Conversion tracking is an important part of digital marketing. Without conversion tracking, you wouldn’t be able to measure your ROI on marketing. You may have spent $100 on Website A and $100 on Website B on display advertising. Website A may have given you 100 clicks and website B may have given you 200 clicks. Now this doesn’t mean that website B is giving you better ROI. How many people convert into customers is more important than clicks and leads!
Google Analytics gives a way to measure how many people converted from which source using UTM tracking codes. UTM, also known as Urchin Traffic Monitor are URL parameters which go in the URL. You need to build different UTM codes for different traffic sources. For example, here’s how my UTM code would look for Facebook Ads:
You can visit this page to build your own UTM coded URL. Google analytics and other analytical softwares such as Kissmetrics pickup this UTM tracking codes and give you information about the conversions.