Email marketing automation: Conversion Tracking: The Role of Conversion Tracking in Streamlining Email Marketing Automation

1. Introduction to Conversion Tracking in Email Marketing

conversion tracking in email marketing is a pivotal component that allows marketers to measure the effectiveness of their campaigns beyond open and click-through rates. It provides a deeper understanding of how email interactions lead to meaningful actions, such as purchases, sign-ups, or other specific goals set by the business. By leveraging conversion tracking, marketers can gain insights into the customer journey, identify which emails are driving conversions, and optimize their strategies for better results.

From a strategic standpoint, conversion tracking is not just about numbers; it's about understanding user behavior. Marketers can discern which content resonates with their audience, what time they are most likely to engage, and through which devices. This data-driven approach enables a more personalized and targeted email marketing strategy, ultimately enhancing the customer experience and increasing ROI.

Here are some key points that delve into the intricacies of conversion tracking in email marketing:

1. setting Up Conversion goals: The first step is to define what constitutes a conversion for your campaign. This could be a sale, a download, a sign-up, or any other action that aligns with your business objectives.

2. Integration with Analytics: To track conversions, your email platform needs to integrate with web analytics tools. This integration allows you to follow the subscriber's journey from the email to the completion of the conversion action on your website.

3. Using Tracking Pixels: A tracking pixel is a tiny, invisible image embedded in emails that sends back data when the email is opened. This can be extended to track conversions when a user clicks through and takes the desired action on your website.

4. Segmentation and A/B Testing: By segmenting your audience and employing A/B testing, you can determine which segments are more likely to convert and why. This helps in refining your email content and delivery strategies.

5. understanding the Sales funnel: Recognize where email marketing fits within your sales funnel. Some emails may be designed to nurture leads, while others aim to close a sale. Conversion tracking helps to identify which emails are performing at different stages of the funnel.

6. evaluating Campaign performance: Use conversion data to evaluate the success of your campaigns. Look at the conversion rate, the number of conversions, and the value of those conversions to assess performance.

7. Optimizing for Conversions: Based on the data collected, make informed decisions to optimize your email campaigns. This could involve changing the call-to-action, email design, subject lines, or sending times.

Example: Imagine an online bookstore that sends out a promotional email for a new release. By setting up conversion tracking, they can see not only how many subscribers clicked on the link to the book but also how many proceeded to make a purchase. If the conversion rate is lower than expected, they might test different subject lines or email content to see if that improves the conversion rate.

conversion tracking is an essential tool in the arsenal of email marketing. It bridges the gap between customer engagement and actual business outcomes, providing actionable insights that drive continuous improvement in campaign performance. By understanding and utilizing these insights, marketers can create more effective email campaigns that resonate with their audience and contribute significantly to the business's bottom line.

2. A Step-by-Step Guide

Conversion tracking is the cornerstone of any successful email marketing automation strategy. It's the process that allows marketers to see the direct impact of their campaigns on customer behavior, particularly in terms of conversions, which can range from a product purchase to a sign-up for a newsletter. By understanding which emails are driving conversions, marketers can optimize their campaigns for better performance and ROI. This is not just about measuring success; it's about continuous improvement and personalization of the customer journey.

From the perspective of a data analyst, conversion tracking provides quantifiable metrics that are essential for data-driven decision-making. For a marketing strategist, it's about understanding the customer's path and refining the touchpoints for maximum engagement. Meanwhile, a sales professional might view conversion tracking as a way to qualify leads and prioritize follow-up actions based on customer interactions with email content.

Here's a step-by-step guide to setting up conversion tracking effectively:

1. Define Your Conversion Goals: Before you can track conversions, you need to define what a conversion means for your business. Is it a sale, a download, or a sign-up? For example, an e-commerce brand might consider a completed purchase as a conversion, while a B2B company might look at whitepaper downloads.

2. Select a Tracking Method: There are various ways to track conversions, including using dedicated email marketing software that has built-in tracking features, or setting up custom tracking URLs with UTM parameters for more detailed analytics.

3. Implement Tracking Codes: If you're using email marketing software, implement the tracking codes or pixels it provides into your emails. For instance, if you're using a platform like Mailchimp, it will automatically include a tracking pixel in your sent emails.

