9. February 2022

Several ways to measure conversion

Tips & Tricks

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by Katrin Nebermann

Several ways to measure conversion

The definition of website goals and their measurement is one of the central tasks of web analytics. The effectiveness of marketing measures can be checked with the help of the website goals. This involves looking at how many users have been “converted” to a desired action on the website. This is why we also talk about conversion campaigns and conversion tracking. Website goals can be specific actions such as an order, an inquiry or registration. On websites that are financed by display ads, the aim is to achieve a high level of engagement, i.e. as many page views and visitor dwell times as possible.

A distinction is also made between micro and macro conversions. Micro conversions are intermediate steps towards the actual main goal of the website. Micro conversions can therefore provide a good indication of the quality of campaign traffic beyond the bounce rate. Micro conversions can be a direct sub-step of a target process, such as adding products to the shopping cart as part of the ordering process. However, a micro conversion can also be more distant or independent of the main goal, such as a newsletter registration, the download of a brochure or the calculation of credit rates.

A distinction can also be made between monetary and non-monetary targets. A monetary value can result directly from the order value, but can also be assigned on the basis of your own weighting.

The following measurement options are available in etracker analytics:

Option	Tracking basis	Target type	Advantages	Notes
Website target system in the application	Selection and combination of recorded events and page views — Length of stay or page views per visit	Non-monetary targets or order processes (check-out) — Commitment	Simple installation without changing the source code, independent of IT	When uploading conversions to Google Ads, make sure that orders via website destinations and eCommerce are not uploaded twice.
Parameters in the etracker code	Transfer on page view	Especially for leads such as inquiries and registrations	Easier implementation compared to eCommerce API	No comprehensive eCommerce reporting possible Find out more here: https://www.etracker.com/docs/integration-setup/tracking-code-sdks/tracking-code-integration/parameter-setzen/
etracker eCommerce API (Code)	Manual integration into the store or via store plugin	Creation of eCommerce events for product lists, product pages, shopping list, shopping cart, order	Analysis of the complete eCommerce funnel at product and category level
Google Enhanced Ecommerce Grabber	Directly integrated Enhanced Ecommerce Tracking Code (not via GTM)	Creation of eCommerce events for product pages, shopping cart, order	Use of existing implementation or various plugins possible

You can find more information on the respective options in our documentation.

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Several ways to measure conversion