Why add conversions to Google Analytics?

Very often, when a customer shares access to his analytics accounts with us, we find that the statistics are not properly configured, even if the customer was dealing with an agency.

Basically, we believe that a Google Analytics should monitor at least the following data points to calculate a certain return on investment:

• Call-to-action buttons and/or hyperlinks (call to action)
• Visits to the contact page
• Emails sent
• Forms submitted
• Using the phone number
• Newsletter subscriptions
• Add to cart
• Sales

If these conversion targets are not createdit becomes impossible to analyze traffic ROI and make business decisions.

Understanding your traffic

"We received over 1,000 visits thanks to a Facebook campaign! ...but how many of these 1,000 Internet users contacted you and/or purchased your products.

When Google Analytics is correctly configured, you'll be able to answer this question easily. You'll also be able to judge the effectiveness of your marketing campaigns.

Here's an example of a table that lets us quickly see the effectiveness and conversion rate of campaigns and different traffic sources.

Warning : This painting is a fine tool, but don't analyze data too quickly since conversions are typically attributed to the last interaction.

What is the first and last interaction?

Here's an example of a customer journey on your website: a consumer clicks on an ad Facebook to view your product, then returns 3 days later via a research Google (organic traffic) to complete your purchase.

Google Analytics will award the sale to the organic channel since the The last interaction is carried out by Google. However, if the consumer had never seen the ad on Facebook, he might never have bought your product.

You can consult and compare the statistics of the first and last interaction in Google Analyticsin the report: Conversions > Multichannel funnel > Model comparison tool

Calculate your return on investment

Once you've captured conversion statistics and put them into context, you'll be able to calculate the return on investment of your web marketing campaigns.

With an online sales site (e-commerce), it's relatively simple to calculate your return on investment, but when you're selling services that aren't necessarily purchased through an online store, you'll need to assign a monetary value to each of your objectives, based on what it means to achieve each goal.

Here's a concrete example to illustrate the technique.

In this case, the company sells professional services. Its website features an online form to capture the requirements of potential customers and offer them a personalized quote.

Each service sold generates an average of 1,000 $ of profit. Because you're a formidable salesperson, your The conversion rate from a quote to a sale for a completed form is 50%.

This means that each completed form is worth 500 $, i.e. 1,000 $ x 50%.

If, on the other hand convert to sales as 10% of the forms received, then a completed form will be worth 100 $, i.e. 1,000 $ x 10%.

If your advertising campaigns on Google or Facebook costs 10 $ per completed form (a component of the cost of acquiring a customer, or Customer Acquisition Cost), then you have just demonstrated that your campaigns are profitable.

You can then repeat the exercise for all your campaigns and objectives.

You can then add a degree of sophistication by increasing your visibility to increase the number of forms filled in, until one of two things happens:

• That the cost of a completed form = the profit generated by a sale (at which point it's no longer profitable to spend more on a campaign), or;
• That you can no longer keep up with demand!

Take your Google Ads campaigns to the next level   

If you don'tdon't have conversion targets in place in Google Analyticsyour campaigns Google Ads can't be optimal... because to make good use of the artificial intelligence of Googlewe need to import the conversion results. The calibration of Google Ads requires only conversions are in place to separate good traffic from bad.

The more conversion points you have, the more the artificial intelligence of Google can bring you higher-quality traffic.

If, in 2023, you are still running click campaigns (CPC), it's quite possible that it will cost you a lot of money for little return.

Don't forget the Meta pixel

If you drive in the countryside Facebook and you haven't configured your conversion objectivesonce again, you don't use the artificial intelligence of Meta. We strongly recommend that you configure this to increase the effectiveness of your campaigns.

In conclusion, it's crucial to add conversion objectives to your analytics tools to understand and analyze the traffic arriving at your website. This will enable you to calculate the return on investment of your advertising campaigns and improve them thanks to the artificial intelligence of Google and Meta.

Without these conversion targets, it will be difficult, if not impossible, to measure the effectiveness of your marketing campaigns in order to make better business decisions.

And that's the point, after all, that all those investments in web marketing campaigns generate a positive return for your organization!