By Zieliński Jerzy

Conversion: how to measure it?

In the world of digital marketing, conversion and its measurement is of paramount importance for companies to evaluate the effectiveness of their online strategies. Conversion tracking allows you to determine the success of various marketing activities and optimize them for better results. In this article, I will examine the importance of measuring conversions and discuss effective methods for tracking and analyzing them. So let’s delve into the topic and discover how to measure conversions like true professionals!

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Conversion and its measurement

Conversion measurement refers to the process of tracking and evaluating the actions taken by website visitors that align with business goals. This helps assess the impact of marketing activities and identify areas for improvement. By measuring conversions, you gain valuable insights into consumer behavior, allowing you to make data-driven decisions for better ROI.

Defining conversion targets

Before starting to measure conversions, it is important to define conversion goals. What action do you want your site visitors to take? Is it to make a purchase, sign up for a newsletter or fill out a contact form? Clearly define your conversion goals. For conversion marketing to make sense, it must have a specific goal. With clearly defined conversion goals, you can track and analyze the most important metrics related to your business.

Implementing conversion tracking tools

To effectively measure conversions, reliable tracking tools are necessary. Google Analytics is a popular tool that offers comprehensive information about site performance and user behavior. By placing tracking code on your site, you can track conversions, monitor traffic sources and understand user engagement. Other tools, such as Hotjar, Kissmetrics and Mixpanel, also provide valuable data for conversion analysis.

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Configure conversion tracking

Once you’ve chosen a tracking tool, it’s time to set up conversion tracking. This involves setting up your site and tracking code to collect relevant data. For example, if the goal of the conversion is a purchase, set up an e-commerce tracking code to track successful transactions. Correctly setting up tracking ensures accurate measurement of conversions.

Key conversion metrics to track

If you want conversions to be measured well, there are several key metrics that are important for understanding your site’s performance. Here are some key metrics to track:

  • Conversion rate: the percentage of site visitors who perform a desired action.
  • Conversion cost: the average cost incurred to achieve a conversion.
  • Conversion funnel: the next steps visitors take before converting, helping to identify bottlenecks.
  • Rejection rate: the percentage of visitors who leave the site without performing any action.
  • Average order value: the average value of purchases made by customers.

A/B testing for conversion optimization

A/B testing
is a powerful conversion optimization technique. It involves creating two versions of a website or marketing campaign and comparing their results. By testing different elements, such as headlines, CTAs or design layout, you can identify the most effective variations that generate higher conversions. Continuous testing and refinement of strategies over time leads to increased conversion rates.

Conversion data analysis

Regular analysis of conversion data provides valuable insights into consumer behavior and the effectiveness of marketing campaigns. Dig deeper into the data to identify patterns, trends and areas for improvement. Analyze conversion sources, demographics and user behavior on your site so you have something to learn from. This information can guide future marketing efforts and help increase return on investment.

Measuring conversions in a stationary store

Measuring conversions is not limited to the online world. For stationary stores, too, there are many ways to monitor and analyze the effectiveness of marketing efforts. The shift from traditional to digital conversion tracking can bring many benefits to retail store owners.

One way to measure conversion in a stationary store is to use loyalty cards. These cards allow customers to be identified and their purchases to be tracked. This allows you to analyze data on repeat purchases, shopping cart values, and determine the popularity of individual products.

Another effective method is to use discount codes or coupons. By giving customers unique codes, you can track how many people have taken advantage of a specific promotional offer. This will allow you to evaluate the effectiveness of your promotional campaigns and determine which ones yielded the best conversion results.

Also, don’t forget about surveys and customer satisfaction studies. By conducting them on-site, you can get direct feedback from store visitors. This will not only help you assess customer satisfaction levels, but also identify areas for improvement that can increase conversions.

Ready for growth?


Measuring conversions is an essential element of effective digital marketing. By tracking and analyzing conversions, companies can optimize their strategies, increase engagement and generate higher revenues. Remember to define conversion goals, implement appropriate tracking tools, and analyze data regularly. This way you will be able to improve your operations and achieve even better conversion results.

About the author
Digital marketing multitasker. Eight years of experience. I combine Google Ads, SEO, content marketing, video marketing and influencer collaboration.

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I have been active in Google Ads, SEO and e-commerce for almost 10 years. Now I share my knowledge and experience on the blog, on social media and in courses, audits and training sessions.


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