Conversions are an important analytics metric for any business website, as they are a way to track how many leads your website is bringing to your business. Some common conversions, or “goal completions”, are click-to-calls, contact forms, newsletter sign ups, thank you pages, and more. With this being said, you can create a goal for pretty much any action on your website that you want to track. In this article, we’ll go over the basics of goals and how you can set up conversion tracking on your website using Google Analytics & Google Tag Manager!
What Is A Website Conversion?
A website conversion is when a user completes a desired action on your website like, for example, clicking a certain button, a contact form submission, a newsletter sign up, submitting an order, or a myriad of other things. These conversions can be tracked using Google Analytics and used as a metric to see how well your website is performing.
Set Up Conversion Tracking
In order to set up conversion tracking on your website, you’ll need administrative access to your website’s Google Analytics account and Google Tag Manager account. In this article, we’ll assume that you already have these accounts up and running. If you don’t currently have these tools set up on your website, you can use Google’s guides for installing Google Analytics and Google Tag Manager.
Google Analytics
The first in setting up conversion tracking on your website is to login to Google Analytics. Once logged in, go under the “Admin” tab on the left side of your screen. Next, click “Goals”, which you’ll see on the right side of your screen under the “View” column. Now click the red “New Goal” button, then select “Custom” underneath “Goal Setup”. Click “Continue”, then name your goal something relevant to the conversion that you want to track. In this article, we’ll set up a click-to-call goal as an example. Next, under “Type”, select “Event”. Now, under the “Goal details” section, type in “button” in the Category section, “click” in the Action section, and “call” in the Label section. This section can be tricky because you’ll need these 3 words again in Google Tag Manager, so make sure that there are no spelling errors and you’ve typed them in all lowercase characters. For a visual example of how this should look, see the image below.
Finally, click “Save” at the bottom of your screen, then login to Google Tag Manager.
Google Tag Manager
Once logged into Google Tag Manager, click on the “Tags” tab on the left side of your screen. Next, click “New” near the top right side of your screen. Label your new tag something similar to what you named your new goal in Google Analytics. In this example, we’ll name our tag “Click-To-Call” because that’s the goal we’re setting up. Now, click anywhere within the “Tag Configuration” box and select “Google Analytics: Universal Analytics”. Under the “Track Type” drop-down menu, select “Event”. Now, enter the same three words from the image above in their corresponding categories: “button”, “click”, and “call”. Remember to make sure that these match exactly to what you previously entered in these categories when you were creating the goal in Google Analytics. Next, select “False” under “Non-Interaction Hit” and “{{Universal Analytics Tracking ID}}” under “Google Analytics Settings”. Now click into the “Triggering” box below, and click the + sign near the top right corner of your screen. Name your trigger “click-to-call” (or whatever conversion this trigger will be firing for), and click into the “Trigger Configuration” box. Select “Click – All Elements”, then select “Some Clicks” underneath where it says “This trigger fires on”. Next, in the three remaining fields, select “Click URL”, “contains”, and then type in “tel:” for the last one. Click “Save” in the top right corner of your screen, then select this trigger in the new tag you’ve just created. Click “Save” again, then activate your tag by clicking “Submit”, then “Publish” on the top right side of your screen. After you’ve completed these steps, your conversions should now be tracking! You can test to make sure it’s working by clicking on a click-to-call link on your website then going to Google Analytics > Real Time > Conversions.
Contact Boston Web Marketing!
If you have any questions about website conversions or are looking to improve your website’s functionality and performance, don’t hesitate to contact Boston Web Marketing! Our SEO specialists help businesses in almost every industry achieve higher search results! Give us a call at (857) 526-0096 or fill out the contact form on our website, and a member of our team will get back to you as soon as possible!