What is the ideal conversion tracking setup?
In B2B marketing, tracking conversions is key. A good setup helps agencies follow, study, and improve each step of the customer journey. Hereโs a look at the best conversion tracking setup for both sales leads and product leads.
This is a guide on how to train Google's AI to help you get more pipeline and revenue:
๐ ๐ญ/ ๐ ๐ฎ๐ฝ ๐ผ๐๐ ๐๐ผ๐๐ฟ ๐ฐ๐ผ๐ป๐๐ฒ๐ฟ๐๐ถ๐ผ๐ป ๐ณ๐๐ป๐ป๐ฒ๐น.
- What are all the steps in your conversion funnel?
- Each step is a potential signal to feedback to Google.
- This is key to having enough conversion events.
- Ideally 15+ conversions per campaign/month.
- If you just have SQLs might not cut it.
โ๏ธ ๐ฎ/ ๐๐ฟ๐ฒ๐ฎ๐๐ฒ ๐ฐ๐ผ๐ป๐๐ฒ๐ฟ๐๐ถ๐ผ๐ป ๐ฎ๐ฐ๐๐ถ๐ผ๐ป๐ ๐ณ๐ผ๐ฟ ๐ฒ๐ฎ๐ฐ๐ต ๐๐๐ฒ๐ฝ
- Build each step into it's own conversion action.
- Each step will be a primary event eligible for bidding.
- This will be a mix of online and offline events.
- (Example below for SLG & PLG).
๐ ๐ฏ/ ๐๐๐๐ถ๐ด๐ป ๐๐ฎ๐น๐๐ฒ๐ ๐ถ๐ป ๐ฎ๐๐ฐ๐ฒ๐ป๐ฑ๐ถ๐ป๐ด ๐ผ๐ฟ๐ฑ๐ฒ๐ฟ
- More so than the value the priority matters most.
- Don't set a value of $3 for a lead and $2 for an SQL.
- You're telling Google leads are more important.
- You could get fancy here with dynamic values.
- Doesn't really matter to get started.
๐งช ๐ฐ/ ๐ง๐ฒ๐๐ ๐๐ฎ๐น๐๐ฒ ๐ฏ๐ฎ๐๐ฒ๐ฑ ๐ฏ๐ถ๐ฑ๐ฑ๐ถ๐ป๐ด
- Assign your new conversion actions to a campaign.
- You can test this in a new campaign or existing one.
- If existing, test it as a campaign experiment first.
- Try max conversion value or target ROAS.
- Review pipeline impact in 90-days ๐ค๐ป
Best Practices for Conversion Tracking
- Unified Data Sources: Make sure all tracking tools are connected for a full view of the customer journey.
- Consistent UTM Parameters: Use UTM parameters to track how different marketing campaigns work.
- Regular Checks: Review and improve tracking setups regularly to keep up with business goals and market changes.
- Data Privacy Compliance: Follow data privacy rules (e.g., GDPR, CCPA) to keep customer trust and avoid legal issues.
By setting up a strong conversion tracking system for both sales and product leads, B2B agencies can gain useful insights, improve marketing strategies, and drive growth.
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