4. Test Your Setup: Before launching your campaign, test your tracking setup to ensure it's working correctly. Send a test email to yourself, perform the conversion action, and check if it's recorded in your analytics.

5. Launch and Monitor: Once you're confident in your setup, launch your campaign. Monitor the conversions in real-time if possible, to quickly identify and respond to any issues or opportunities.

6. Analyze and Optimize: After your campaign, analyze the data. Look for patterns in the conversions—did certain types of emails or subject lines perform better? Use this information to optimize future campaigns.

For example, let's say you're running an email campaign for a new product launch. You've set up conversion tracking and notice that emails with a video demo have a higher conversion rate than those with just images. For future campaigns, you might decide to include more video content to boost conversions.

Remember, the goal of conversion tracking is not just to collect data, but to use that data to make informed decisions that improve your email marketing strategy and, ultimately, your business outcomes. It's a powerful tool that, when used correctly, can significantly enhance the effectiveness of your email marketing automation efforts.

3. Analyzing Conversion Metrics

In the realm of email marketing automation, conversion tracking stands as a pivotal component that not only measures the effectiveness of email campaigns but also provides actionable insights for optimization. By delving into conversion metrics, marketers can discern the journey from a recipient's initial engagement with an email to the final action, be it a purchase, sign-up, or another predefined goal. This analytical process is crucial for understanding user behavior, refining marketing strategies, and ultimately driving business growth.

analyzing conversion metrics involves a multifaceted approach, considering various perspectives:

1. open Rate analysis: This metric offers a glimpse into the initial appeal of your email. A high open rate indicates effective subject lines and sender reputation, while a low rate may suggest the need for A/B testing to identify more engaging content.

2. Click-Through Rate (CTR): CTR sheds light on the relevance and value of the content within your emails. It's a strong indicator of how well your message resonates with your audience. For instance, an email campaign promoting a new product line might see a spike in CTR if the featured products align closely with the recipients' interests.

3. Conversion Rate: The ultimate measure of success, the conversion rate, reflects the percentage of email recipients who completed the desired action. It's essential to track this metric against different segments to understand which groups are more likely to convert.

4. Bounce Rate: Monitoring the bounce rate, which indicates failed email deliveries, helps maintain a clean mailing list and ensures your messages reach their intended audience.

5. Unsubscribe Rate: While often viewed negatively, the unsubscribe rate can provide insights into audience preferences and the relevance of your content. A sudden increase might be a signal to reevaluate your email frequency or content strategy.

6. Revenue Per Email: This metric helps quantify the financial impact of your email campaigns. By analyzing the revenue generated per email sent, you can gauge the roi of your marketing efforts.

7. lead Generation metrics: For businesses focusing on lead generation, tracking metrics like lead quality and lead conversion time is crucial. These indicators help assess the effectiveness of email campaigns in attracting and nurturing potential customers.

8. Customer Lifetime Value (CLV): Understanding CLV in relation to conversion metrics can inform strategies for long-term customer engagement and retention.

By incorporating these metrics into a comprehensive analysis, marketers can paint a detailed picture of their email marketing performance. For example, a campaign targeting repeat customers might use personalized product recommendations based on past purchases, resulting in a higher conversion rate compared to a more generic campaign.

Analyzing conversion metrics is not just about numbers; it's about understanding the story behind each interaction and using that knowledge to create more meaningful and successful email marketing campaigns. By continuously monitoring and interpreting these metrics, businesses can fine-tune their strategies to better meet the needs of their audience and achieve their marketing objectives.

4. Optimizing Email Campaigns with Conversion Insights

optimizing email campaigns is a critical component of any successful email marketing strategy. By leveraging conversion insights, marketers can gain a deeper understanding of how recipients interact with their emails and what drives them to take action. This optimization process involves analyzing various metrics such as open rates, click-through rates, and conversion rates to identify trends and patterns that can inform future campaigns. It's not just about increasing the number of emails opened; it's about understanding the customer journey from the moment they receive the email to the point of conversion. This could mean a purchase, a sign-up, or any other desired action. By dissecting this journey, marketers can tailor their content, design, and call-to-actions (CTAs) to resonate more effectively with their audience.

From the perspective of a data analyst, conversion insights can reveal which segments of the audience are most engaged and which are underperforming. For a creative director, these insights might inform the visual and textual elements that are most compelling. Meanwhile, a sales manager might look at conversion insights to understand how email campaigns contribute to the sales funnel.

