What is Conversion Tracking?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 1, 2023

3 minutes

Lead generation

Conversion tracking is a crucial element in lead generation that helps businesses measure the effectiveness of their marketing campaigns by tracking the actions taken by users on their websites. It allows marketers to monitor and analyze the conversion rates of their desired actions, such as form submissions, product purchases, or newsletter sign-ups. By implementing conversion tracking, businesses can gain valuable insights into their customers' behavior and optimize their marketing strategies accordingly.


Let's consider a few examples to better understand how conversion tracking works.

  1. E-commerce Conversion Tracking: A clothing retailer wants to track the number of online purchases made through their website. By implementing conversion tracking, they can monitor the number of completed transactions and calculate the conversion rate, which is the percentage of website visitors who made a purchase. This data helps the retailer evaluate the effectiveness of their marketing efforts and identify areas for improvement.

  2. Lead Form Conversion Tracking: A software company wants to track the number of leads generated through their website's contact form. Conversion tracking enables them to measure the conversion rate of form submissions and identify the marketing channels that drive the highest number of quality leads. This information helps them allocate their resources effectively and focus on the most successful lead generation strategies.


Conversion tracking is essential for several reasons:

  1. Measuring Success: By accurately tracking conversions, businesses can assess the success of their marketing campaigns and identify the strategies that yield the best results. It allows them to measure the return on investment (ROI) and determine which channels and tactics are worth investing in.

  2. Optimizing Campaigns: Conversion tracking provides valuable data that helps businesses optimize their marketing campaigns. By analyzing conversion rates across different channels, landing pages, or ad variations, marketers can identify patterns and make data-driven decisions to improve their conversion rates.

  3. Understanding Customer Behavior: Conversion tracking provides insights into customer behavior and preferences. By tracking the actions users take before converting, businesses can gain a better understanding of their customers' needs and preferences, enabling them to tailor their marketing messages and offers accordingly.

How to Use Conversion Tracking

Implementing conversion tracking requires a few steps:

  1. Set Up Conversion Tracking: Businesses need to set up conversion tracking using tools like Google Analytics, Facebook Pixel, or other tracking platforms. This involves generating a tracking code or pixel and incorporating it into the website's code.

  2. Define Conversion Goals: Clearly define the desired actions that count as conversions, such as a completed purchase, newsletter subscription, or form submission. Establishing specific conversion goals allows businesses to track and measure the success of their marketing efforts accurately.

  3. Track Conversions: Once the tracking code is implemented and goals are defined, businesses can start tracking conversions. The tracking code captures user actions and sends the data to the tracking platform, where it is aggregated and presented in a meaningful way.

  4. Analyze and Optimize: Regularly analyze the conversion data to gain insights into the performance of marketing campaigns. Identify trends, patterns, and areas for improvement. Use this information to optimize marketing strategies, refine targeting, and improve conversion rates.

Useful Tips

Here are some useful tips for effective conversion tracking:

  1. Track Multiple Conversion Actions: Don't limit conversion tracking to a single action. Track multiple conversion actions to gain a comprehensive understanding of user behavior and the effectiveness of different marketing campaigns.

  2. Set Up Funnels: Implement conversion funnels to track the entire customer journey leading up to a conversion. This allows businesses to identify bottlenecks or areas where users drop off, enabling them to optimize the conversion process.

  3. Combine with A/B Testing: Combine conversion tracking with A/B testing to experiment with different variations of landing pages, ad copies, or call-to-action buttons. By testing different elements, businesses can determine the most effective combination for driving conversions.

  4. Use Remarketing: Utilize conversion tracking data to create remarketing campaigns. Show targeted ads to users who have already shown interest by visiting the website or taking specific actions. Remarketing can help bring back potential customers who didn't convert initially.


Conversion tracking is a process of tracking the actions taken by visitors on your website that lead to a desired outcome, such as making a purchase or filling out a form.
Conversion tracking is important because it helps you measure the effectiveness of your marketing campaigns and optimize them for better results. It allows you to identify which channels and strategies are driving the most conversions.
Conversion tracking works by placing a small piece of code, called a tracking pixel or tag, on your website. When a visitor completes a desired action, such as making a purchase, the code sends information back to your analytics platform, allowing you to attribute the conversion to a specific campaign or source.
You can track various actions with conversion tracking, including purchases, form submissions, email sign-ups, downloads, and more. It depends on your specific goals and what actions are valuable to your business.
Many online advertising platforms, such as Google Ads, Facebook Ads, and LinkedIn Ads, offer built-in conversion tracking tools. Additionally, there are third-party analytics platforms, like Google Analytics, that provide conversion tracking capabilities.
The process of setting up conversion tracking varies depending on the platform you are using. Generally, you need to create a conversion tracking code or tag, place it on your website, and configure the settings in your advertising or analytics account. Each platform usually provides detailed instructions or support documentation to guide you through the process.
Yes, you can track conversions from different marketing channels by using conversion tracking. It allows you to measure the performance of your campaigns across various channels, such as search ads, display ads, social media, email marketing, and more.
Interpreting conversion tracking data involves analyzing various metrics, such as conversion rate, cost per conversion, and conversion attribution. By understanding these metrics, you can evaluate the success of your campaigns, identify areas for improvement, and make data-driven decisions to optimize your marketing efforts.
Common challenges with conversion tracking include technical issues, incorrect setup, discrepancies between platforms, and tracking limitations on certain devices or browsers. It's important to regularly test and validate your tracking setup to ensure accurate data.
Yes, it is possible to use conversion tracking for offline conversions. Some platforms offer offline conversion tracking solutions that allow you to connect online campaigns to offline actions, such as phone calls or in-store purchases. This helps you understand the impact of your online marketing efforts on offline conversions.

Article by

Ruben Buijs

Ruben, the founder of Boei, leverages over a decade of consultancy experience at Ernst & Young to optimize lead generation. Boei specializes in converting website visitors into qualified leads. Outside of work, Ruben is passionate about crossfit and enjoys gaming occasionally.

Table of contents

  1. Examples
  2. Importance
  3. How to Use Conversion Tracking
  4. Useful Tips
  5. Related Terms

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