In HubSpot’s research, 69 percent of marketers prioritize “converting leads to customers” over other forms of conversions.
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What is Conversion Tracking?
Conversion Tracking is a form of website traffic analytics that measures the effectiveness of a marketing action including the efficiency of: traffic sources, messages, landing pages you used to reach the results. The effectiveness is expressed as a percentage called the Conversion Rate.
Conversion Rate is calculated as follows:
For instance if 200 visitors clicked on the Banner you placed online to reach your site and 6 placed an order then the conversion rate from this source is 3% [calculated as (6/200) x 100].
Converting visitors to customers is what most of today’s web sites are about.
It often takes many impressions/views to get several clicks. However, clicks are not the last action performed by your visitors. Visitors might purchase some items after several clicks. Advertisers want to know the effectiveness of their campaigns. Conversion tracking answers the question of how many clicks result in an actual purchase, sign-up/registration, lead, viewing of a key page, or some other valuable actions.
Best Conversion Tracking Tools
When it comes to marketing reporting, conversion tracking is one of the essentials your report should cover. Conversion tracking tools are important because they can give you a very good idea of where your traffic is heading and help you make better marketing decisions based on your observations. Whether that involves making your website better so more people convert once they arrive there or improving your ads to drive more traffic to your site, it will all lead to a better conversion rate.
We have selected the best conversion tracking tools that we think are the most useful to any marketer embarking on their conversion tracking journey.
Google Analytics
Google Analytics is probably the first tool that comes to mind when any marketer thinks of analytics. And with good reason, Google is the biggest search engine in the world so measuring and tracking your presence and success on Google is crucial for your business.
Google Analytics allows you to visualize your website traffic data through dashboards and various charts. From page views and bounce rates to session duration and the age and language of your visitors, Google Analytics allows you to track the in-depth details of your website’s data.
Website conversion tracking is one of the many features this tool has to offer. Simply put, Google Analytics tracks page-by-page data and, in a conversion tracking context, it will tell you which pages lead to the most conversions for any given time period.
KissMetrics
KissMetrics is a behavioural analytics solution that assigns unique website visitor IDs and tracks interactions such as clicks, pages visited and conversions. It provides key insights on which areas of marketing are driving your most valuable conversions for your business.
Price: From $299.00 per month
Best for: SaaS and eCommerce businesses.
Webtrends
Webtrends is another analytics tool that provides actionable insights to help increase customer engagement and boost revenue. Driven by data tracking and customer behavior, it revolutionizes the way you interact with your customers by giving you better control in segmenting out audiences.
1stURL.com
1stURL.com is used to monitor, compare and optimize all your marketing links so you can see which ones are garnering the most clicks and conversions. It gathers all this data in a single place so marketers can optimize their campaigns and increase their conversion rate. With 1stURL.com’s advanced tracking and conversion attribution system, you can monitor every click, revenue, and conversion at a glance.
So conversion tracking is one of the many purposes 1stURL.com can be used for. It was specifically created to help users see which traffic sources a business benefits from most, so marketers can focus their efforts on the channels that drive the most traffic and customers to your business to boost conversions.
Rather than being an alternative to tools like Google Analytics, 1stURL.com can complement other tools to get the full picture of how users get to your website and what they do once they get there.
Whatagraph
Whatagraph is a tool that fully automates and simplifies your digital marketing reporting. It is a multi-account, cross-channel solution created for growing digital marketing agencies and in-house marketers. Whatagraph helps you convert your confusing and hard to read marketing numbers into simple, significantly visual and easy-to-read reports.
What makes Whatagraph different from your traditional reporting tools is that it is probably the most visually advanced, automated and user-friendly. It also supports various most popular integrations with a possibility to have integrations added to meet your specific needs. You can group your digital marketing reports by clients or campaigns, assign responsible users to particular marketing campaigns. Whatagraph is a fully White-label solution that allows you to set unique branding for each report.
Whatagraph is designed for modern digital marketing businesses that focus on cross-channel marketing. It is a tool that takes care of the most common issues that come with reporting. Made to save your time it will transform your annoying, confusing and time-consuming reporting process into a fully automated one.
Ahrefs
Ahrefs tracks your PR and link building activities as well as your competitors almost in real-time.
It monitors your niche and notifies you when you or your competitors acquire or lose backlinks.
The content explorer helps you determine which contents in your field have social shares, sizeable numbers of backlinks, and organic traffic.
Also, you can be proactive to see websites that have used your target keywords but never linked to you.
You can trust Ahrefs backlink data because they run the most extensive index of live backlinks.