Here are some in-depth strategies for optimizing email campaigns using conversion insights:

1. Segmentation and Personalization: Tailor your emails to different segments of your audience based on their behavior, demographics, and preferences. For example, if data shows that younger subscribers prefer video content, include more multimedia elements in emails to this segment.

2. A/B Testing: Continuously test different elements of your emails, such as subject lines, email layouts, and CTAs. For instance, you might find that a CTA button that says "Learn More" generates more clicks than one that says "Buy Now."

3. Timing and Frequency: Analyze when your subscribers are most likely to open emails and convert. Adjust the timing of your campaigns accordingly. A/B testing can also be used here to find the optimal send times for different segments.

4. Content Relevance: Ensure that the content of your emails is relevant and valuable to the recipient. If conversion data shows that educational content leads to higher engagement rates, consider incorporating more tutorials or industry insights.

5. Mobile Optimization: With the increasing use of mobile devices to check emails, ensure your email design is responsive and easily readable on smaller screens. For example, a fashion retailer might find that their mobile users are more likely to make a purchase if the email layout is simplified for mobile viewing.

6. Clear CTAs: Make sure your CTAs are clear and compelling. Use action-oriented language and position CTAs prominently within the email. An e-commerce site might test different CTA placements to see which generates more clicks and conversions.

7. Follow-up Sequences: Implement automated follow-up sequences for non-converters. For example, if a subscriber clicks on a product but doesn't purchase, send a follow-up email with additional product information or a limited-time discount.

8. Analytics and Reporting: Use advanced analytics tools to track the performance of your campaigns. Look beyond basic metrics and delve into the paths users take after clicking on your emails.

By applying these strategies, marketers can significantly improve the performance of their email campaigns. For instance, a B2B company might use segmentation to send more targeted content to leads at different stages of the sales funnel, resulting in a higher conversion rate for demos and free trials. In another example, an online retailer could use A/B testing to determine that sending emails in the evening results in higher open rates and more purchases than morning sends.

Conversion insights are not just numbers on a dashboard; they are the key to unlocking the full potential of email marketing campaigns. By understanding and acting on these insights, marketers can create more personalized, engaging, and effective emails that drive conversions and contribute to the overall success of their marketing automation efforts.

5. The Impact of Conversion Tracking on ROI

Conversion tracking stands as a pivotal component in the realm of email marketing automation, primarily because it provides marketers with the visibility needed to understand the customer journey from initial contact to final sale. This visibility is not just about knowing numbers; it's about understanding behaviors, preferences, and the effectiveness of every touchpoint in the marketing funnel. By meticulously tracking conversions, businesses can pinpoint which emails trigger a purchase, a sign-up, or any other desired action, thereby allowing them to allocate resources more effectively and increase their return on investment (ROI).

From a financial perspective, conversion tracking is indispensable. It allows for a granular analysis of which campaigns are profitable and which are not. This data-driven approach enables marketers to optimize their campaigns for maximum efficiency, reducing wasted ad spend and improving the bottom line.

1. Attribution Modeling: By employing different attribution models, businesses can discern the value of each customer interaction. For instance, a 'last-click' model may attribute the sale to the final email in a series, whereas a 'multi-touch' model might distribute credit across several touchpoints, providing a more nuanced view of the customer journey.

2. Segmentation and Personalization: Conversion data can be used to segment audiences based on behavior, leading to more personalized and targeted email campaigns. For example, customers who abandoned their cart might receive a follow-up email with a special offer to complete their purchase.

3. A/B Testing: Conversion tracking is critical for A/B testing, where two versions of an email are sent to a small percentage of the total recipients. The email that achieves the higher conversion rate can then be sent to the remainder of the list, ensuring that the most effective content is used.

4. Predictive Analytics: Advanced email marketing platforms use conversion tracking data to predict future customer behavior. This can help in crafting emails that are likely to result in conversions based on past user actions.

5. Cost Per Acquisition (CPA): Understanding the CPA is vital for any marketing campaign. Conversion tracking helps in calculating the actual cost to acquire a customer, which in turn influences budgeting and bidding strategies for future campaigns.

6. Lifecycle Marketing: Conversion tracking aids in identifying where a customer is in their lifecycle, allowing for more appropriate messaging. For instance, new subscribers might receive educational content, while long-time customers might get loyalty rewards.

