A conversion is a completed desired action by a user on a website. This could be anything from making a purchase, to signing up for a newsletter, to downloading a white paper. In paid social advertising, conversions are generally tracked as events that happen after a user clicks on an ad. The most common conversion tracking pixel is the Facebook pixel, which is a piece of code that is placed on a website to track conversions. There are also other third-party conversion tracking pixels that can be used, such as the Google Analytics conversion tracking code.
Conversions are important because they represent the success of a paid social advertising campaign in achieving its objectives. For example, if the objective of a campaign is to generate leads, then the number of leads generated will be tracked as a conversion. If the objective of a campaign is to increase sales, then the number of sales will be tracked as a conversion. Conversions are also important because they can be used to calculate return on investment (ROI) for a paid social advertising campaign.
There are a number of ways that you can improve conversions for a paid social advertising campaign. These include:
Some common mistakes that can lead to lower conversion rates include:
There are a number of ways to measure conversions for a paid social advertising campaign. The most common way is to use a conversion tracking pixel, such as the Facebook pixel. This code is placed on a website and tracks when a user completes a desired action, such as making a purchase or signing up for a newsletter. Other ways to measure conversions include using Google Analytics or other third-party conversion tracking tools.
There are two main types of conversions: micro conversions and macro conversions. Micro conversions are smaller actions that a user takes on a website, such as viewing a product page or adding an item to their shopping cart. Macro conversions are bigger actions that a user takes on a website, such as making a purchase or signing up for a newsletter. In paid social advertising, conversions are generally tracked as macro conversions.
Some best practices for conversion optimization include: