Tracking Micro Conversions with Event Tracking for Improving SEO Campaigns
Conversions. The one metric we all know we should be focusing on, and yet it's the one thing that gets overlooked the most. So many of us focus on just one main conversion point, and forget how many other types of visitor engagement exist on our sites. These other engagement points, or less-important conversions are what experts call "micro conversions."
World-renowned analytics expert Avinash Kaushik is a strong supporter of the use of micro conversions. In his Excellent Analytics Tip series, he explains the benefits of tracking both micro and macro conversions:
3. It will force you to understand the multiple persona's on your website, trust me that in of itself is worth a million bucks. It will encourage you to segment (my favorite activity) visitors and visits and behavior and outcomes. Success will be yours.
When you understand your various visitor personas, you can create better targeted content, value-adds and better messaging overall. This will only strengthen your SEO campaign and will help guide you to improving your conversion rate and the ROI of your SEO efforts.
Event Tracking in Google Analytics
One of my favorite ways to track micro conversions is with event tracking in Google Analytics. Before I walk you through how to setup events, let's first make sure we understand the difference between events and your traditional goals in Google Analytics.
In the past, a goal in Google Analytics was when any action a visitor would take on your site that took them to a confirmation page. When the visitor reached that confirmation page, Google Analytics would count it as a goal completion.
An event, on the other hand, is when a visitor takes action on your site and there is no confirmation page. A good example of this would be when someone clicks a "Follow Me on Twitter" link on your site. It takes the visitor off of your website and makes you unable to add conversion tracking code to their destination page (because it lives on Twitter.com).