Conversion Analytics

Whether your online business is the simple step-by-step purchase process or non-linear weeks-long multi-visits persuasion, TrackSite will analyze its complete conversion metrics, including conversion rates and conversion funnel metrics. TrackSite is capable to uncover conversion metrics for arbitrary sources, targets and processes. Analysts can view funnel graphs of buyer conversions and customize these diagrams to get a deeper view of revenue generation process or visitors behavior.

TrackSite includes specialized reports that present conversion metrics and analytics for arbitrary conversion sources/targets, as well as measure multiplicative series of conversion rates along arbitrary conversion funnels. This allows tracking conversion statistics (rates, ROI etc.) for online advertising campaigns, landing pages, content items, arbitrary sources of visitors, sources of online customers acquisition, online business segments. In particular, TrackSite provides conversion analytics for all types of referrers, including:

specific search phrases or user-defined groupings of search phrases;
organic search results;
sponsored search results ads (e.g. AdWords) and contextual ads (e.g. AdSense);
pay-per-click (PPC) ads;
banner or text ads;
email campaigns and signature links;
reciprocal links;
forum postings and signature links;
specific web site sections and pages;
type-ins and bookmarks;
download links/referrers; etc.

Being able to measure conversion metrics analysts (marketers, online business strategists) can use it for projecting ROI and cash flows (including planned similar marketing actions), as well as improve conversion rates, e.g. increase landing page conversion rate or achieve better web site ROI.

Since accuracy of conversion metrics is highly sensitive to accuracy of visitor identification, TrackSite reports reliable conversion data that accurately reflect real numbers. TrackSite means accurate and reliable conversion metrics that analysts can trust (see Accurate Web Analytics).

The unique benefit of TrackSite is the ability to deliver conversion analytics retrospectively. No need to set up conversion targets and sources upfront to have conversion analytics for those sources/targets lately. Imagine that you have 3 months of tracking and decide to analyze conversion statistics for that period. With traditional web analytics tools you would need to set up conversion targets and wait yet another 3 months for conversion data to accumulate for those newly configured targets. TrackSite makes difference. With TrackSite you can set up conversion targets ex post and apply them to past tracking periods retrospectively to get conversion analytics for last 3 moths immediately - time is money.

This unique capability of TrackSite enables analyst to immediately calculate conversion rates and funnels for sources and targets that one has never thought of before. In turn, this allows for quick hypothesis testing for wide range of conversion targets and sources.

In fact, the inadequately small number of conversion targets (only main, e.g. checkout) that are regularly used with traditional web analytics tools is the direct consequence of limited nature of these tools, since every target requires upfront planning and prior configuration -- weeks before they accumulate enough data to answer analyst's questions. This makes conversion analytics prohibitively costly and forces analysts to analyze only handful of the most obvious conversion targets (usually, monetary conversions only). But in reality web site has multitude of conversion sources and targets that their analytics is crucially important for optimization of online business and that are completely ignored due to limitations of traditional web analytics tools. TrackSite makes difference. Conversion analytics for arbitrary sources and targets, even those that have never been thought of before, can be produced with just a few clicks to immediately test hypothesis or answer various "what if ...?" questions to better understand online business.

In general, because conversion rates allow making inference about visitors behavior patterns, TrackSite's conversion metrics capabilities have much wider applications than just measuring conversions rates of online advertising and web site ROI, and allow comprehensive visitors behavior analysis by evaluating various types of on-site conversions.

Conversion Analytics

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