The value of a website is not measured by the volume of traffic it receives, rather it is measured by the volume of conversions it gets. Once you start measuring conversions, you will naturally figure out ways to get more.
A conversion is a measurable activity that has tangible value to your business. Phone calls, quote requests, e-commerce sales are all measurable conversions. Conversion tracking adds decision making value to your reporting and analysis tools. It also provides information to automated ad bidding strategies.
Some conversions are very precisely measured and others are more subjective. For example, on an ecommerce site the total value of a sale can be measured exactly however for a phone call the attributed value is not as accurate and frequent reviews of the call quality and the rate at which you close calls needs to be factored in.
Our goal is to fine-tune these metrics to keep them as accurate as possible. First we only set conversions for activities that truly have a business result. We don’t want to skew the data to make things look better than they truly are.
The Conversion is a metric that you can use to make better decisions. Would you rather spend another $1000 on Facebook or Google Organic? What if you could spend $1000 on your website design to double your conversion rate?
Understanding how a conversion are calculated is critical. What if you find out that your overhead has gone up? Or that your getting a lot of nonsense requests which are not worth anything. We can look into these and isolate the problem. Leads can be discarded as spam. Sometimes submission forms break, sites go down, or competitors play dirty. When we are tracking your conversions, we monitor for issues like this (and many more).