In the early days of digital marketing, running ad campaigns on online platforms was much less complex than it is today. This is because various tools have been developed to be more sophisticated in order to achieve business effectiveness, leading to what is called Conversion Tracking. So, what is Conversion Tracking?
In this article, Relevant Audience will introduce you to Conversion Tracking, one of the strategies that makes digital marketing superior to traditional marketing.
What is Conversion Tracking?
Conversion Tracking is the process of tracking and measuring the actions of target audiences that are valuable to businesses (Conversion). It relies on digital tools such as Google Analytics, Google Ads Conversion Tracking, Facebook Pixel, and LinkedIn Insight Tag, etc. This helps marketers understand consumer behavior and improve strategies for greater efficiency, along with reducing errors that may lead to unnecessary additional costs.
How Conversion Tracking Works
After clearly defining Conversion, the operation of Conversion Tracking is divided into 3 main parts:
1. Installation
Installing a code snippet (Program) on the website or application to use in identifying users and tracking user behavior on various pages.
2. Tracking
When a Conversion occurs, the code snippet will record data and send it to the analysis system, which can be either real-time (Real Time) or batch.
3. Processing
The analysis system will process the data received to use in preparing reports, sending back to the advertising campaign tools, and improving advertising content, etc.
Challenges of Conversion Tracking
However, performing Conversion Tracking may result in errors, such as:
1. Using Duplicate Tracking Tools
Using duplicate advertising campaign tracking tools may lead to incorrect data processing and analysis results that do not match reality. For example:
Company A runs an advertising campaign using Microsoft Ads and Email, which uses Microsoft UET to track Conversion on Microsoft Ads and uses GA4 to track Conversion on both Microsoft Ads and Email. As a result, Microsoft UET indicates that all Conversions come from Microsoft Ads, while GA4 may indicate that 70% of Conversions come from Microsoft Ads and 30% come from Email.
2. Incorrect Specification Identification
In some cases where marketers incorrectly identify specifications, the operation of Conversion Tracking will also be flawed. For example, incorrect URL destination tag installation, Conversion definition not aligned with the campaign objective, and others, which leads to inaccurate CPA (Cost Per Action) calculation.
3. Browser Blocked
Using browser tracking tools has several limitations, including ad blockers, cookie restrictions, and user privacy policies. As a result, marketers miss a significant amount of data.
Techniques to Achieve Conversion Tracking
Although Conversion Tracking has some limitations, both in terms of human error and limitations of digital tools, there are 2 techniques that will help marketers achieve Conversion Tracking more effectively:
1. Check Settings and Specifications
Before starting to use any Conversion Tracking tools, the most helpful thing for marketers to reduce errors is to re-check, such as defining the destination URL, inserting user tags, defining Conversion, and others.
2. Use CAPI Instead of Browser Tracking Tools
CAPI or Conversion API is a Conversion tracking tool on the browser from Third-Party, which is a platform-to-platform data transmission. It has the advantage of being less limited and blocked compared to browser tracking tools.
Even though marketers need to adapt and learn new technologies constantly, one of the factors that makes digital marketing superior to traditional marketing is the ability to track results, which helps drive business effectively.
About Relevant Audience
We are Relevant Audience, a Digital Performance Marketing Agency specializing in SEO and one of the Digital Agency providing comprehensive digital marketing services to support businesses in reaching their target audience at the right time, right place, and on the right device.
Our services cover both SEO services, Search Marketing, Social Media Ads, Search Ads to Influencer Marketing, and we are also a SEO Company that is Google Partners. Our team consists of specialists ready to provide consultation and find solutions that meet business needs.
Contact us for more information, consult online marketing
Tel: 02-038-5055
Email: info@relevantaudience.com
Website: www.relevantaudience.com
