Conversion Tracking in Healthcare Industry – A Detailed Guide
Businesses extensively invest in digital marketing strategies to stay at the forefront of their target audience’s minds and subdue their competitors.
To run a successful healthcare marketing campaign, consistent efforts are required on multiple fronts including building and running AD campaigns, creating content, social media posting, and SEO practices, Therefore, it is imperative to evaluate the results of these activities to determine whether they are worth the time and money invested behind them. And here is where conversion tracking comes into play!
Patient conversion is a metric that measures the success rate of different marketing campaigns. The definition of ‘conversion’ may vary depending on the objective of a particular marketing campaign. Tracking these conversions can give you deep insights into patients’ buying patterns, preferred choices, and more.
If you’re not using conversion tracking for your healthcare business, you may be lagging. This article has mentioned what conversion and tracking in the healthcare industry are and why it’s important. We’ve also laid down how to set up Google Analytics and Google Ad Words for highly conclusive tracking data.
Firstly, let us understand why conversion tracking is essential.
- Why is Conversion Tracking Important?
- Incredible Benefits Of Conversion Tracking
- How To Track The Patient’s Footfall?
- How To Setup Google Analytics?
- Step 1 – Google Tag Manager
- Step 2: Set up Google Analytics
- Step 3- Setting Up Analytics Tag With Google Tag Manager
- Step 4- Set Up Google Analytics Goals
- Conversion Tracking In Google Adwords
- How To Create An Adwords Conversion Tracking Pixel?
- How To Install The Conversion Tracking Pixel?
- How To Analyze Your Google Ads Conversion Data?
- How will VOIP help you to track data?
- Signing Off
Why is Conversion Tracking Important?
Experts suggest that ‘conversion tracking’ is one of the most crucial steps for healthcare marketing and analytics.
Conversion tracking is a patient-centric analysis involving measures to track your audience’s activities on various touch points like websites, social media platforms, paid Ads, etc.
This can involve tracking the following activities –
Buying a product
Booking a consultation
Signing up for a monthly newspaper
‘Data’ is at the heart of healthcare marketing in any industry. Monitoring the metrics mentioned above can give you valuable insights into consumer behavior and can significantly improve your marketing campaigns.
Below are seven convincing reasons that justify the importance of conversion tracking further.
Incredible Benefits Of Conversion Tracking
Efficient Tracking Of ROI
Healthcare practitioners are often unaware of how much their marketing campaigns cost them before they drive paying patients.
“Tracking conversions help you understand whether each of your marketing campaigns is driving enough ROI or not.”
Identify Content To Be Reused!
Repurposing high-performing content is one of the most beneficial healthcare marketing practices you will come along with. Tracking your conversion results helps you identify the content working well for you.
This content can then be re-purposed and published on other platforms such as website blogs, infographics, email campaigns etc.
When you invest so much in healthcare digital marketing, the last thing you want is to shoot aimlessly in the dark. When you measure ROI from conversion tracking statistics, you will get a sense of what your campaigns are lacking or what can be improved about them.
You can further utilize this to improvise your campaigns and enhance their results. shooting in the dark!”
Improved Allocation Of Marketing Budget
Who doesn’t want effective marketing and more clients with fewer expenses on marketing? Guess what? Conversion tracking can help you with that as well!
When your campaigns are optimized, you save money on irrelevant marketing and can allocate more money to campaigns driving patients to your facility.
Enhance Audience Segmentation
Audience segmentation is incredibly important. Without that, you won’t be able to deliver relevant marketing content to different target groups.
This way, you may maximize the reach and effect of your marketing campaigns. With conversion tracking, you get in-depth details about your target audience, which can be utilized as an asset to segregate your audience into distinct patient personas.
Extensive Collection Of Data
The data you collect for conversion tracking will serve as a base for your marketing team to work with in the future. By examining what has previously worked well, you can think about what will work in the future.
