Should I look at Conversions in "Traffic acquisition" or "User acquisition"?

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I'm confused because I'm not sure where to look for Conversion numbers in Google Analytics. I noticed they can be different depending on where I look!
#conversions #traffic acquisition #user acquisition
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  • Profile picture of the author Jamell
    I think you should test both methods so that you can better understand the people you are converting. Doing that would help you tailor your services directly to their needs .
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  • Profile picture of the author SARubin
    Originally Posted by lachimba View Post

    Should I look at Conversions in "Traffic acquisition" or "User acquisition"?

    I'm confused because I'm not sure where to look for Conversion numbers. I noticed they can be different depending on where I look!

    What do you consider a conversion?

    If you put out a promotion to attract visitors to your website, and people click on over to your website, then that's a conversion.

    The next conversion would be what?

    If you want your visitors to sign up for a list or join a membership or buy something, and they do, then that's a conversion.



    A conversion is any action your visitor takes that leads to a desired result.

    What conversion numbers should you look at?...

    All of them. One at a time, in order.


    So right now, what do you consider a conversion?

    Because that's the number you should be looking at
    .
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  • Profile picture of the author Jason Kanigan
    Originally Posted by lachimba View Post

    I'm confused because I'm not sure where to look for Conversion numbers. I noticed they can be different depending on where I look!
    Are you inside an app or other software? Which one if so? These can have their own definitions.

    In general I agree with SARubin. Actually, I agree with everything he said here. I want to add one concept.

    So, yes, first of all understand what the definitions of the terms are.

    And a signup to your list IS a conversion. That is also correct.

    A sale, turning a visitor into a buyer, is also a conversion.

    You should indeed look at these one at a time. Every funnel ever made falls down and is broken at the start. This is the barrier to entry, and is what protects marketers from competition. Though some may try to "hack" the funnel by copying it, it's unlikely the copiers will understand why it works and when the market shifts they'll be in for a tough time. The rest of potential competitors are just too lazy to stick with figuring out the funnel long enough to get it to work.

    HOWEVER,

    and this is the concept I wish to add,

    it is unwise to try and maximize the performance of every step in the funnel.

    Trying to maximize traffic acquisition if we understand it as getting people to sign up to our list, therefore, is likely to be a bad idea when it comes to maximizing the conversion of sales at the end of the process.

    Simply put, if our focus remains on the early stage of traffic signups, we will get too many of the wrong people on our list. I can make tweaks to a landing page and get a ton more opt-ins. Does that mean we will achieve our ultimate goal, the one that really matters, of having more sales at the end?

    No! I will be attracting more broke people, probably. Or I will be attracting more people outside of the narrow best target profile of our ideal customer.

    So each stage must be focused on in order, to get it to work. This develops a baseline.

    But trying to maximize traffic acquisition will not lead to maximizing user acquisition. You must keep your eye on the ball, and the ball is SALES at the end of the funnel.
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    • Profile picture of the author lachimba
      Originally Posted by Jason Kanigan View Post

      Are you inside an app or other software?

      Google Analytics 4.
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  • Profile picture of the author SARubin
    Absolutely agree Jason.

    The best way I've learned to do it is to generate enough traffic to get the numbers to the next step (landing page, sales page, or whatever)

    Then if we don't get enough conversions on that step it's time to stop and figure out why. (No point walking off a cliff just because we didn't look for the bridge).

    Is the landing page not working? Or are we attracting the wrong people?

    I figure it's got to be one or the other. And it's our job to figure it out.




    Added later: It could also be a defective delivery system (webpage not loading properly or order form not working?) and we should investigate things like that also.
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