{"id":98,"date":"2023-05-02T12:00:00","date_gmt":"2023-05-02T16:00:00","guid":{"rendered":"https:\/\/www.tonusmarketing.ca\/?p=98"},"modified":"2026-05-05T16:10:55","modified_gmt":"2026-05-05T20:10:55","slug":"why-add-conversions-to-google-analytics","status":"publish","type":"post","link":"https:\/\/www.tonusmarketing.ca\/en\/kpi\/pourquoi-ajouter-des-conversions-sur-google-analytics\/","title":{"rendered":"Why Add Conversions to Google Analytics?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Very often, when a client shares access to their analytics accounts, we notice that the stats are not properly configured\u2014even if the client was working with an agency.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Basically, we believe that a<strong> Google Analytics<em> <\/em>should monitor at least the following data points<\/strong> to calculate a certain return on investment:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Call-to-action buttons and\/or hyperlinks<\/li>\n\n\n\n<li>Visits to the contact page<\/li>\n\n\n\n<li>Emails sent<\/li>\n\n\n\n<li>Forms submitted<\/li>\n\n\n\n<li>Using the phone number<\/li>\n\n\n\n<li>Newsletter subscriptions<\/li>\n\n\n\n<li>Add to cart<\/li>\n\n\n\n<li>Sales<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If these <strong>conversion targets are not created<\/strong>it becomes<strong> impossible to analyze traffic ROI<\/strong> and make business decisions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Understanding your traffic<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\"We received <strong>over 1,000 visits<\/strong> thanks to a Facebook campaign!\" ... but <strong>how many of these 1,000 Internet users contacted you<\/strong> and\/or purchased your products.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s an example of a table we use to quickly evaluate the efficiency and conversion rates of campaigns and different traffic sources.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"807\" src=\"https:\/\/www.tonusmarketing.ca\/wp-content\/uploads\/2023\/05\/TON-Blogues-Conversion-Image-2.webp\" alt=\"Screenshot of Google Analytics statistics\" class=\"wp-image-7738\" srcset=\"https:\/\/www.tonusmarketing.ca\/wp-content\/uploads\/2023\/05\/TON-Blogues-Conversion-Image-2.webp 1024w, https:\/\/www.tonusmarketing.ca\/wp-content\/uploads\/2023\/05\/TON-Blogues-Conversion-Image-2-300x236.webp 300w, https:\/\/www.tonusmarketing.ca\/wp-content\/uploads\/2023\/05\/TON-Blogues-Conversion-Image-2-768x605.webp 768w, https:\/\/www.tonusmarketing.ca\/wp-content\/uploads\/2023\/05\/TON-Blogues-Conversion-Image-2-15x12.webp 15w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Warning<\/strong> : This painting is a fine tool, but <span style=\"text-decoration: underline;\">don't analyze data too quickly<\/span> since conversions are typically attributed to the <strong>last interaction<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is the first and last interaction?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Here's an example of a customer journey on your website: a consumer <strong>clicks on a Facebook ad<\/strong> to view your product, then <strong>returns 3 days later via <\/strong>a <strong>Google search <\/strong>(organic traffic) to complete its purchase.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Google Analytics<\/em> will award the sale<\/strong> to the organic channel since the <strong>last interaction is carried out by Google<\/strong><em>.<\/em> However, if the <strong>consumer had never seen the ad<\/strong> on Facebook, <strong>he might never have bought<\/strong> your product.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can view and compare the statistics of the first and last interaction in Google Analytics.<em>,<\/em> in the report: Conversions &gt; Multichannel funnel &gt; Model comparison tool<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"807\" src=\"https:\/\/www.tonusmarketing.ca\/wp-content\/uploads\/2023\/05\/TON-Blogues-Conversion-Image-3.webp\" alt=\"Screenshot of Google Analytics template comparison tool\" class=\"wp-image-7740\" srcset=\"https:\/\/www.tonusmarketing.ca\/wp-content\/uploads\/2023\/05\/TON-Blogues-Conversion-Image-3.webp 1024w, https:\/\/www.tonusmarketing.ca\/wp-content\/uploads\/2023\/05\/TON-Blogues-Conversion-Image-3-300x236.webp 300w, https:\/\/www.tonusmarketing.ca\/wp-content\/uploads\/2023\/05\/TON-Blogues-Conversion-Image-3-768x605.webp 768w, https:\/\/www.tonusmarketing.ca\/wp-content\/uploads\/2023\/05\/TON-Blogues-Conversion-Image-3-15x12.webp 15w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Calculate your return on investment<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With an e-commerce site, it's relatively simple to calculate your return on investment, but when you're selling services that aren't necessarily purchased via 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here's a concrete example to illustrate the technique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Each service sold generates an average of 1,000 <\/strong>$ of profit. Because you're a formidable salesperson, your <strong>The conversion rate from a quote to a sale for a completed form is 50%.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This means that each completed form is worth <strong>500 $, i.e. 1,000 $ x 50%<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If, on the other hand <strong>convert to sales as 10%<\/strong> of the forms received, then a <strong>completed form will be worth 100 $, i.e. 1,000 $ x 10%.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If your advertising campaigns on <strong>Google or Facebook costs 10 $ per completed form<\/strong> (a component of Client Acquisition Cost), then you have just demonstrated that <strong>your campaigns are profitable.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can then repeat the exercise for all your campaigns and objectives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>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;<\/li>\n\n\n\n<li>That you can no longer keep up with demand!<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Take your Google Ads campaigns to the next level&nbsp;&nbsp;&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If you don't<strong>don't have conversion targets<\/strong> in place in<em> <\/em>Google Analytics, your Google Ads campaigns<em>&nbsp;<\/em>can't be optimal... because to make good use of Google's artificial intelligence, you need to import conversion results.<strong> Calibrating Google Ads' artificial intelligence<em> <\/em>requires only conversions<\/strong> are in place<strong> to separate good traffic from bad<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The more conversion points you have, the more high-quality traffic Google's artificial intelligence can bring you.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If, in 2023, you're still doing click-through campaigns (CPC), it's quite possible that they'll cost you a lot of money for little return.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Don't forget the Meta pixel <\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If you're running Facebook campaigns and don't have <strong>you haven't configured your conversion objectives<\/strong>once again, <strong>you don't use Meta's artificial intelligence<\/strong>. We strongly recommend that you configure this to increase the effectiveness of your campaigns.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>In conclusion,<\/strong> 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 Google's artificial intelligence and Meta<em>.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And that's the point, after all, that all those investments in web marketing campaigns generate a positive return for your organization!<\/p>","protected":false},"excerpt":{"rendered":"<p>Very often, when a client shares access to their analytics accounts, we notice that the statistics are not properly configured, even if they have worked with an agency.\n\nAt a minimum, a Google Analytics account should track the following data points to assess a website\u2019s real performance and adjust the strategy accordingly.<\/p>","protected":false},"author":1,"featured_media":7737,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"Conversions Google Analytics : Pourquoi les utiliser?","_seopress_titles_desc":"Optimisez vos campagnes marketing et augmentez votre retour sur investissement gr\u00e2ce \u00e0 l'IA de Google et Meta en ajoutant des point conversions !","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"Pourquoi ajouter des conversions sur Google Analytics?","_seopress_social_fb_desc":"Optimisez vos campagnes marketing et augmentez votre retour sur investissement gr\u00e2ce \u00e0 l'IA de Google et Meta en ajoutant des point 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