This has incredible benefits in the long run. “Knowledge is your best asset”, and the data you collect while tracking conversions will serve as an excellent source of knowledge in the days to come.
After reading the above points, this one goes without saying. The better you analyze your conversion data, the more you will understand what’s working in your favor and what isn’t.
Ultimately this will help you gain more patients in the long run. And, isn’t that something we all want?
Now that you are well aware of the myriad benefits of conversion tracking let us move on to learn its technical aspects. Firstly we shall understand how to track patients’ footfall.
How To Track The Patient’s Footfall?
The most crucial metric in conversion tracking in the healthcare industry is patient footfall. It is defined as the number of people clicking through your marketing campaigns and converting to paying clients.
Footfall indicates the number of people walking into your clinic at the primary level. The old-fashioned way to calculate the patient footfall was to manually appoint an employee to record the number of patients visiting your clinic.
This task is carried out quite differently in today’s digitally-evolved healthcare industry. Now, with the help of analytics tools, you can not only record the number of daily visits but also derive other important conclusions like which platform is driving the maximum traffic, metrics about consumer location and buying behavior etc.
This can be done with the help of analytics tools such as Google Analytics. It is one of the platforms with the most straightforward interfaces and the highest accuracy of data. Moreover, it is free for all Google users!
What better place to begin your conversion tracking endeavors than Google Analytics?
How To Setup Google Analytics?
Step-by-step instructions to get your Google Analytics up & running –
Step 1 – Google Tag Manager
Firstly, you’ll need to create an account on the Google Tag Manager dashboard.
Enter in an account name and click continue.
Next, you’ll set up a container, which is a place to store the ‘macros, rules and tags’ for your website.
Give a descriptive name to your container and select the type of content associated with it (Android, IOS, Web, AMP).
Click create. Review the terms and agreements and click ‘agree’.
Copy the code and paste it to the back-end of your website.
Step 2: Set up Google Analytics
Like Google tag manager, you begin by signing up on the Google Analytics page.
Enter your details – account, website name and URL.
Select the website’s industry category and the time zone where the reporting will be carried on.
Once that is done, accept the terms and proceed to get your tracking ID. The tracking ID is a number that instructs Google analytics to send data to you. The first set of numbers is your account number, and the second set is your property number.
Step 3: Setting Up Analytics Tag With Google Tag Manager
Go back to your Google Tag Manager dashboard and select “new tag”. You will be redirected to the page to create a new website tag.
Select “ Universal Analytics” to create a tag for your Google Analytics.
Next, you will choose the type of data you need to track. Then, you should move on to “Google Analytics Setting” and select “new variable” from the drop-down.
When redirected, enter your GA tracking ID.
Next, go to the “Triggering” section and select the data you want to send to Google Analytics.
Once all the steps are completed, simply click save and there you have your new Google tag tracking sending data to the Google Analytics page.
Now, you will need to set up goals and objectives.
Step 4: Set Up Google Analytics Goals
This step will tell Google what success looks like for your website. For that, you need to set up goals on your dashboard.
Begin by clicking the ‘Admin’ button on the bottom left side. Then you will be directed to another window to select the “goals” button.
In this section, you will be able to look at different goal templates. Select the “type of goal” and then select the one that matches your intended objective.
Once you are done, save the goal.
Google Analytics will begin tracking this goal for you. Repeat the same with other goals.
Once you have your Analytics account running, the next step is to enable the tracking button on your website.
A tracking indicator is a popup that appears on your website with a message to let your visitors know that Google tracks their visits.
Displaying this message is optional. You can opt-out of it by selecting the option “ Don’t add a notification to code generated for my page”. If you choose to display the message, you can alter the default message and set up custom content for your website.
You are also provided with an option to edit the message’s appearance by changing the size of the text, color of the page background and language.
There is no beating Google when it comes to data collection and analysis. Along with Google Analytics, healthcare practitioners and marketers can also conduct conversion tracking with Google Adwords. This platform is specific to tracking conversions from paid AD campaigns run by Adwords on the search engine.
