Digital Advertising

4 Reasons Why Ecommerce Sites Need Conversion Tracking

Photo of Jasmine LeBlanc Jasmine LeBlanc - March 8, 2019

Creating an ad campaign requires a lot of time and effort, so don’t let all of that lose meaning by not tracking your conversions! By installing conversion tracking on your ecommerce site, you can see exactly how much revenue your ad campaign generates.

Additionally, you can optimize your campaign based on the data your conversion tracking provides you. You can use that information to optimize your current or future ad campaigns so that you can drive even more conversions for your business.

We can’t stress the importance of conversion tracking enough, so we decided to cover four reasons why conversion tracking is essential for ecommerce sites, specifically through Google Ads and Google Analytics.

Why Ecommerce Sites Need Conversion Tracking

Here are just a few reasons as to why tracking is so important for your ecommerce business.

1. Tracking Your Channels

Conversion tracking allows you to see what channels are driving the most sales on your ecommerce site. This is essential information because by reviewing this data you will be able to focus on the channels that are bringing in the most revenue for your business.

Below is an example of how detailed conversion tracking be. Wouldn’t it be convenient to see a table like this when deciding which marketing channels to advertise on?

Google Analytics IIAB exampleBeing able to target specific channels that are driving sales is a great reason to use conversion tracking on your ecommerce site.

2. Monitor User Experience

Another reason to use conversion tracking is to monitor your user experience on your site. For example, you will be able to compare your mobile conversion rate to your desktop conversion rate. These metrics can provide insight into how the user experience is on each platform.

You may discover that one platform is driving more conversions than the other. Without conversion tracking, you couldn’t tell which platform you needed to optimize, which is very valuable information for your business.

3. Determine the Best Keywords

Not only is it important to know what keywords bring traffic to your website organically, but you want to know which ones result in conversions. Through Google Analytics, you can create a custom report that specifically tracks your best-performing keywords.

This data comes in handy when you are optimizing your ads since you'll know which keywords work, and more importantly, which ones do not.

4. Create Custom Audiences

On Google Ads, you can use Customer Match to create lists of customers who have already converted on your website. This is useful because you can either nurture your customers by showing them specific ads or exclude them from seeing you ads that promote a product or service they already converted on.

By ensuring you are showing relevant ads to your customers, you are not only providing a better experience for them but you won't be wasting your ad budget on people who won't convert.

 

Those are just a few of the reasons why conversion tracking is essential for ecommerce websites. Without it, you will never truly be able to measure the success of your online marketing efforts. If you'd like help managing your Google Ads account, then set up a time for us to talk and see how we can help you meet your goals!