Conversions & measuring goals

Level 1 - Peggy Olson: your should only care about ROI & client retention

Welcome Avatar! Client retention is the name of the game in agency land, and clients will stay on for a long time if you deliver a service that exceeds their expectation, but most of all if you deliver on your ROI promise: clients need sales, conversions, consultations and couldn’t care less about views, impressions, and site visits.

Those are vanity metrics that do not bring US tokens in, unless you’re Coca Cola. We will go over ROI, how to measure success for your campaigns and how to set client expectations.

The breakdown for this article is:

1. Intro into conversion tracking

   1. Ecommerce / Sales

   2. Contact forms / Consultations

   3. Event tracking

   4. Conversion tracking for different services

2. How to create conversions in Google Analytics

3. How to create conversions in Google Ads

   1. What is conversion tracking in Google Ads?

   2. How to Create Conversions in Google Ads

4. Downloadable SOPs for your agency

   1. Configure Conversion Goals in Google Analytics

   2. Set up and track custom events in Google Analytics 4

   3. Adding Google Analytics Annotations to keep track of business events

   4. Implementing and Analyzing Heatmaps on a client Website

   5. Configuring your Facebook Ads conversion events

   6. Create a conversion funnel report in Google Analytics 4

   7. Google Analytics conversion tracking decision tree

   8. Clickmap & Scrollmap Diagnosis Cheat Sheet

Let’s dig in.