What’s A Conversion?

Your digestible guide to understanding the world of conversions

Let’s Define Conversions

So, you’re wondering what conversions are and how the heck to track them? Well, to start, a conversion refers to actionable items that should be customized to your business goals. Think about how you do business—do customers call to connect? Do they submit a form on your website? Message you on social media?

We’ll jump into more conversion options later, but for now, just remember that a conversion is only as valuable as how well you define it and how effectively you guide your marketing strategies to optimize for it.

Types of Conversions

Conversions span a wide variety of actions a customer can take to tap into your business. Like we just mentioned above, those can look like: phone calls, form submissions, landing page views, impressions, clicks, messages on social media, app downloads, and even video views. The choice is up to you and your unique business strategy.

Our big tip when defining your conversions is to customize them to your business. This applies to custom forms, the branded creatives and visuals you use, and how you track them.

Tracking Conversions

Now, this is where many business owners hit the barrier of their knowledge. Sure, you know your business and how you want to attract and engage with customers, but how do you tell your marketing platforms that? Well, this is where the Pearl Jade Marketing team comes in! It’s crucial to establish a digital environment that is ready to collect and process the data you need. In fact, most marketing platforms will optimize based on the conversion actions you create – provided everything is set up correctly.

This can be tricky, and requires using tracking codes and event manager systems to effectively translate digital customer behavior into trackable conversion data. There are countless tips and strategies that must be implemented – too many to cover in this brief blog. So, the choice is yours: research for hours and hours OR choose Pearl Jade to help you set up your strategy…yeah, pretty easy choice!

Custom vs Standard

If you’ve ever poked around on Meta ads or Google ads, you’ve definitely seen some of their pre-made conversion actions. These often look like link clicks, impressions, video views or engagements. These standard actions are good for awareness but may lack the targeted results you desire–. And you may not be able to attribute a new customer to any specific marketing effort.

Custom conversions allow you to identify the path and platform a prospective customer came from, giving you more insight into your data, which is never a bad thing!