All Conversions Aren’t Created Equal

At Five Star SEO, we pride ourselves on our transparency and commitment to our clients’ success. In the ever-evolving world of digital marketing, understanding the nuances of your campaign’s performance is crucial. Recently, we received a Google Ads report from a company that included many results, notably conversions. This prompted an important question: What exactly are these conversions? What is being tracked? That part wasn’t in the report.

The Ambiguity of Conversions

Conversions in digital marketing can be a broad term, encompassing users’ actions on your website. However, not all conversions are created equal. While a conversion can be anything from someone landing on a page to completing a purchase, not all of these actions hold the same value for your business.

Understanding Different Types of Conversions

To make informed decisions and truly gauge the effectiveness of your campaigns, it’s essential to understand what your agency considers a conversion. Here are some common types of conversions and their implications:

1. Page Views:
   • What it is: When a user lands on a specific page of your website.
   • Value: While it indicates interest, it doesn’t necessarily equate to a lead or sale.
2. Add to Cart:
   • What it is: When a user adds an item to their shopping cart but doesn’t complete the purchase.
   • Value: Shows product interest but isn’t a final sale.
3. Form Submissions:
   • What it is: When a user fills out a contact form or requests for more information.
   • Value: High potential as it represents a direct inquiry, but follow-up is essential to convert it into a sale.
4. Phone Calls:
   • What it is: When a user calls your business directly from a call extension in your ad or website.
   • Value: High potential lead, assuming the call leads to a productive conversation.
5. Completed Purchases:
   • What it is: When a user completes a purchase on your website.
   • Value: The ultimate goal for e-commerce businesses is directly impacting revenue.

Asking the Right Questions

To ensure you’re getting the most out of your digital marketing efforts, asking your agency the right questions about conversions is imperative. Here are some key questions to consider:

1. What actions are being tracked as conversions?
   • Understand if they track page views, add-to-cart actions, form submissions, phone calls, or completed purchases.
2. What weight or value is assigned to each type of conversion?
   • Know if all conversions are treated equally or if some are considered more valuable.
3. How do these conversions align with our business goals?
   • Ensure the conversions being tracked are relevant to your specific business objectives.
4. What steps are taken to follow up on leads?
   • Verify if there is a system to follow up on form submissions and phone calls to maximize their potential.
5. How is conversion data used to optimize our campaigns?
   • Check if the data is being utilized to refine and improve the performance of your campaigns.

The Five Star Difference

At Five Star SEO, we believe in full transparency with our clients. We provide details on each type of conversion and its value to your business. We aim to ensure you understand exactly what’s tracked and how it impacts your bottom line. We tailor our approach to align with your business goals, focusing on conversions that genuinely matter.

In conclusion, not all conversions are created equal. By understanding what is being tracked and its value, you can make better-informed decisions about your digital marketing strategies. At Five Star SEO, we are committed to helping you achieve meaningful results through clear, transparent reporting and strategic optimization.

If you’re ready to partner with a digital marketing agency that prioritizes transparency and your success, contact Five Star SEO today. Let’s make your marketing efforts truly count.