To illustrate, consider an online retailer that implements conversion tracking for their email marketing campaigns. They notice that emails featuring customer testimonials have a 20% higher conversion rate than those without. Armed with this insight, they can adjust their content strategy to include more social proof, thereby potentially increasing their ROI.

conversion tracking is not just a tool for measuring success; it's a strategic asset that informs decision-making, optimizes marketing efforts, and ultimately drives better financial outcomes. By leveraging the insights gained from conversion tracking, businesses can ensure that their email marketing automation is not only efficient but also highly effective in contributing to the company's growth.

6. Segmentation and Personalization Through Conversion Data

In the realm of email marketing automation, the utilization of conversion data for segmentation and personalization is a transformative strategy that can significantly enhance the effectiveness of campaigns. By analyzing the actions that users take—whether it's making a purchase, signing up for a webinar, or downloading a whitepaper—marketers can gain valuable insights into customer behavior and preferences. This data becomes the cornerstone of crafting personalized experiences that resonate with each segment of your audience. The goal is to move beyond generic blasts to create targeted messages that speak directly to the user's journey and interests, thereby increasing the likelihood of conversion.

From a marketer's perspective, the segmentation process involves dividing the customer base into distinct groups based on their conversion data. This could mean categorizing customers by the type of product they purchased, the amount spent, or the frequency of their transactions. Personalization takes this a step further by tailoring the content of the emails to reflect these segments, ensuring that each communication feels relevant and timely to the recipient.

Here are some in-depth insights into how conversion data can be leveraged for segmentation and personalization:

1. Identifying High-Value Segments: By examining conversion data, marketers can pinpoint which customers are generating the most revenue. These high-value segments can then receive special attention, such as exclusive offers or early access to new products, to foster loyalty and encourage repeat business.

2. Behavioral Triggers: Conversion data can reveal specific behaviors that lead to a purchase. For instance, a user who abandons their cart might be enticed back with a targeted email offering a discount on the items they left behind.

3. Lifecycle Stages: Customers at different stages of the lifecycle—from new subscribers to long-time customers—will have varying needs. Conversion data helps in creating lifecycle campaigns that deliver the right message at the right time, such as a welcome series for new sign-ups or re-engagement campaigns for inactive users.

4. A/B Testing: By segmenting your audience based on conversion data, you can run A/B tests to determine which email elements resonate best with each group. This could involve testing subject lines, call-to-action buttons, or even the layout of the email itself.

5. Predictive Analytics: Advanced use of conversion data involves predictive analytics, where past behavior is used to forecast future actions. This can help in preemptively identifying potential churn and taking steps to retain those customers.

For example, an online bookstore might use conversion data to segment their customers into those who buy fiction versus non-fiction. They could then personalize their emails by recommending new releases and bestsellers in the respective genres that the customer has shown an interest in. This approach not only makes the customer feel understood but also increases the relevance of the content, thereby boosting engagement and conversions.

The strategic use of conversion data for segmentation and personalization is a game-changer in email marketing automation. It allows for a more nuanced understanding of the customer base and enables the delivery of tailored content that aligns with individual preferences and behaviors. The result is a more efficient marketing machine that drives higher engagement, better customer satisfaction, and ultimately, increased revenue.

7. Refining Emails for Higher Conversions

A/B testing, also known as split testing, is a method of comparing two versions of an email campaign to determine which one performs better. By sending variant 'A' to one subset of your audience and variant 'B' to another, you can observe the differences in performance—typically measured by click-through and conversion rates. This method is not just about finding out which email garners more opens or clicks; it's about understanding which version leads to more conversions, whether that's a sale, a download, or a sign-up.

Insights from Different Perspectives:

1. The Marketer's Viewpoint:

For marketers, A/B testing is an invaluable tool for optimizing email campaigns. By tweaking elements such as the subject line, email content, images, and call-to-action buttons, they can systematically improve the campaign's effectiveness. For example, a marketer might test two different subject lines to see which one leads to a higher open rate. If subject line A results in a 20% open rate and subject line B results in a 25% open rate, the marketer would choose subject line B for future campaigns.

2. The Designer's Perspective:

Designers focus on the visual aspects of email campaigns. They might A/B test different layouts, color schemes, or image placements to see which design yields a higher engagement rate. For instance, an email with a prominent, colorful call-to-action button might outperform one with a more subdued design, leading to a higher click-through rate and potentially more conversions.

