Conversions are one of the most valuable metrics when managing a pay per click (PPC) campaign. Other metrics like cost per click (CPC), or cost per impression (CPM), can indicate how well your campaign is performing overall, but conversion tracking tells you the true value it’s creating for your brand. 

So what are conversions anyway?

A conversion is a user action leading to or indicating a sale. The most commonly tracked conversions are sales themselves. This might give the impression conversion tracking is only for ecommerce businesses, but that’s not the case.

While sales are the easiest conversions to track, they’re not the only ones available. Google Ads for example allows you to track site duration, calls, page visits, form submissions, and more as conversions. Tracking this kind of data shows which ads are producing revenue. You also use conversions to measure results when making changes to your campaign.

Contact conversions are particularly useful for any business with an online presence, showing how much you’re paying for every new prospect who reaches out to you. They track contact form submissions, phone calls made directly from ads, or mobile users clicking on your phone number. Both Google and Facebook allow you to easily assign and view these conversions.

Utilizing and understanding conversion tracking is key to measuring ad performance, tracking return on investment, and ultimately boosting revenue. A wide range of conversions are available, each with specific benefits. Our online experts can help you identify and set up the conversions most valuable to your business. Get started today!