Measuring Chat Success: Tracking Conversions the Right Way

Whether you’re just setting up live chat for the first time or refining your approach, there’s something critical you need to focus on: setting up your conversions properly and using Google Analytics to measure your success. 

A conversion can be different from company to company, but you still have to measure what you consider success. If you’re not, you cannot know how well (or how poorly) you’re doing.

Without measuring conversions properly, you have no real way to improve your live chat performance, and the only place to go is backward. 

If you’re ready to dive in, grab our free guide – The Ultimate Guide to Improving Your Chat Performance– here. 

Or, you can continue with this article, where we’ll teach you the ins and outs of Google Analytics and tracking conversions.

Tracking Conversions and Using Analytics with Live Chat

A conversion can be measured in a variety of ways depending on what goal you are looking to achieve. First, decide what you’re trying to accomplish– a conversion might not always be a sale. Write clear goals when setting your live chat up because several different conversions could be considered a success.

Here are a few examples:

These are just some of the conversions you can choose. But how do you track these conversions? Let’s look at some tracking methods a little more closely.

Address Goal - Landing Page URL

This conversion action tracks when the user ends up on a specific page. For example, you can track how many customers go from having a conversation via live chat to a completed conversion (like a checkout page)— allowing you to see how your chats are affecting your overall sales (and even helping with basket abandonment).

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Using Tracking Codes in Goals

You want to know how each marketing campaign performs when combined with chat. Using different tracking codes in your campaigns, you can measure where your leads are coming from. For example, you’ll know whether someone came to you through a blog post, social media, etc.

Using these codes, you can also see how much of a return on investment each campaign, platform, and other marketing efforts are netting you. 

One tip is to use tracking codes that divide your sales into price ranges. This allows you to identify successful campaigns by tying revenue to their results.

As much as we want to focus on tracking conversions, that will only tell you one side of the story. To truly get the most benefit, you’ll also want to add tracking with a platform like Google Analytics so you can drill down on your customer behaviour and start to identify patterns within your customer’s journeys.

Using Google Analytics and Live Chat

When we say Google Analytics, it can sound complex and maybe even a bit scary (it can also look that way when you dive in). Rest assured that just like any other tool, it’s all about learning your way around. You’ll have a grasp of it before you know it. 

By combining your live chat with your Google Analytics account, you can learn more about your visitors’ browsing habits and gather insights to use all the valuable data collected. 

The integration won't collect any personal data of the visitor. You can collect data on how users are behaving and how they’re interacting with your site and the chat. By looking at Chat-Specific Data and Site Behavioural Data and combining the two, you’ll have a clearer picture of what’s happening. 

Here are some examples of what you can pull from Google Analytics.

Chat-Specific Analytics Data

_{Site Behavioural Data}

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More Data Tells the Whole Story

As you can see, by combining multiple data sources, you’re getting a 360-degree view of how your customers are behaving on your site and within your chat– giving you the truth about what is working and what isn’t.

Want Help with Live Chat Conversions and Google Analytics?

We’ve covered a lot in this article, and we understand that some of it can get quite technical. Even if you understand it all, it can still be a lot of work setting up conversions properly and connecting your live chat to Google Analytics.

Our tech team are experts at this, and are happy to lend a hand in any way you need. From first-time setups to diving in and auditing what you already have– and anything in between– our team can get the job done. 

Let’s have a quick chat to get started.