1. A Sale
This is the holy grail of conversions – the ability to measure when a sale has taken place. Ideal for e-commerce sites, advertisers can put a bit of code on the checkout page of their online shopping cart. When they see a lead that has come from a particular ad campaign visit that page, they can tie that sale (conversion) back to the advertising campaign and calculate ROI.
2. A Form Fill
For those advertisers who don’t sell their product online (think auto dealers, colleges, dentists, B2B firms), a form completion can show serious intent from a prospect. It can even be used to measure ROI. (Advertiser: “I’ve learned that I get one new patient for every six form completions, therefore twelve form completions equals two new patients. Two new patients are worth $X, justifying the investment in the ad campaign.) There’s one big problem with the form fill as a conversion metric – so many of us won’t complete a form – even if we have a high intent to purchase. That means that in the previous example, the dentist probably got more than just two new patients. Surely there were patients that called or walked in but didn’t complete the form for any number of reasons.
3. Email Newsletter Signup
Considered the “sale before the sale,” this conversion is ideal for the prospect who isn’t ready to buy but is willing to be put on a mailing list. This kind of conversion is considered a partial victory because money hasn’t exchanged hands, but the prospect is clearly in the advertiser’s purchase funnel. Like the form fill though, many people are fed up with SPAM and are unwilling to be placed on an email list.
4. The View-Through
This is not a traditional conversion in the sense that the prospect took action when they arrived at the advertiser’s website. But it can be a great metric for getting an advertiser off of the CTR metric. With the right pixels in place on the advertiser’s website, we can measure how many prospects who saw the ad, later came to the site – whether they clicked the ad or got there through a Google search or other method. Again, this conversion doesn’t indicate additional action beyond the visit, but it is a valuable way of showing how users who saw the ad showed interest by visiting the advertiser’s site.
5. A Walk-In.
With geo-fencing technology, we have the ability to place a conversion zone around an advertiser’s location. When a prospect who has been delivered an ad after visiting a target zone later visits the conversion zone, we count this as a conversion. Most advertisers agree that if an ad does the work of driving the prospect to their physical location, they have the skills to close the deal and make the sale. For this reason, geo-fencing conversion metrics are incredibly popular with ROBO (research online, buy offline) businesses.
6. A phone Call
7. Request For Quote