3. The Copywriter's Angle:

Copywriters aim to craft compelling messages that resonate with the audience. They may experiment with different tones, lengths of copy, or storytelling techniques. For example, one email variant might use a short, punchy message to prompt action, while another might tell a brief story to illustrate the value of the offer. The variant that results in more conversions will guide the copywriting strategy for future campaigns.

4. The Data Analyst's View:

Data analysts look at A/B testing through the lens of numbers and statistics. They're interested in the significance of the results and whether they can be considered reliable. They'll calculate the statistical significance of the difference in conversion rates between the two variants to ensure that the results are not due to random chance.

In-Depth Information:

1. identifying Key metrics:

Before starting an A/B test, it's crucial to identify the key metrics you'll use to measure success. These might include open rates, click-through rates, conversion rates, or revenue per email.

2. Creating Variants:

Develop two or more variants of your email. Change one element at a time to isolate the impact of that change. For instance, if you're testing subject lines, keep the email body consistent across variants.

3. Segmenting Your Audience:

Divide your audience randomly to ensure that each group is statistically similar. This way, the results of the test will be attributable to the changes in the email rather than differences in the audience.

4. Running the Test:

Send out your emails and collect data over a set period. Make sure you have a large enough sample size to draw meaningful conclusions.

5. Analyzing Results:

Look at the data to see which variant performed better. Use statistical analysis to determine if the results are significant.

6. Implementing Findings:

Apply the successful elements from your A/B test to your email marketing strategy. Continuously test and refine to keep improving your conversion rates.

Example to Highlight an Idea:

Imagine an online bookstore using A/B testing to refine their promotional emails. They create two variants of an email promoting a new release. Variant A has a subject line that reads "Unlock the Secrets of the Bestseller List," while Variant B says "Get Your Next Favorite Book at 20% Off." They send these to equal segments of their subscriber list. The results show that Variant B has a higher conversion rate, indicating that a discount offer is more compelling to their audience than a curiosity-based approach. The bookstore then uses this insight to craft future emails that emphasize discounts and savings, leading to higher overall conversions.

By continuously employing A/B testing, businesses can refine their email marketing strategies, leading to more effective campaigns and higher conversions. It's a process of learning and adapting, where each test brings new insights and opportunities for improvement.

8. Integrating Conversion Tracking with Other Marketing Tools

Conversion tracking stands as a pivotal component in the realm of email marketing automation, serving as the compass that guides marketers through the intricate journey of customer engagement and conversion. By integrating conversion tracking with other marketing tools, businesses can unlock a holistic view of their marketing efforts, tracing the footsteps of prospects from the initial email open to the final purchase. This integration allows for a seamless flow of data across platforms, ensuring that every click and conversion is not just recorded, but also analyzed in the context of the broader marketing strategy.

From the perspective of a data analyst, the integration of conversion tracking with other tools means a treasure trove of data ripe for analysis, leading to insights that can refine targeting strategies. For the creative team, it's about understanding which messages resonate best with the audience, shaping the narrative that leads to conversions. Sales teams, on the other hand, can trace the effectiveness of follow-up actions and personalize their approach based on the customer's journey.

Here are some in-depth insights into how conversion tracking can be integrated with other marketing tools:

1. CRM Integration: By syncing conversion data with Customer relationship Management (CRM) systems, businesses can track the customer's journey beyond the inbox. For example, if a customer clicks on a link within an email and makes a purchase, this information can be fed into the CRM to record the sale, attribute it to the correct campaign, and trigger subsequent nurturing workflows.

2. social Media platforms: Conversion tracking can be linked with social media advertising platforms to understand the interplay between email marketing and social engagement. For instance, a user might receive an email, interact with the brand's social media post, and then complete a purchase. Tracking this path reveals the multi-touch nature of modern customer journeys.

3. content Management systems (CMS): Integrating conversion tracking with a CMS can help in understanding which content drives conversions. For example, a blog post linked in an email that leads to a high conversion rate can signal the need for similar content in future campaigns.

4. analytics tools: Tools like Google Analytics can be used in tandem with conversion tracking to gain deeper insights into user behavior. By tagging email links with UTM parameters, marketers can see not just the immediate conversion but also subsequent actions taken on the website.

