Measure the outcomes of your advertising and marketing campaigns.
Before you can improve the effectiveness of your advertising and marketing campaigns, you'll need to track conversions. A conversion is an activity on your site that is important to the success of your business. For sales oriented websites, you should track:
- micro conversions, for example, signups for your email newsletter, account creations, and other activities that often precede a purchase
- macro conversions, i.e. sales transactions
email sign-up (micro conversion) > create account (micro conversion) > purchase
Listen to a brief explanation of micro and macro conversions.