Definition
A conversion is an action that has value for the company: a form sent, a meeting booked, a purchase, a call. Conversion tracking ties each of these actions to the campaign, keyword or ad that brought it, through the platforms' tags (Google, Meta, LinkedIn) or a server-side send.
In Europe, advertising trackers require the visitor's consent; enquiries that later become sales can be sent back from the CRM to the ad platforms, so that campaigns are judged on clients and not only on forms.
Value for a business owner
Without reliable tracking, the budget is split by guesswork. With it, every euro relates to enquiries and sales, and the platforms' automated bidding optimises for what really matters to the company.
At Stratedge Consulting
We set up clean conversion tracking, from click to revenue, connected to the CRM, and make it visible in the cockpit. See the Online advertising page.
Common mistakes
Counting a page view or a button click as a conversion. The platform then optimises for gestures with no value.
Letting two tags count the same enquiry. The figures double, the cost per enquiry looks low, and decisions are made on an illusion.