-based company, it’s not how many visitors your site has that counts, but how many of those visitors convert.

Conversions can include purchases, newsletter sign-ups or app downloads. But how do you track these website conversions? Is there a go-to method that most marketers use? As it happens, there is.

Using Google Analytics

Though other conversion rate-tracking tools do exist, Google Analytics is by far and away the most widely used. According to a study by Ruler Analytics, it’s the default choice for 90% of digital marketing professionals.

So, how do you use it – and what can it do? To begin with, you’ll need to add a conversion tracking code (or ‘tag’) to your website. Once that’s in there, log into your Google Analytics dashboard.

You should see a cog icon in the bottom left corner of your screen. Click on that, then hit ‘Goals.’

The next screen you see will be the conversion tracking section. From here, you’ll be able to set up tracking for different types of conversions. This data will give you valuable insight into how your site is performing.

Besides tracking purchases, you’ll be able to monitor…

  • When products are added to customers’ carts
  • When customers begin the checkout process
  • When they subscribe to a service or a mailing list.

What about service-based businesses?

Don’t worry, Google Analytics isn’t just aimed at e-commerce sites. If you operate a service-based business and don’t sell physical products, the conversion rate tracking tool still has you covered.

You’ll be able to track an array of metrics which could help you target potential customers who are on the edge of converting. These include:

  • Contact form submissions
  • Requests to book appointments
  • Sign-ups
  • Quote requests
  • When people look for directions to reach you

The possibilities don’t end there, either: you can even track when your site’s users watch a video or call your office phone number.

You’ll be able to track as many of these metrics as you like, although it’s best to take it slow to begin with to avoid experiencing a total information overload! Pick the metrics that are most important for your business.