This article provides best practices for conversions to track, conversion windows, and conversion count by vertical to help you get the most out of Conversion Tracking. For more information on Conversion Tracking, see the Conversion Tracking Overview.

Retail

• Conversions to Track:
  • Get Directions, Order Online, Buy Online, Pick-up in Store.
• Conversion Window:
  • A short conversion window is recommended for less expensive items, but a longer window makes more sense if the brand is optimizing for more expensive items. This is because consumers tend to do more research before they purchase expensive items.
• Conversion Count:
  • This should usually be marked as ‘Every’ because as a retail brand, every transaction is distinct and valuable to your business.

Food

• Conversions to Track:
  • Order Online, Get Directions, Call Now, Make Reservation.
• Conversion Window:
  • A short conversion window is generally recommended because most food purchases do not involve much research, as customers tend to search in the moment they want to order or visit a location.
• Conversion Count:
  • This should usually be marked as ‘Every’ because as a food brand, every transaction is distinct and valuable to your business.

Healthcare

• Conversions to Track:
  • Book an Appointment, Receive Free Consultation, RSVP, Submit Application.
• Conversion Window:
  • A long conversion window is recommended because patients tend to do a lot of research before selecting a health system or a healthcare professional. 
• Conversion Count:
  • In most scenarios, this should be set to ‘One’. Because health systems tend to care about acquiring new patients, only each new patient acquired is going to be of value to their system. Even if an individual signs up for multiple events, the metric that most health systems want to track is acquiring that person as a new patient.

Financial Services

• Conversions to Track:
  • Request a Quote, Apply Now, Contact Me, and Schedule an Appointment.
• Conversion Window:
  • A long conversion window is recommended because clients tend to do a lot of research before selecting a financial professional or product.
• Conversion Count:
  • In most scenarios, this should be set to ‘One’. Because financial services firms tend to care about acquiring new clients, only each new client acquired is going to be of value to their organization. Even if an individual registers for multiple newsletters, the metric that most financial services firms want to track is acquiring that person as a new client.