Understanding Google Conversions Concepts

Conversion tracking can be very valuable, but requires planning to execute properly. To properly set it up, you need to define specifically what constitutes a “conversion” meaning what action would a website visitor have to have taken that would indicate that they took a concrete step in the buying process.

google analytics goal conversionConsidering a general “brochure” or non-ecommerce website, here are examples of a customer that converts:

Submits a Contact or Quote Request form
Submits an Appointment or Reservation Form
Visits a Specific page
Signs up for Newsletter

What is key is that for each of these “actions” there must be a unique URL, a Thank You page, for each, where we can place “conversion code”, or at least define that URL as only being visited upon a successful conversion. This means that if that code is loaded, that specific conversion just happened, and can be tracked.

There are 2 ways that this can be setup:

  1. Goal Conversion in Google Analytics
    Once we define the steps that would have to happen for the conversion to have taken place, we define each URL that would apply as a “funnel” in Google analytics. As long as the regular analytics code is on all pages of the website, you don’t need extra coding, you just need to be sure that you have unique URLs for each step in the process.
  2. Adwords Conversion
    To set this up, we’d install google conversion code from adwords on each of the “thank you” pages for each action. Then in adwords, we can see which keywords are converting.

The first step is to clear any roadblocks, like making thank you pages, and define specific URLs that constitute a conversion funnel, or path a visitor takes through a website on the way to being a successful conversion.

This Weeks Mobile round up

As always, brought to you by our friends at Mutual Mobile

Bold predictions ran amok in this week’s mobile headlines: from brain-computer interfaces, to Google Glass being chastised for “dorkiness”, to Blackberry’s CEO claiming the death of the tablet (for the record, we think he’s wrong).

News and Insights

Guys Like This Could Kill Google Glass – WIRED, Will Glass’ inherent dorkiness kill the concept before it gets off the ground?

Brain Computer Interfaces Inch Closer to Mainstream – New York Times, Soon, we might interact with our devices simply by using our minds.

Apple’s iOS 7 Team in Deadline Crunch Mode, Adding Engineers – All Things D, iOS 7 is scheduled to ship on time for WWDC, with massive UI updates.

Web Apps vs. Native Apps Is Still a Thing – Daring Fireball, John Gruber discusses the pros and cons of each app type.

Top Challenges for Brands in Mobile – Digiday, What mobile challenges are brands like Unilever, Mastercard, and others facing?

Mobile Games Are Leaping Into the Real World – WIRED, Mobile games are starting to incorporate aspects of the real world into their virtual one.

What Walmart Likes in Mobile – Digiday, Four mobile technologies the world’s largest retailer has set its sights on.

Bank of America: Mobile Payments Need to Create Value before Coming to Market – Mobile Marketer, “Customers are adopting mobile banking at a faster pace than other channels.”

Car Tech: Users Aren’t the Problem – The Push, When it comes to cars, mobile technology should simplify, not complicate.

Research

Sorry, Blackberry: Tablets Won’t Be Dead in 5 Years – Forrester, Blackberry CEO Thorsten Hein’s claim is bold, but not accurate.

By 2017, Half of Employees Will Be Required to Supply Device for Work – Gartner, The firm predicts a significant decline in BYOD programs.

Schools are Starting to Spend Big on iPads and Other Tablets – TabTimes, K- 12 tablet sales are expected to to reach close to 7 million in 2013.

Forrester: 75% of Consumers Access Smartphones In-Store – Mobile Marketer, Analyst Julie Ask on key differences between smartphone, tablet use in retail.

Microsoft a Top 5 Tablet Vendor … With 1.8% Market Share – All Things D, Apple is still the clear global leader in the tablet market.

Tablets Will Outsell Laptops 6 to 1 by 2017 – VentureBeat, NPD: Tablet shipments will reach a massive 579.4 million in 2017.