Source tracking and conversion tracking: Two key ad tracking metrics to monitor
Businesses track multiple ad metrics, such as the page value, bounce rate and impression, to monitor buyer behavior and build targeted lead generation strategies. But trying to track all of the metrics at once can be daunting, especially for software marketers who are new to their role or web analytics.
We recommend focusing on two key metrics — source tracking and conversion tracking — to measure the success of pay-per-click (PPC) campaigns. Using a limited number of parameters will also make the analytics reporting process easier and simpler to understand.
Source tracking provides information about the source of traffic (e.g., social media, search engine) to a webpage. It helps you understand which marketing channels drive more traffic. Investing in sources that generate greater traffic and visibility will boost campaign ROI as well as increase the chances of conversion.
Conversion tracking, on the other hand, tracks the number of people who click on an ad or a unique link and then become a customer by completing a form, making a purchase, subscribing to a newsletter or similar actions. Conversion tracking helps identify ads, keywords and listings that enhance lead generation and sales pipeline volume.
Both source tracking and conversion tracking are key components within the broader ad tracking toolkit, and provide data and insights that marketers should use to continue to plan and guide future lead gen campaigns.