What is conversion tracking?

Conversion tracking measures when visitors complete desired actions on your website — form submissions, purchases, sign-ups, downloads, or demo bookings. Without it, you are spending marketing budget blindly. Setup: 1) Define conversions — what actions matter to your business? For B2B: form submissions, demo requests, free trial signups. For e-commerce: purchases, add-to-cart, checkout initiation. 2) Implement tracking — Google Analytics 4 events (recommended): tag each conversion action with gtag or Google Tag Manager. Set the event as a conversion in GA4. Facebook/LinkedIn pixels: install platform-specific pixels for ad attribution. Server-side tracking: send conversion events from your backend for accuracy (avoids ad blocker interference). 3) Attribution — assign conversions to traffic sources. GA4 default is data-driven attribution. For B2B with long sales cycles, CRM-based attribution (connecting web conversion to closed revenue) gives the complete picture. 4) Reporting — track conversion rate (conversions/sessions), cost per conversion (ad spend/conversions), and conversion value (revenue per conversion). Common mistakes: tracking too many micro-conversions (page views are not conversions), not tracking form submissions server-side (client-side tracking misses 10-20% due to ad blockers), and not connecting web conversions to CRM revenue.