The mutation is the job of others. This is the background to my idea and approach that no ad campaign should be launched if we can’t verify the results. The free Google Analytics tool offers much more than just the number of page visitors: information about the movements of your website visitors, what channels your visitors came from, and what actions influenced your purchase decision. Analytics reminds the initiator that adding an analytics tool to a website alone is not enough, but goal-based tracking is needed.  

According to a local SEO Agency, the goal of a website is to increase a company’s sales, but necessarily the actions of customers are not so straightforward. Sales goals can include filling out a form, subscribing to a newsletter, downloading a guide / other content, or submitting a request for a quote. A goal set on a website can be one stage in a customer’s buying process that facilitates sales, a conversation between the customer and the sale, or contract negotiations to begin bidding. The key is to understand how the sales of your business are done through online channels and how the various stages of sales and the customer can be measured.


The goal of e-commerce is clear, but how could you measure the performance of a website without e-commerce. Often, a website is built statically like a traditional brochure that does not encourage the customer to contact you. How could you make your website more engaging and direct customers to targeted actions, use your website to gather potential customers as recipients of your marketing communications, serve attractive and personalized content – and increase sales through your website? The ultimate goal may be sales, but other goals that support sales can be added to the website, such as subscribing to a guide or other content, subscribing to a newsletter, and more. 


Your website will not benefit your business if no one visits it. Search engine visibility can and should be affected – with paid or unpaid measures Often it is enough for us that the website can be found by our own staff and familiar customers, but have you tried to reach new customers, for example through social media marketing, or produced content with the idea that you are attracting a new customer? Do you know what these customers are doing on your website?


Conversion is a term familiar to many marketing professionals. It tracks the goals of the website and provides guidance on how the website works. When you start marketing, it’s a good idea to make sure every aspect of the network works: you shouldn’t drive paid traffic to your website if your visitors aren’t converting into leads or customers. 

An example of the importance of conversion in website development:

The goal is to increase sales by € 5,000 per month. The current conversion of the online store is 0.7% and the website visits are about 9,000 / month. This means that 0.7% of website visits are converted into an online store purchase.

The current conversion of 0.7% means 63 purchases during the month, with an average price of € 100. Monthly sales € 6,300.

In order for sales to be € 11,300> 50 more purchases per month are needed (113 purchases in total), in which case either the number of website visits should increase from 9,000 visits to about 16,150 visits per month or the website should aim to increase its conversion rate by 1.25%.

In this example, with an e-commerce conversion of 2%, sales would be € 18,000.

This example illustrates the idea that increasing advertising is not always the solution to the challenges of selling online. Conversion can be improved by improving the website experience, reliability, targeting, content, and directing the customer toward the purchase.


Purchasing is not straightforward and the final purchasing decision can be influenced by many channels and content. You can measure conversions from Google Analytics, but the Conversion Traffic Source report shows the action generated by the last click.

Here’s an example from a Google Analytics account that shows the impact of different channels on your final purchase decision. Social media channels have a role to play in supporting the buying decision, but reports on buying may appear weak. At this point, however, it is necessary to analyze the whole, not the conversion produced by the last channel, which would not necessarily have taken place without the influence of the other channels.

Free Google Analytics and Facebook Advertising Tool tracking allow for more accurate tracking of your website. These website goals or e-commerce conversion functionalities are not enabled by default in Google Analytics but are added to the website according to the goals set for it.