Is Conversion Tracking Enough?
Conversion tracking is at the heart of any effective marketing campaign. Without the ability to understand where sales are coming from, any company’s overall marketing campaign suffers.
Conversions should be tracked from the time a lead lands on your pages through to the sale. Fortunately, most modern PPC and other marketing services allow businesses to see how users are converting down to the keyword. But is it really that easy? Is there additional information a business can gather to determine how users are finding them, buying and interacting with various marketing materials?
Advanced Tech is the Key
Nowadays, conversion tracking is a given in most marketing services – but it’ll only go so far. Google has great tracking and remarketing tools, but at the end of the day you can’t personalize a lead down to an IP address, name or business due to Google’s privacy policies. When half your Analytics data comes up as “not set”, it’s not always easy to use free tools to figure out how your marketing is working.
Marketing Automation for Conversion Tracking
When you’re working with marketing automation tools, you never have to worry about getting a metric or data back that will tell you “information unavailable” or “not set”. This is why so many businesses have come to rely on marketing automation to take conversion tracking a step further.
Personalization is a big reason for this. Analytics and similar sites don’t function as a CRM that will also manage your leads for you while you’re personalizing them. Marketing automation does this automatically and flawlessly – letting you know who’s looking, what they want to see and giving you hints on how best to advertise to them in the future.
Once you get the hang of it, personalizing leads via marketing automation is ten times easier than relying on many free tools. You can see the individual pathways a user takes through your site, whether or not each individual IP can be connected to a returning user as well as what content engages the user most.
For many small businesses, conversion tracking isn’t enough – that extra level of data that separates a truly qualified customer from someone who is just passing through can be so critical to success. Additionally, the ability to segment lists based on information personalization can ensure quicker conversions in the future.
Lead Liaison offers the opportunity to take conversion tracking one step further with our marketing automation. We’d love to tell you more! Talk to us about how we can increase leads through your pipeline today.