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Google Analytics account. If you're not ready yet, Google will provide you with detailed instructions on how to set up Analytics . What are conversions/goals and what do we want to measure them for? In online marketing, a conversion is an action carried out by a user on a website that the site operator wants to achieve . This must therefore be defined beforehand (hence the term “target project”). It is usually the goal of webmasters to have their users complete these goals as often as possible. When you look at the “classic” conversions, it quickly becomes clear why this is the case.
Subscribe to a newsletter Download a PDF file Completed contact form Special Data Click on an ad Website viewed in detail … Since every website has its own purpose, every website also needs individual goals that underline that purpose. In other words: In principle, it only makes sense to operate a website if the defined conversions are completed. If you have a website with properly designed conversions and still can't find any user-generated conversions , you should question your website's entire strategy . You should note that depending on the type of website, the (relevant) conversions can be very different.
In an online shop, for example, newsletter registrations, but also, above all, sales through e-commerce tracking in Google Analytics are relevant. With an information-oriented website, on the other hand, the most important goal could be that users engage with the website as intensively as possible, i.e. stay there for a long time and perhaps download a PDF white paper. I will return to the examples just mentioned in detail later. What all websites have in common, however, is that conversions should first be defined, set up and measured - also with the ulterior motive of later conversion rate optimization .
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