5. A/B Testing Platforms: When conversion tracking is integrated with A/B testing tools, it becomes possible to directly correlate specific variations in email campaigns with conversion outcomes. This can help in fine-tuning the elements of email marketing that have the most significant impact on conversions.

6. Advertising Networks: By connecting conversion tracking with advertising networks, businesses can retarget customers who have interacted with their emails but have not converted. For example, a customer who clicked on a product link in an email but didn't purchase can be retargeted with ads for that product on other platforms.

7. marketing Automation platforms: The heart of email marketing automation, these platforms can take conversion data to trigger specific email sequences or workflows based on user actions, creating a responsive and personalized email experience.

To illustrate, let's consider a hypothetical scenario: A user signs up for a newsletter and receives a welcome email with a discount code for their first purchase. They click on the product link but do not buy immediately. Later, they see a retargeted ad on social media, reminding them of the discount. They return to the website via the ad and make a purchase. With integrated conversion tracking, this entire journey is captured, providing valuable insights into the effectiveness of the email content, the timing of the follow-up ad, and the overall coordination between different marketing channels. This data-driven approach not only streamlines the marketing efforts but also enhances the customer experience by delivering relevant content at the right time.

9. Predictive Analytics in Conversion Tracking

Predictive analytics is revolutionizing the way marketers approach conversion tracking, offering a glimpse into the future of customer behavior and campaign performance. By harnessing the power of data, predictive analytics enables marketers to anticipate user actions, tailor campaigns to individual preferences, and optimize the customer journey for maximum engagement and conversion. This forward-looking approach not only enhances the precision of conversion tracking but also transforms it into a strategic tool for driving growth and innovation in email marketing automation.

From the perspective of a data scientist, predictive analytics represents a leap from reactive to proactive marketing. By analyzing historical data and identifying patterns, algorithms can forecast future trends and provide actionable insights. For instance, a predictive model might reveal that customers who click on a specific type of email content are more likely to convert during evening hours, prompting marketers to adjust their send times accordingly.

Marketing strategists, on the other hand, see predictive analytics as a means to refine segmentation and personalization strategies. With advanced predictions, they can create highly targeted campaigns that resonate with each segment, increasing the relevance and effectiveness of their messages. For example, a campaign targeting users who have shown interest in outdoor gear might feature personalized product recommendations based on their past purchases and browsing behavior.

From an operational standpoint, predictive analytics streamlines the process of conversion tracking by automating the identification of key performance indicators (KPIs) and the allocation of resources. This efficiency not only saves time but also ensures that marketing efforts are focused on the most promising opportunities for conversion.

Here are some in-depth insights into how predictive analytics is shaping the future of conversion tracking:

1. Enhanced Lead Scoring: Predictive analytics can assign dynamic scores to leads based on their likelihood to convert, allowing marketers to prioritize outreach efforts. For example, a lead that frequently opens emails and downloads content might be scored higher than one with sporadic engagement.

2. Optimized Send Times: By analyzing when users are most likely to open emails and engage with content, predictive models can determine the optimal times to send emails, thus improving open rates and conversions.

3. Automated A/B Testing: Predictive analytics can automate the process of A/B testing by continuously analyzing the performance of different email elements and adjusting campaigns in real-time for better results.

4. Churn Prediction: By identifying at-risk customers before they disengage, predictive analytics helps marketers to implement retention strategies proactively, such as sending special offers or personalized messages to rekindle interest.

5. dynamic Content personalization: Predictive models can tailor email content to individual preferences, leading to higher engagement rates. For instance, if a user frequently reads articles about vegan recipes, the email content might include similar topics or product recommendations.

6. Budget Allocation: Predictive analytics aids in determining which campaigns or channels are most likely to yield conversions, allowing for smarter budget allocation and higher ROI.

7. customer Lifetime Value prediction: By forecasting the potential value of a customer over time, marketers can adjust their strategies to focus on high-value segments, enhancing the long-term profitability of their campaigns.

predictive analytics in conversion tracking is not just about predicting the future; it's about creating it. By integrating predictive insights into email marketing automation, businesses can craft more effective campaigns, foster deeper customer relationships, and drive sustainable growth. As this technology continues to evolve, we can expect even more sophisticated applications that will further refine the art and science of conversion tracking.

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