Is My Marketing Actually Driving Results? How Much?

The importance of website conversion tracking & reporting.
Marketing Actually Driving Results

Is My Marketing Actually Driving Results? How Much?

The importance of website conversion tracking & reporting.

Most companies looking to increase their volume of new business each month are investing in some form of digital marketing. Although significant resources are invested to drive results, many companies struggle to answer the fundamental question, “is my digital marketing driving the results I want”? The reason for this confusion often involves a lack of effective reporting.

Many digital marketing agencies offer static monthly performance reports or reporting dashboards that don’t answer this question for one important reason: they are not tracking key goals, KPIs, or conversions. Even if marketing is done internally, this issue usually remains. The problem is conversion tracking has not been correctly implemented on your website which is the key in determining if your marketing is driving the results you want.

To evaluate the success of your marketing (and by how much), you need helpful data to analyze. Helpful data comes from your website’s first party data, although custom tracking needs to be set up correctly to capture it. When setup correctly, conversion tracking provides helpful data through Google Analytics about the awareness, engagement, and conversions your website is producing – including details about what channels (PPC, Organic, Direct, Email, Social, Display, Video, etc.) are driving the most performance. 

Setting up conversion tracking correctly on your website is a multi-step process that requires various tools and strategies. The key is to have all paid media campaigns, organic traffic sources, and first-party website data flowing into one place (Google Analytics) so you can truly compare performance and calculate value for each source of website traffic.

To accomplish this, you need the right tools. The Google suite of tools is free and offers all the capabilities you need for effective website conversion tracking.

Here’s the list of Google tools needed for effective conversion tracking and real-time reporting dashboards:

  • Google Analytics
    A free web analytics service offered by Google that tracks and reports website traffic and measures advertising ROI.
  • Google Search Console
    A free tool offered by Google that helps developers, website owners, and SEO professionals understand a site’s Google search traffic and fix issues for better search results.
  • Google Ads (if running paid Google Text Ads)
  • Google Tag Manager
    A free tool offered by Google that allows the management and deployment of analytics tags, marketing tags, and other code snippets.
  • Google Looker Studio (formerly Google Data Studio)
    A free tool by Google that turns data into compelling stories through fully customizable reports and dashboards that are easy to read and share.

Once you have access to these conversion tracking tools at your disposal, the next step is implementing the right conversion tracking strategy. An effective tracking strategy should be multi-pronged and address a variety of separate but integrated steps. These steps should be completed in order – as the insights learned from one step informs the next.

The steps in developing an effective conversion tracking strategy are:

  1. Performing a Conversion Audit
  2. Optimizing Key Landing Pages
  3. Integrating Marketing & Analytics Tracking Tags
  4. Visualizing your Data

Perform a Conversion Audit

A conversion audit can be used to evaluate website conversion rates, although for this discussion it serves two main purposes:

  1. A conversion audit helps you evaluate if you have the right calls to action and conversion options for users on your key landing pages. These callouts include CTA Buttons, phone numbers (with mobile click-to-call enabled), and clickable email addresses, and contact forms. By auditing key landing pages, you can identify any conversion gaps and address them.
  2. A conversion audit also helps you define the key events/goals/conversions on key landing pages that you want to track. Identify what results you are looking to accomplish with your marketing efforts and make sure you are tracking them. When measuring marketing success, some companies have a variety of goals and conversions they want to track, while others are focused on very specific user actions. This exercise helps you streamline what website data is helpful in evaluating the performance of your digital marketing and making sure it’s being tracked.

Optimize Key Landing Pages

Once a conversion audit has been completed and you are clear on the events/goals/conversions you want to track, the next step is making sure the events/goals on key landing pages are clear and easily identified by website visitors.

Make sure your key landing pages are designed in a way that engages and converts target audiences. There is no point in sending potential customers to key landing pages that are not optimized for user experiences or generating conversions. Often, web pages are designed to look great and add value to users with valuable content and engaging images but fail to provide clear calls-to-action or ways to convert. Don’t make this mistake. Work with your website design team to optimize key landing pages so key actions on your site are visible and highlighted to produce better results.  

Integrate Marketing & Analytics Tracking Tags

Once you have determined the key goals/events you want to track on key landing pages and have optimized the content and design to foster better engagement and conversion rates, it’s now time to implement marketing and analytics tracking tags through Google Tag Manager that connect to your Google Analytics account. Using Tag Manager allows you to track button clicks, link clicks, determine how far users are scrolling down a page before leaving it, first-page attribution, and more.

Keep in mind it’s easy to track a wide variety of goals/events/conversions, although be disciplined in selecting the events that help you gauge if your marketing is in driving the results you want. Tracking too many things generates too much data which often leads to data becoming less helpful and insightful. Only track what measures “success” for your business.

Visualize your Data

Google Analytics (GA) provides basic first-party data visualization although GA lacks the ability to further customize or visualize that data. Looker Studio, a free Google tool, offers the ability to connect with your Google Analytics account to turn your data into informative, easy to read, simple to share, and fully customizable dashboards and reports. Use the visual power of data to develop reporting dashboards that report on key events which can be sorted by date and offers period-over-period performance comparisons – so you see what efforts are driving results and which ones are not.

When Looker Studio combines with Google Analytics, you are finally able to track the key marketing events that matter to your business and visually see results in a reporting dashboard. These learnings can be shared with your internal teams and used to evaluate the value and ROI of your other digital marketing investments. When executed correctly, you have access to cross-platform, first part data that clearly identifies the areas of your marketing are working and by how much. Now, you aren’t stuck with a myriad of static, monthly reports and instead you have on-demand conversion tracking and reporting that clearly measures your results, success, and ROI.

If you are tired of being unclear about the impact of your digital marketing investment each month and want clarity on the value and ROI your digital marketing investments are producing, then it’s important to implement conversion tracking on your website. Strategy should dictate media, and key marketing decisions should be informed by data – not intuition.

If you need help with any of these various steps in this process, our team at Organix Digital is here to help with ongoing partnerships or one-off projects. We are a digital marketing healthcare partner based in Austin, TX who work with urgent care providers, specialty clinics, medical centers, and research/diagnostic companies.

If you want to leverage the full power of the internet to grow your business, visit

We offer the following managed services:

  • PPC Management
  • Google Ads Management
  • Facebook Ads Management
  • SEO (Search Engine Optimization)
  • Content Marketing
  • Conversion Rate Optimization

We also offer the following short-term projects:

  • Conversion Audit & Tracking
  • Reporting Dashboard Development
  • Google Analytics 4 Integration
  • Keyword Analysis
  • Competitor Research
  • Local SEO Location Setups
  • Pixel Placements
  • Google Ads Audit
  • Google Ads Setup

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