Here's the video script...

Why Conversion Tracking Is Hard To Get Right But Too Important To Get Wrong

Today on The Calculate Minute: why conversion tracking is hard to get right but too important to get wrong.

Google, Meta, and programmatic platforms all run on machine learning now. They weigh lots of signals, but your conversion data is what they optimize toward. Every form submission and phone call you track tells them: find me more people like this.

The hard part is the setup. Every form, phone number, and landing page needs tracking, and every ad platform needs its own. So before a campaign launches, decide which conversions count. For enrollment marketing campaigns, those are usually the inquiry forms, applications, and phone calls that put prospects into your admissions funnel.

Then test everything. Submit the form. Make the call. Confirm each conversion fires once, only once, and then shows up in the right platform.

Get it right, and the platforms learn to find more prospects who take action. Get it wrong, by counting page views as leads, double-counting forms, or missing calls entirely, and you’re paying to find more of the wrong people.

Your campaign is only as smart as the data you feed it. Set up tracking right, and the ad platforms work for you.

Want help getting your conversion tracking right? Let’s talk.

What Should We Cover Next?

Got a topic you want us to cover in a future episode? Drop it in the form below — we're building this series around what you actually want to know.