Being able to set goals and conversion tracking and gain insight into the performance of your company’s website is incredibly important if you want to take the work of online marketing seriously.

By setting up conversion tracking for topics such as number of visits to specific landing pages, downloads of a brochure or purchase of a product on the website, you have a real opportunity to follow your website’s ability to meet these goals, and intervene if it is not possible.

Only by having this insight into what goes on deep inside the engine room, can you follow how your company is doing online on a daily, weekly, monthly and yearly basis. It is somewhat similar to comparing accounts for each year. With the help of historical data, you can lay out a strategy for how you want to run your business in the future.

Our favorite tool when measuring specific goals is the so-called Google Analytics. With the help of this tool, you can get access to a lot of data about your website, if you have activated the tool and use it actively. The tool offers functionality that can help you set the goals that best suit you and your company’s situation.

In conjunction with Google Analytics, it can also be a really good idea to use specific “metrics” to measure how well your company is doing. We recommend the following:

Looking at where the traffic is coming from

By looking at the origin of the traffic, you get a pretty good idea of whether the type of traffic in question should result in a high conversion rate. An example could be a visitor who comes from one of your Danish Google Ads campaigns that contains a Call To Action (CTA) to buy one or more items on your website. In such a case, one could imagine that there would ideally be a high conversion rate, as the visitor seems to be interested in buying a product from your website. Therefore, if a conversion does not occur, you can e.g. start looking at your website’s usability or content to see if there is anything that can be optimized to increase your online success. This work is called conversion rate optimization (CRO), which you can read more about here.

Conversion on combinations of keywords

By looking at this, you can gain insight into which keywords generate the best possible conversion rates, which in turn can help you further target your Google Ads (formerly known as AdWords) and Microsoft Ads (Bing Ads) campaigns so that you puts the money where there is the greatest possible chance of generating revenue. This of course assumes that you have already looked at Google Ads and Microsoft Ads and the options that these advertising platforms offer. If this is not the case, we are also happy to help with this, e.g. as described on the page about setting up Google Ads.

The above are just a few examples of what you can measure to track your conversions, and thus get a better insight into the user’s behavior patterns on the website. At Jaskov Consult, we have many years of experience with correctly setting goals and tracking conversions, and if any of the above has caught your interest, we would love to engage in a dialogue with you.

If you want to read more about who we are, information can be found here on our “About Us” page, and if you want a non-binding conversation about what your company’s opportunity is – in any Danish SEO, Google Ads, Microsoft Ads or Google Analytics context, you are welcome to contact us. We are looking forward to hear from you!