Conversion Tracking Tools: Monitoring and Optimizing Campaign Performance

conversion tracking tools

Welcome to our blog on “Conversion Tracking Tools”! In the ever-evolving world of digital marketing, tracking conversions is essential to measure the effectiveness of your campaigns and optimize your marketing efforts. Conversion tracking tools provide invaluable insights into user behavior, allowing you to track and analyze key actions that lead to desired outcomes, such as purchases, form submissions, or sign-ups. In this blog, we will explore a variety of conversion tracking tools that can help you gain a deeper understanding of your audience, improve campaign performance, and drive meaningful results. Get ready to unlock the power of conversion tracking and take your marketing to new heights!

What is a conversion tracking tool?

A conversion tracking tool briefly shows what happens after customers interact with your website or marketing campaigns and ads.

Conversion tracking tools are a must-have because, without them, you’ll be unable to judge the performance of your campaigns and make smarter decisions to improve your marketing effectiveness.

What is traditional conversion tracking in Google Analytics?

For a long time, Google Analytics goals have been the go-to solution for tracking conversions, and for a good reason. Google Analytics provides valuable information about website visitors, bounce rates, and the success of your campaigns in driving conversions to your website. However, it needs more context to understand why visitors take specific actions.

Moreover, Google Analytics could more efficiently track offline conversions, such as phone calls or in-store visits. If your goal is to drive conversions and sales, more than relying on Google Analytics is required.

Google Analytics is great at tracking website clicks but needs to catch up when tracking conversions and comprehending the client journey. It is advised to integrate Google Analytics with conversion tracking tools to acquire deeper insights and optimize your ads for better outcomes.

Integrating conversion tracking software with Google Analytics allows you to access valuable insights that help you optimize your marketing campaigns online and offline. This combination provides a more comprehensive understanding of your marketing performance and return on investment (ROI).

Using conversion tracking software alongside Google Analytics bridges the gap between online and offline conversions, providing a complete picture of your customer’s actions and behaviors. This enables you to make data-driven decisions and optimize your campaigns to drive better results and increase conversions. All in all, utilizing Google Analytics tips can enhance your understanding of conversion data, enabling you to optimize your campaigns effectively for higher conversions.

Things to consider when choosing a conversion tracking tool

When evaluating a conversion tracking tool, there are a few things you should look out for to help you get the most value for your money.

Full-funnel approach to conversions

Inspect your technology to see if it can capture the whole customer journey. Investing in a complex system that will disregard more than half of the route is pointless.

Offline conversion tracking capabilities

Making budgeting decisions that can affect how you produce conversions requires complete visibility into the success of your offline and online channels.

Always check that your conversion tracking solution can easily connect your online and offline data if your company relies on phone calls or other conventional techniques to close deals.

Ability to integrate with different tools

It is good if your conversion monitoring program can connect to your CRM and other reporting tools.

Integrating with your CRM will give you total visibility into your client journey and enable you to use your media budget more wisely.

Best Conversion Tracking Tools

Conversion Tracking Tool : Ruler logo

Ruler is first on our list. You’ll realize why we may seem biased once you’ve seen it.

Ruler is a closed-loop marketing attribution that monitors every anonymous visitor across several sessions, the source of their traffic, and their keyword usage.

Ruler connects the user’s information to their marketing touchpoints after an anonymous visitor converts into a lead and sends the resulting data to your CRM.

As a result, conversion and marketing data are added to the sales team’s system, enabling them to better understand each prospect before contacting them.

The revenue information is automatically pushed back into the Ruler Analytics dashboard once a lead becomes a customer or sale. In this case, the crucial touchpoints to the transaction are to blame.

You can integrate this revenue data with Google Ads, Analytics, and more to measure marketing ROI straight from the reporting tools you use daily.

  • Customer journey tracking: View exactly which marketing channels and pages your visitors engage with before converting into a lead or sale.
  • Marketing attribution: Automatically attributes revenue to back the marketing source and touchpoints that played a role in converting leads into deals.
  • Opportunity attribution: Tracks and streamlines your sales pipeline so that you can focus on the marketing channels that have the greatest impact on your opportunities.
  • Offline conversion tracking: Measure which marketing tactics resulted in offline sales or other valuable customer actions.
  • Live chat tracking: Matches live chat conversion events to the click that drove the interaction.


for Ruler starts at £349 a month. You can save 20% by paying annually, and there are also discounted rates for agency partners.

 adinton technologies logo

Adinton keeps track of your marketing expenditures, clicks, and conversions before giving you data on how each channel performed and, more significantly, whether you are investing too little or too much.

After the data has been gathered, Adinton provides advice on how to enhance the effectiveness of your campaigns and use your marketing resources most efficiently.


From $79/month

Best for: 

All-in-one suite of marketing tools.

Conversion Tracking Tool : adjust logo

Adjust is a powerful platform created to enhance your mobile applications’ functionality. You may trace which advertisements resulted in conversions with this tool, right down to the ad creatives your users saw.

They immediately interact with more than 2,000 advertising partners, making it simple for you to set up and begin collecting campaign data.


Available on request

Best for: 

Businesses that revolve around a mobile app.

adobe analytics

Another analytics tool you can use to keep tabs on website traffic and conversions is Adobe. You may drag and drop data visualizations using Omniture’s versatile user interface for efficient reporting.


