Why Is Conversion Tracking Important?
The objective of your advertising is to get the public thinking about you and get them interested in what you have to offer. You should keep a close watch on the actions taken by those people whose interest you are able to spark. A person can show interest in a number of ways: visit your website without bouncing, call a number to speak to someone, or fill out a landing page form to gain access to more information. Conversion tracking tools tell you which type of actions actually become leads.
By tracking these actions, you gain information about prospective customers. This information can be used for lead nurturing techniques to continue communication with these people who have already expressed interest, hopefully building a relationship and brand loyalty.
Conversion tracking software typically offers a way to capture form data into a stored database, call tracking and recording, and website traffic information. All of these tracking methods provide you with a way of calculating ROI of your advertising and marketing practices. It also gives you concrete answers as to which geographic region, media type, creative, or message is performing best.
Having this type of data allows you to confidently make more cost-effective decisions regarding your marketing and advertising as well as gives you the power to A/B test with more accurate results.
Also read on - landing page advertising, media analysis