Conversion Tracking In Google Adwords
Setting up Google Adwords is almost similar to Google Analytics tracking; only this dashboard is limited to tracking conversions from Ad campaigns and does not consider other platforms.
The conversion tracking tool from Google Adwords allows you to set up consumer actions valuable to your business. When the consumers perform those actions, it is recorded as a conversion. Following actions can be tracked using the tracking interface by Google Adwords.
Website Actions –When a consumer is redirected from an Ad campaign to your website and performs the desired action, it is termed ‘website action’. Purchases, sign-ups, contact etc., are all parts of website actions.
Phone Calls –Direct calls from Ads, Calls on a number mentioned on your business website, and the clicks on your contact details are all tracked under ‘phone call’ conversions.
Application tracking- It includes installing Android and iOS applications and signing in, and making purchases in those apps.
Local Actions – Actions that are location specific. E.g. when patients interact with an ad launched for a specific physical location or a clinic.
We recommend creating a custom Adwords tracking pixel for your Adwords campaigns for enhanced accuracy and continual tracking.
Here’s how you can create an Adwords conversion tracking pixel.
How To Create An Adwords Conversion Tracking Pixel?
Start at your AdWords dashboard and open the ‘tools’ tab. Choose the “conversion” option from the ‘tracking’ section.
Here, you will be asked to create a new type of conversion. For example, if you want to track sales from your website, you’ll need to select that specific action for conversion tracking.
Once that is done, you need to select a category for your conversion and assign a specific name.
Next, you need to set up a value for your conversion. You can either keep a constant value for all types of conversions or set different values for each conversion.
If you want to enable different values for each conversion, you’ll need to edit the conversion tag for allotting transaction-specific values. This needs to be done when you sell multiple items falling at different price points.
Next up, let us learn how to install the conversion tracking pixel you set up.
How To Install The Conversion Tracking Pixel?
Once you have successfully created your conversion tracking pixel, you’ll see two things. The first one would be your global snippet, which will be placed on all the pages of your site and used for remarketing.
And the second thing you’ll see will be the ‘event code’. This snippet tracks different types of conversions and generates detailed reports. This snippet should be placed after the global site tag on specific pages of your website.
Once you are done with the above two steps, you will be able to see the information about your conversions from the campaigns tab in the Ad group.
Lastly, let us look at the method to analyze the data you will track using conversion tracking from Google Adwords.
How To Analyze Your Google Ads Conversion Data?
You will find your conversion tracking information from the campaigns tab in the ad group by clicking on the ‘columns tab’ and then conversions.
Some of the essential details that may be included in your conversion tracking reports are as follows.
Conv – This is the count of conversions you have received from a single ad click. This number can determine the number of new patients you are getting in touch with.
Cost/Conv – This conclusion is derived by dividing your Ad cost by the total number of conversions, and it is a metric used to measure the ROI from your Ad campaigns.
Conv. rate – This shows the percentage of clicks that lead to conversions. The higher your value of Conv. rate, the more effective your campaign is performing.
View-through conv- It is a metric that measures the number of times a consumer viewed but did not click on your Ad but later went through with a conversion.
Finally, let us conclude the article with another necessary conversion tracking platform, i.e. conversion tracking using VOIP.
How will VOIP help you to track data?
VOIP is the acronym for the term voice over internet protocol, and this is an interface that allows you to conduct voice calls over the internet.
VoIP phone systems facilitate calls over the internet and provide other valuable functions like voicemail, call forwarding, call recording, and conversion tracking. With the help of Google and an established VOIP system, you can track the following types of call conversions.
Calls from Ads.
Phone calls from your website.
Import call conversions.
We hope that this article helps you understand the importance of conversion tracking. With the same, you will be able to leverage the power of data analytics and improve your healthcare marketing campaigns significantly. Follow our blog for more informative articles, and share your queries and experiences regarding conversion tracking in the comment section below!