Available on request

Best for: 

Enterprise Companies who want to know their users engage with their products and services.

Conversion Tracking Tool : logo

With a funnel, you can rapidly evaluate all the campaign data from each channel in one location, allowing you to assess which channel generated the most profitable conversions.

Using this tool, you can easily review your campaign data across all channels, helping you spend your media budget more wisely.

Additionally, you may import the data into Google Analytics, Sheets, and Google Data Studio.


Available on request

Best for: 

Businesses that revolve around a mobile app.

google analytics logo

The most popular web analytics tool for tracking website traffic. Google Analytics can show you what happens to customers when they interact with your advertisements, including whether they buy something, subscribe to your email, phone your company, or download an app.



Best for: 

All data-driven marketing teams.

Conversion Tracking Tool : logo

Without any conversion tracking code, Heap automatically records all user interactions from iOS and Web apps. It lets you measure data in detail and monitor how certain people use your services.


Available on request

Best for: 

Non-technical teams. logo

A behavioral analytics tool called KissMetrics creates individual IDs for each website visitor and keeps track of interactions like clicks, pages visited, and conversions. It offers important information on the marketing strategies leading to the highest-value conversions for your company.


From $299.00 per month

Best for: 

SaaS and eCommerce businesses.

Conversion Tracking Tool : matomo analytics logo

Matomo, formerly known as Piwik, is an open-source analytics platform that offers both cloud and on-premise hosting options. Many sophisticated capabilities you’d anticipate in an analytics platform, including conversion monitoring, are included in Matomo, which is simple to set up.


Free and paid

Best for: 

All data-driven marketing teams.

mixpanel logo

A/B testing, predictive analytics, and conversion monitoring are all provided by Mixpanel. Users can examine how and why their users engage, convert, and remain across web, mobile, and smart device platforms using a service like Mixpanel.


Free and paid

Best for: 

Businesses interested in learning more about how customers interact with their goods and services can benefit greatly from customer interaction analysis. This process involves collecting and analyzing data on customer behavior, preferences, and actions to gain insights into their interactions with the business.

Customer interaction analysis can be conducted through various methods, such as surveys, interviews, feedback forms, social media monitoring, website analytics, and transactional data analysis. By examining these interactions, businesses can understand customer needs, preferences, pain points, and satisfaction levels.

The insights from customer interaction analysis can help businesses make informed decisions about product development, marketing strategies, customer service improvements, and overall business growth. It enables businesses to tailor their offerings to meet customer expectations, identify areas for improvement, and enhance the overall customer experience.

webtrends logo

Webtrends is another analytics tool that offers useful information to promote sales and consumer engagement.

It revolutionizes how you interact with your consumers by offering more control over audience segmentation, driven by data tracking and client behavior.


Enterprise package from $900/month

Best for: 

Enterprise Companies who want to know their users engage with their products and services.


Congratulations on completing our comprehensive guide on conversion tracking tools! By utilizing these powerful tools, you can track and optimize conversions, gaining valuable insights into your marketing performance. Remember, effective conversion tracking is an ongoing process that requires continuous monitoring, analysis, and optimization. Keep experimenting with different tracking methods, refine your strategies, and adapt to changing market dynamics. By leveraging conversion tracking tools, you can make data-driven decisions, optimize your campaigns, and achieve higher conversion rates. Best of luck in your journey to maximize your marketing efforts and drive successful conversions!

Also read : How To Create A Customer Journey Map Template To Identify Potential Gaps


What are conversion tracking tools?

Conversion tracking tools are software or online services that allow marketers to track and measure users’ actions on their websites or landing pages that lead to desired outcomes, such as purchases, form submissions, or sign-ups. These tools provide valuable data and insights into user behavior, enabling marketers to evaluate the effectiveness of their marketing campaigns.

Why is conversion tracking important?

Conversion tracking is crucial because it helps marketers understand the impact of their marketing efforts. Marketers can identify which channels, campaigns, or keywords are driving the most valuable actions by tracking conversions. This information enables them to allocate resources effectively, optimize campaigns, and maximize their return on investment (ROI).

What types of actions can be tracked with conversion tracking tools?

Conversion tracking tools can track various actions depending on the marketer’s goals. Common actions include online purchases, form submissions, newsletter sign-ups, app downloads, phone calls, and website registrations. Conversion tracking tools provide insights into the number of conversions, conversion rate, and other relevant metrics associated with these actions.

How do conversion tracking tools work?

Conversion tracking tools typically involve placing a tracking code or pixel on the website or landing page. This code collects information about user interactions and sends the data back to the tracking tool’s platform. Marketers can then access this data to analyze conversions, attribute them to specific campaigns or channels, and make data-driven decisions to optimize their marketing strategies.

What are some popular conversion tracking tools?

Several popular conversion tracking tools are available in the market. Google Analytics offers robust conversion tracking capabilities and integrates with various platforms. Facebook Pixel is widely used for tracking conversions on Facebook ads. Other notable tools include Hotjar, Mixpanel, and Kissmetrics. Choosing a tool that aligns with your specific tracking needs and integrates well with your marketing channels and platforms is important.

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