In the context of digital marketing, a conversion is an action that a website visitor takes that is important to the business. This could be a purchase, a newsletter sign-up, a form submission, or any other action that the company wants to track. Tracking conversions is important because it allows businesses to see which marketing efforts are driving the most valuable actions on their website and make data-driven decisions about allocating resources to optimize their digital marketing strategy.
Google Analytics (GA) is a popular web analytics service that can be used to track conversions on a website. To track conversions in GA, you will first need to set up a GA account and add the GA tracking code to your website. Once you have done this, you can track conversions by setting up goals in GA.
A goal in GA represents a specific conversation that you want to track on your website. For example, if you want to track purchases, you would create a goal called "Purchase" and specify the specific URL or web page that visitors will see when they complete a purchase (such as a "Thank you" page). Once you have set up a goal, GA will track how many visitors complete that goal, as well as other data such as the number of goal completions per visitor, the time it takes for a visitor to complete a goal, and the conversion rate (the percentage of visitors who complete a goal).
In addition to setting up goals, GA provides other features to track conversions such as Event tracking, E-commerce tracking, Enhanced e-commerce tracking, tracking conversion with the help of Google Tag Manager (GTM), and other more advanced tracking solutions.
It's important to note that setting up conversion tracking in GA is more of a technical process and involves setting up the codes on the website and setting up the goal in GA. Hence, it's essential to have someone who is familiar with GA and website development to help you set it up.