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“If you can’t measure it, you can’t improve it.”
Renowned Management Guru, Peter Drucker (1909-2005)
There’s always room for improvement, right? But, if you don’t measure, what does improvement even mean? Measurement is the foundation for building strong, successful campaigns. Collecting conversion tracking data is a valuable tool that lets you see what’s working and when it’s working. Knowledge is power. Power to improve your campaigns; attract more visitors; get more conversions.
Without question, conversion rates are the single most important metric in digital marketing. Think about it. Everything you do in online marketing is designed to convert visitors to your website into supporters. That’s the whole point!
Every organization wants more conversions. It’s great that visitors to your site find the information you offer useful and educational, but the ultimate goal is to use that content to turn them into supporters.
The power of Google Ad Grants is expanded through the use of additional free tools such as Google Analytics and Google Tag Manager to track conversions. The process includes several steps to help you track meaningful conversion actions, from determining goal types and categories to setting goal values and setting up conversion windows and attribution models. It can be a bit overwhelming. Fortunately, our expert staff can not only set it all up for you but explain it in easy-to-understand terms.
Tracking your conversion rate can help you in many ways by providing insight into your best performing content, keywords and landing pages.
Identify Your Conversion Goals
It’s important to track as many legitimate goals as possible. Google Analytics and Google Tag Manager enable you to track each and every action. A list of possibilities to get your creativity flowing includes:
Monetary Goals
- Donations
- Ticket sales to events
- Purchasing branded merchandise
- Signing up for memberships
Non-Monetary Goals
- Email newsletter signups
- Requesting volunteer information
- Filling out contact forms
- Watching videos
- Downloading PDF resources
- Clicking certain buttons
- Scrolling to the bottom of a very long article
Improve Campaigns
Swinging wildly at a piñata while blindfolded at a party is fun. When it comes to investing resources on campaigns, not so much. When you track your conversion rate, you gain access to data that points to what is working and what isn’t. Why continue to invest time and money on campaigns that don’t work? With that valuable information you can develop new strategies and tactics that improve your campaigns and outcomes.
Identify Successful Content 
Tracking conversions can let you know which content is driving the action. It’s not only about what people are searching for, but whether or not your content satisfied their search. Did it supply the answers or information they wanted? Repurpose that valuable content and use it for continued success. If it’s a blog post, reconfigure it, or parts of it, as an infographic or use it in an email campaign. Think of it as recycling. It can also help you create better content in the future.
Improve Website User Experience
Yep, we’re back to user experience! Many marketing pros list the conversion rate as the most useful analytic for showing how well a landing page is performing. But, you can’t use your conversion rate statistics if you aren’t, well, collecting them. I know, crazy, right?
Use conversion tracking to improve your website’s overall experience for potential supporters. Fewer people will bounce, and you’ll get more hits on the pages you want visitors to see. You can’t get them to take action if they never reach the right page!
We’ve said it before, and we’ll say it again. We’ve all closed a browser window because we can’t find what we’re searching for or we’ve gotten lost on a landing page that’s convoluted. Our attention spans are short. And those lost visitors? They will jump on another site with a similar mission faster than you can blink!
The Google Ad Grant is a great opportunity for nonprofit organizations to tell their stories to help fulfill their mission. Find out how the Google Ad Grant works and let us know how Nonprofit Megaphone, one of the first nine agencies globally to receive Ad Grants Certified Professional status from Google, can help you grow your conversion rate. We love helping nonprofit clients succeed.
