Conversion tracking is a crucial aspect of digital marketing as it allows you to track and analyze the performance of your campaigns and optimize them for better results. An audit of your conversion tracking setup can help ensure that your tracking is accurate, complete, and aligned with your business goals. Here are some steps you can take to conduct a conversion tracking audit:
Review your conversion goals: Start by reviewing the conversion goals you have set up in your analytics platform (such as Google Analytics). Are they aligned with your business objectives? Are they accurately tracking the actions you want users to take on your website or app?
Check your tracking tags: Next, check that your tracking tags (such as Google Tag Manager) are correctly installed on all the pages where you want to track conversions. Ensure that the tags are firing correctly and that they are tracking the correct events or actions.
Verify data accuracy: Check that the data you are collecting is accurate by comparing it with other sources of data, such as your CRM or sales data. If there are discrepancies, investigate the cause and take steps to rectify them.
Evaluate attribution models: Review your attribution models to ensure that they are correctly attributing conversions to the appropriate marketing channels. Consider using multiple attribution models to get a more comprehensive view of your campaigns’ performance.
Assess audience segmentation: Check that you are correctly segmenting your audience based on their behavior and demographics. Ensure that you are using the right parameters to define your segments and that they are useful for targeting campaigns.
As part of your conversion tracking audit, you may also want to consider migrating to Google Analytics 4 (GA4). GA4 offers several benefits, such as more robust tracking capabilities, better cross-device and cross-platform tracking, and more advanced machine learning capabilities.
Here are some steps you can take to migrate to GA4:
Set up a new GA4 property: Start by creating a new GA4 property in your Google Analytics account.
Install the GA4 tracking code: Install the GA4 tracking code on your website or app. You can use Google Tag Manager to set up and manage your GA4 tags.
Set up conversion events: Set up conversion events in GA4 that align with your business goals. Consider using the new event-based data model in GA4, which allows you to track any action that users take on your site or app.
Import historical data: If you have an existing Universal Analytics property, you can import historical data into GA4. This will allow you to compare data across both properties and ensure that your migration is successful.
Test and validate: Finally, test and validate your GA4 setup to ensure that it is accurately tracking your conversion goals. Use GA4’s built-in reporting and analysis tools to review your data and make any necessary adjustments.
Overall, conducting a conversion tracking audit and migrating to GA4 can help you improve your tracking accuracy and gain better insights into your campaigns’ performance.
Disclaimer: Google tag manager belongs to Google property
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