Are you struggling to measure the success of your digital health marketing campaigns? If so, you’re not alone. Tracking conversions can be challenging, especially in the complex world of healthcare. However, it’s critical to track conversions to optimize your campaigns and grow your revenue.
In this blog post, we’ll provide you with a comprehensive checklist to help you track conversions effectively. This checklist covers all essential aspects of conversion tracking, from defining goals and mapping the customer journey to setting up various tracking pixels and integrating with your CRM system.
So, let’s get started!
Map Your Customer & Event Journey
The first step in tracking conversions is to map your customer journey. This involves identifying the key actions users take on their journey to becoming a customer. Once you’ve identified these actions, you can develop a measurement plan to track them and define your key metrics and KPIs.
To develop an event tracking spec sheet, you’ll need to identify events to track, relevant pages and triggers, channels, and tracking codes. Some examples of events to track include demo requests, form submissions, content downloads, initiated calls, and initiated chats. We recommend using our event tracking spec sheet template to help you get started.
Set Measurable Goals for Each KPI
Once you’ve defined your key metrics and KPIs, it’s important to set measurable goals for each one. For example, if one of your KPIs is to increase demo requests, you might set a goal of a 20% increase in demo requests within the next three months.
Set up Google Tag Manager (GTM)
Google Tag Manager (GTM) is a powerful tool that can help you manage all your tracking pixels in one place. Here are the steps to set up GTM:
1. Create a GTM account
2. Install GTM on all domains
3. Activate all built-in variables in GTM
4. Create a click listener (all click trigger) in GTM
5. Create triggers based on the event tracking spec sheet
6. Create tags for Facebook, LinkedIn, Google Ads, and GA4
7. Preview & debug: test all tags to ensure correct firing
Set up Facebook Pixel
The Facebook Pixel is a tracking pixel that allows you to track conversions and create custom audiences for your Facebook Ads campaigns. Here are the steps to set up the Facebook Pixel:
1. Create a Facebook Ads Manager account
2. Confirm domain & install Pixel
3. Set up Conversion API
4. Add Facebook pixel tag to GTM (all pages)
5. Implement custom events via GTM
6. Create audiences in Facebook Ads Manager
7. Link audiences to Facebook campaigns
8. Create Facebook conversion tags and triggers in GTM
9. For non-standard conversions, create “custom conversions” in Facebook Ads UI
10. Apply UTM URL tracking code to all campaigns
Set up LinkedIn Pixel
The LinkedIn Pixel is a tracking pixel that allows you to track conversions and create custom audiences for your LinkedIn Ads campaigns. Here are the steps to set up the LinkedIn Pixel:
1. Create a LinkedIn Ads Manager account
2. Add Linkedin Insights 2.0 tag to GTM (all pages)
3. Create conversion events and trigger via GTM
4. Apply UTM URL tracking code to all campaigns
Set up Google Ads Pixel
The Google Ads Pixel is a tracking pixel that allows you to track conversions and create custom audiences for your Google Ads campaigns. Here are the steps to set up the Google Ads Pixel:
1. Create a Google Ads Manager account
2. Install and link Conversion Tracking
3. Add Google Ads remarketing tag to GTM (all pages)
4. Link Google Ads and Google Analytics + import Google Analytics
In conclusion, conversion tracking is an essential component of any digital health marketing strategy. By following the steps outlined in this checklist, you’ll be able to effectively track conversions and optimize your campaigns to maximize your ROI.
Don’t forget to set measurable goals for each KPI, and use GTM and tracking pixels to manage your data and ensure accurate tracking.
To make things easier, we’ve created a conversion tracking checklist that you can download for free. This comprehensive checklist covers everything we’ve discussed in this post and more. Download the conversion tracking checklist.
If you’re feeling overwhelmed or confused, don’t hesitate to schedule a free consultation with us. Our team of experienced growth consultants can help you navigate the complexities of digital health marketing and develop a customized strategy to meet your business goals.
Download our conversion tracking checklist and schedule your free consultation today at mightyorbit.co.