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About this glossary

Conversion tracking – Glossary

Conversion tracking measures desired actions on your site, then attributes them to channels and campaigns to understand what drives results.

Track macro conversions (purchases, lead submissions, demo requests) and micro conversions (email signups, add to cart, button clicks). Keep counting rules consistent across devices and sessions.

Core funnel

  • Visit → Key page view → Interaction → Submission or Purchase
  • Practical ratios: session to form view, form view to submit, add to cart to checkout

Typical conversion rate ranges

  • Ecommerce purchase rate: around 2.5 to 3 percent according to industry leaders [1]
  • B2B lead submission rate: 1 to 3 percent (varies by industry) [2]
  • Paid channel (Google Ads, Facebook Ads) benchmarks differ by platform and industry. Compare like for like [3]
  • Tourism and hospitality: a typical direct booking rate (website sessions to completed bookings) is about 1.5–2.5 percent for hotel websites, with independents often 0.5–1.5 percent. [4] Conversion rates depend on traffic quality, device mix, booking engine UX, and brand strength. Track search to availability results, availability to checkout, and checkout to booking to pinpoint drop‑offs.
  • Local services and small business: Visitor to lead forms 1 to 3 percent. Calls often add 1 to 2 percent. [2:1]

These ranges are directional, performance varies by device, channel, and user intent.

Setup and data quality

  • Tooling: Define goals or events, deduplicate conversions, confirm cross‑device behavior
  • Attribution: Use consistent UTM parameters, pick a reporting model (last non‑direct click or data‑driven), reconcile with ad platforms
  • Consent: Verify cookie consent paths, ensure conversions still record with accepted consent
  • Testing: QA across devices and browsers, annotate releases or campaign changes

Reporting and diagnosis

  • Track median and 75th percentile performance, not only averages
  • Segment by channel, campaign, device, and landing page
  • Pair rate with volume, check confidence intervals for small samples
  • Investigate drops via the funnel, identify where users fall off

  1. What’s a Good Average Ecommerce Conversion Rate in 2025?↩︎

  2. First Page Sage, B2B conversion rates by industry↩︎ ↩︎

  3. WordStream, conversion rate benchmarks by industry for Google Ads↩︎

  4. Why improving hotel website conversion rates is a top priority in 2024↩︎

Further reading

Reference

GA4, Conversions vs. key events

Official GA4 guide on the differences between key events and conversions, attribution, and reporting.

https://support.google.com/analytics/answer/13965727

Reference

GA4, Creating conversions

How to create Google Ads conversions from GA4 key events, attribution settings, and reporting.

https://support.google.com/analytics/answer/14710559

Reference

Plausible, Introduction to goal conversions

Overview of goals, custom events, funnels, ecommerce, and automatic tracking features.

https://plausible.io/docs/goal-conversions

Reference

Ecommerce conversion rate benchmarks

Industry level ranges to calibrate expectations, use directionally rather than as targets.

https://business.adobe.com/blog/basics/ecommerce-conversion-rate-benchmarks

Reference

B2B website conversion benchmarks

Typical lead submission rates by industry, with caveats on definitions and sample sizes.

https://firstpagesage.com/reports/b2b-conversion-rates-by-industry-fc/

Related terms

Event taxonomy

Clear naming conventions so events stay comparable across reports and projects.

Landing page

Focused page with message match and a single clear CTA.

Consent and privacy

Cookie banners, data minimization, and regional rules that keep analytics compliant. Related articles The 3 must-do’s...

Google Analytics 4

An event based model that replaces sessions in many cases, used when clients need deep Google ecosystem reporting. Re...

Plausible Analytics

Privacy-friendly analytics with simple goals and UTM tags for clean reporting.

Category:
Category
Analytics and monitoring
· Tracking setup

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About this glossary

I’m building this glossary to become a better developer and website strategist, in my ongoing quest to build clearer, better websites. It maps how terms relate, adds practical examples, and highlights best practices so I can communicate more clearly with clients. If it helps others too, great.

It’s a living resource, I aim to cite sources clearly. If you spot errors or omissions, please contact me so I can update it. Drafts may be assisted by AI, I review and fact check before publishing. For details on how I use AI, see AI Use at Webmarks.