WordPress Conversion Tracking Guide | Necessary

There’s an old maxim in marketing, “Test and follow.”

Testing different variables and tracking performance is paramount no matter what industry you’re in or what campaign you’re running. And since conversions are directly tied to your success, they are one of the most important key performance indicators (KPIs) to track within your business.

WordPress conversion tracking is its own process and may differ slightly from other platforms. Regardless, it’s important to your business that you track conversions correctly and accurately.

Since the process is so vital to your business, we will take an in-depth look at how to properly run conversion tracking in WordPress. Every lead and sale in your business is too important not to.

How to set up conversion tracking

Each major platform has its own unique process for setting up conversion tracking. The procedure for setting up conversion tracking for Google Ads in WordPress differs significantly from the steps for setting up conversion tracking for Facebook or Twitter.

you can connect easily Google and WordPress Tag Manager via the WordPress plugin. As for the other channels, those steps are a bit different.

Different Platforms You Can Track Through Your WordPress Site

WordPress conversion tracking covers the following platforms:

Google AdsTwitterFacebookGoogle Analytics

Examples of conversion goals

Successfully tracking your conversions starts with connecting Google Analytics and WordPress. You will need to install GA4 on your site before you can get started.

Once you set up Google Analytics and link to your site, you’ll need to follow these steps:

Go to the Admin menu in Google Analytics. Next, select Goals. Click New Goal. Select the web page you want to crawl. This can be an order page, a contact form, etc. Name your goal. All goals will be displayed on the Goals page within GA4, so be sure to name each goal something specific and recognizable. Before this step, you’ll need to create a “Thank You” page for any form you plan to track. This is the form users will see after entering their information and clicking Submit. You will select this page as the unique identifier of a successful conversion on your website. You can even assign each conversion a monetary value. So, for example, if each successful conversion is worth $100 to you, you can track it in GA4. **Note: Be sure to mark your “Thank You” page as no-index in your SEO plugin. You only want people to land on this page if they are a real conversion, so it needs to be hidden from Google.

This is where the power of Adding Google Analytics to WordPress It comes very well.

Once the goal is set, you can monitor your progress within Google Analytics. Navigate to the Conversions menu, then click Goals, then select Overview.

From here, you’ll be able to see the name of the goal and how many times it’s been successfully completed (that is, how many conversions have occurred from it).

Steps to set up conversion tracking in WordPress

Now that your Google goals are set up, you’re ready to install your conversion tracking in WordPress. Since we’re already talking about Google, let’s address Google Ads first.

To set up Google Ads conversion tracking, all you need to do is link your Goals to Google Analytics. In Google Analytics, navigate to Admin, then click Google Ads, then click Linking. Once there, select your Google Ads account and activate the link for the default view of your website.

All that is left to do now is to import your chosen goal into Google Analytics. In Google Ads, select Tools, and then click Google Analytics. You should see your target list on this screen. Select the goal you want to track for this particular campaign and click Import.

That’s all. Conversions will now show for anyone who takes the action you’re tracking for this campaign.

With Google out of the way, let’s move on to the other platforms that WordPress conversion tracking covers.

As we mentioned earlier, the other major platforms (Twitter and Facebook) have their own specific steps on how to add a conversion tracking tag to WordPress. But there are a few steps involved on both platforms that are worth knowing about. They are:

Create a pixel for each respective platformSet up your pixel in WordPress

There are subtle differences in the individual steps to Twitter and Facebook, but the processes are largely the same. Follow the step-by-step instructions we’ve made available to you, and your conversion pixels should be up and running without a hitch.

WordPress Conversion Tracking Best Practices

Setting up your pixels on all platforms is just the beginning of the process. Once your pixel setup is complete, you’ll need to make sure your tracking stays clean and organized to identify which leads are coming from which source.

As time goes by, you will see trends start to emerge. Certain campaigns will get more conversions than others. This is the “follow up” part of the “test and follow up” maxim we mentioned at the beginning of this guide. With this information, you can quickly eliminate losing campaigns before they cost too much money, recalibrate average campaigns, and test new messaging, creative, or media variables with your winning campaigns.

To make your tracking pixels as effective as possible, keep these conversion tracking best practices in mind:

Use Tracking URL – When a user clicks on this URL, they will receive a compiled report of detailed data about how they interact with your site. Measure sales: It’s important to realize that a conversion doesn’t mean a sale in every case. But Nexcess’s clients are in the e-commerce business, where sales tracking is king. The good news is that most WordPress eCommerce plugins, like WooCommerce, allow you to easily measure and track your sales performance. Take advantage of third-party analytics tools – WordPress conversion tracking plugins allow you to customize your KPI tracking to fit your business needs. You can customize goals and run detailed tracking and targeting using tracking URLs. While sales are the most important metric in ecommerce, they are not the only metric. Analytics tools let you track other key numbers like time spent on site, bounce rate, cart abandonment rates, and more without even worrying about them. what is a tracking pixel.

The 4 Best WordPress Conversion Tracking Tools

If you’re wondering where to start with analytics tools, here are four you should consider implementing on your site:

Advanced WordPress Conversion Tracking Techniques

Your pixels are set correctly. And now that? You may think we’re done, but advanced strategies can give you even more ROI from your conversion tracking efforts.

A/B testing

A/B testing is the way marketers manipulate and test different variables in their campaigns. Let’s say you are marketing a particular product. In each ad, you have your marketing creative, copy, messaging, calls to action, etc., which you can manipulate to see what works best.

The trick to effective A/B testing is to manipulate only one variable at a time. For example, if you’re A/B testing your marketing creative, you should keep your copy, messaging, and any calls-to-action the same.

Over time, you’ll see which elements work best, and you can combine them to create your best-performing ad yet.

Personalization and segmentation strategies

Every time a person interacts with your site or a conversion is successful, your list of potential customers grows. However, over time, you will end up with a large list of clients, all at various stages of their customer journey. Some may have interacted with your brand but haven’t purchased yet, others may have made their first purchase, and still others may have been repeat customers for years.

Since all of these customers are at different points in the overall customer journey, the same language will not reach each of them. They need to be treated in their own unique way.

List segmentation and personalization allow you to do exactly that. You can segment your customers by unique identifiers and send them the marketing or message that is likely to resonate with them.

Personalization within the ecommerce ecosystem can actually be twofold. You can customize email communication to include unique data about a customer when you contact them, making them more likely to open and act on the emails you send. But personalization can also extend to a customer’s entire e-commerce experience.

Contemporary eCommerce tools and plugins allow you to personalize a user’s shopping experience based on their browsing behavior. The brands and products they love can be shown to them front and center as soon as they visit your platform. The result is an even higher number of conversions and higher revenue.

advanced analytics

Once you become adept at tracking and using your baseline KPIs, you can move on to tracking advanced metrics to improve the ROI of your campaigns. Things like ad impressions, reach, number of items added to cart, bounce rate, and more can be used to paint an even clearer picture of customer behavior. You can even track video or photo views, as well as get an idea of ​​your brand sentiment among your target audience.

Nexcess WordPress Hosting

To power effective WordPress conversion tracking at both the basic and advanced levels, you need a solid hosting provider that you can trust. Nexcess not only offers enterprise WordPress hosting, but we are also your WordPress implementation experts.

If you want to get serious about tracking your WordPress conversions, Contact us today. We are always here to help and we are here to do whatever it takes to take your business to the next level.