Implementing conversion tracking code
Precise conversion tracking requires using a tracking tool and implementing the tracking code.
The first step of the tracking code implementation is the definition of Key Performance Indicators (KPIs) and the type of conversion. One must determine what should be counted as a conversion – a completed order process, a contact via a provided form, or a registration for a newsletter or a community. For each type of conversion you need a special tracking code that is generated by your tracking tool. The second step is to implement the tracking code into the webpage.
After determining what makes a conversion, it must be decided where to place the code. The code must be placed on the page that, when shown, determines that a conversion has been successful. For example, when someone completes a purchase of a product, often a page is shown that says something like “Thank you for your order” or “Your order has been received”. This “thank you-page” is shown only when someone has finished the order process, so this is the page on which the tracking code should be placed. Once the page is shown, the tracking code sends information to the tracking tool that a sale has been made.
Implementing individual conversion tracking code
If, for example, you also want all the sign-ups of a newsletter be considered as a conversion, you have to generate a new tracking code and place it into the corresponding source code.
The exact implementation of the tracking code is crucial to precise tracking. After inserting the code you should start a test drive and watch the results in the tracking tool. Proper testing is crucial to determine that tracking tool is, in fact, capturing exactly the information needed for precise measurement of the conversion rate.