Also, with advanced reporting, you can dig deeper into the data generated.
Some of the tools you’ll enjoy while using Ahrefs are
- Rank tracker
- Site audit
- SEO toolbar
- Alerts
- Backlink checker
- Website authority checker
- Bing keyword tool
- Keyword generator, and more
Adobe Analytics
Adobe is another analytics solution that you can use to track visitors and conversions happening on your website. Omniture has a flexible UI that allows you to drag and drop data visualisations for effective reporting.
Google AdWords
Another tool from the Google family which can’t be ignored when it comes to conversion tracking is Google AdWords. This is an online advertising tool, which allows marketers to pinpoint audiences through specific keywords and target consumers searching for these keywords.
In Google AdWords, the ranking of an advertisement depends on the bids specified for each keyword, as well as the ad’s quality score – which is determined by its relevance to the user searching for the term.
Once you’ve set up a campaign, in AdWords you can track the conversions driven by your paid ads, whether the aim of your ads is to generate online sales, app downloads or in-app actions etc.
Once you know which ads are working for your business, you can allocate your budget and improve your other ads accordingly. Knowing which keywords lead to the most conversions from a specific audience is also a great insight that you can use to boost your ROI and grow your business.
Importing your Google Analytics goals into AdWords conversion tracking also allows users to access conversions and data related to your AdWords clicks. Needless to say, if you’re running a Google AdWords campaign, then it is a must for your conversion tracking process.
Mixpanel
Mixpanel provides tools for targeted communication with users interacting with a website or mobile app. It defines its mission as “Helping the world learn from its data”. The data collected is then used to build custom reports that show users’ journeys and actions, including conversions.
As opposed to Google Analytics, Mixpanel tracks people rather than pages. With this tool, you can figure out the previous actions any user took before converting. Using Mixpanel alongside Google Analytics will provide useful insights on completely different aspects of your website’s analytics.
Intercom
Intercom is a communication tool which acts as an intermediary between your company and your customers. It’s used to display messages destined for your clients directly on your website or app.
You can share news through pop-ups, create demo videos for users to see when they connect to your app and engage with your audience in a way that feels personal. All these things are made to get your customers to convert more.
Though it is a customer service tool, Intercom also allows you to track customer behavior on your website or application. You can set up the conversions you want tracked – or events, as Intercom calls them. This allows you to send out messages automatically when visitors have completed an action, like when they use a discount code or upgrade their plan.
You can also track actions like the use of a new website feature, so you can see if something new is proving popular and follow up with those who tried it out.
Crazy Egg
Crazy Egg helps businesses get a very detailed picture of what visitors do on their website. The paths they follow, what makes them leave, how they click and scroll through pages, these are all questions Crazy Egg answers.
Its tool can generate heat maps to let you see exactly which parts of a page receive the most attention from visitors – the most viewed, hovered on and clicked parts. Knowing how users interact with your web pages before converting can allow you to improve your website so more users will follow their lead.
Through A/B testing, simple website edition, and numerous kinds of traffic insights, Crazy Egg is a great tool that will help you place key content, the most used CTA, and links in the perfect position so you can make the most out of your website.
DashThis
DashThis is a reporting tool that can be used conjointly with your other conversion tracking tools. It connects with over 30 popular marketing tools and can gather the data from all these platforms into concise dashboards.
When dealing with data from several sources, its reporting software will gather your metrics in a single report. So you don’t have to manually copy-paste conversion results from one source to the other. You can also import data from CSV files if you want to add in your own measurements.
For any marketer looking to start tracking conversions, these eight tools should get you off to a great start. Each and every one of these tools serve different purposes and are bound to help you better orient your marketing strategy so you can make sound decisions based on your conversion tracking data.
Benefits of conversion tracking software
There are some great benefits to looking more closely at conversion tracking, and the tools and software we’ve shortlisted will help you make the most of them.
Here are some key benefits:
Identify your best-performing channels. Track prospects through to the opportunity stage and provide proof on the success of your marketing campaigns by reporting on value rather than vanity metrics.
Track how many touches across the customer journey. Conversion tracking software will help you prove the ROI of your channels, even if your leads only engage with them once or twice, at the start or middle of their buying journey.
Smarter budget allocation. When it comes to managing your budgets, you’ll be able to spend more resources on the channels that have the most impact and reduce spend on those that aren’t providing value in the customer journey.
Choosing the right solution is no simple task, but hopefully, we’ve made the process a little easier for you by shortlisting the best conversion tracking tools for marketers.
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