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The Difference Between Conversions, Clicks & Click Through Rate

Have you ever felt like you’re on a rollercoaster while understanding the difference between clicks and conversions, click-through rate, which ones you should track, and how to do so? Well, don’t fret, you’re not alone.

Understanding the difference between clicks and conversions is vital in an ever-changing marketing landscape. It’s like understanding the difference between interested window shoppers and buyers in a store!

See, in the good old days, marketers were mainly concerned with clicks, passing the torch to the sales team in hopes of turning that interest into a sale. However, modern marketers need to understand how to track and optimize all these metrics to reach ad success.

Fast forward to today; more is better! These metrics combine forces like a dream tag team to generate click-worthy content and ensure these clicks convert into solid leads.

But among all the metrics that can be tracked in 2024, my friends, conversions emerge as more than the end goal; they’re now the star players. Why? Well, grab your cuppa ☕, and let’s delve deeper, shall we?

 

Clicks vs Conversions

Clicks are pretty straightforward. A click could mean tapping a link or mobile screen, leading to another step in the customer journey, such as landing on a page or filling out a form. Clicks lead to conversions. 🎯

Conversely, conversions are the magic moment when a visitor completes your desired action, like signing up for your newsletter or making a purchase. In other words, they’ve ‘converted’ from a visitor into a warm lead. Feels great, right? 🙌 Conversions can look like purchases online, filling out a form on the website, calling your business (click to call conversions), subscribing to a newsletter or similar. The key is that they’re all actions a visitor takes in your online space. We’ll come back to conversions later.

Impressions & Click-Through Rate

Now, let’s talk about impressions. These are views of your ad, with no clicks or actions involved. Why are impressions important? Well, because Clicks/Impressions = Click-through rate or CTR.

CTR is a handy percentage showing how many people who saw your ad clicked on it.

The average CTR can vary wildly – from 5.3% to 13% depending on the industry, according to the most recent data from Wordstream.

Keep an eye on your click-through rate and compare it against your industry benchmark regularly because a poor CTR can drag down your ad’s Quality Score on platforms like Google or Facebook.

Conversion Tracking

Let’s dive deeper into conversions.

Important!⚠️ Before continuing, please know that terms like converted clicks, click to conversion rate and similar are outdated ways of referring to what are now simply known as conversions and conversion rate (CVR). Don’t get confused if you see this lingo; instead, find a newer source of information!

Now, let’s continue.

Conversions tell you how many folks followed through with a predefined goal, like filling out a form or making a purchase. Conversion rate = total visitors /number of conversions, and voila 🎉!

What’s a good conversion rate? Like the CTR, average conversion rates vary by industry, year, and ad platform.

To track conversions in Meta Ads (formerly Facebook), the Meta Pixel Helper is a sweet tool. Discover how customers interact across devices, create custom audiences, serve relevant ads based on user behaviour, and dig into audience insights. Powerful stuff! 😎

You’ll have to set up proper conversion tracking within the platform for Google Ads. This is a whole universe in and of itself, so I recommend you brush up on your knowledge about conversions on Google before you dive into it. If you’re ready to learn how to track conversions from ads on your website with Google Tag Manager and gtag.js, read my in-depth tutorial here.

Conversion Optimization

Tracking which element of your ad prompts the most conversions is gold: tweak, but only a little at a time. You want to avoid second-guessing what made a difference. Measure, adjust, repeat is your mantra here. 🔄

Now, let’s get granular with what you can actually tweak to see the magic happen. Start with your ad creatives—yes, those images or videos in your ads. A/B tests different visuals to see which ones capture attention and make people click. Next up, your call-to-actions; these little powerhouses need to pop and provoke action. Try varying the wording, size, colour, and placement to find your sweet spot.

Don’t forget about your ad copy. These pieces of text are key to not just attracting clicks but also gaining conversions. A few words can make a massive difference in perception and desire. Adjust them, test them, and see how your audience reacts.

And here’s a hot tip: add some social proof to your ads to crank up the trust factor. Experiment with placing customer testimonials, logos of well-known brands you’ve worked with, or even ratings from your mobile app store.

Equally, remember to customize URLs for your A/B tests using tools like Google’s UTM builder. You’ll get to identify the source of your conversions:

  • Campaign source: Where did all those conversions come from? Was it Google, Facebook, email, etc?
  • Campaign medium: What campaign medium was used? Was it CPC?
  • Campaign name: Used to track a specific focus, like a seasonal promotion.
  • Campaign term: Can be used to track specific keywords.
  • Campaign content: Tracks ad copy variations, for example, that go to the same destination.

To sum it up

So, conversions vs clicks, which should you track? Both! Pay attention to clicks – they’re a great indicator of your ad’s relevancy and engagement. And conversions? Well, that’s all about your ROI (Return On Investment), my friend. 💰

Lastly, keep this in mind. If your brand awareness campaign is in full swing, or you’re directing traffic through your ad campaign, clicks are what you want to be counting. Is low CTR haunting you? Adjust and keep trying till those clicks flow again. Remember, my friend, clicks are fun, but conversions are the real deal.

Now, go spruce up your ads, tweak your landing pages, and craft that copy to resonate with your audience and their pain points. Your conversions are waiting on the other side 🚀

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