The MarketingSherpa Chart of the Week takes a look at how search marketers define events as a conversion.  For small businesses and local internet marketers, tracking conversions are key to measuring the success of your online campaigns and return on investment.

Marketing Sherpa, Chart of the Week

Here is how my team defines conversions for local search marketing clients:

• Extended website visits to location pages.  Searches for addresses, maps, hours of operation, etc., generally represent immediate business.
• Tracking phone numbers called from pay-per-click (PPC) or other online advertising campaigns.
• Submitted registration form for coupons.
• Submitted registration form for a quote, analysis, or service information.
• Submitted registration form for a rewards program.
• Submitted registration form for “free” reports or white papers. We like to use free reports for services that require consultation and products that provide an array of benefits.
• Submitted registration form for online promotions such as cause marketing programs.
• Submitted registration form for an email newsletter.

What do you define as an online conversion for local search marketing campaigns?

Related reading:  Mike Blumenthal’s take on Tracking Local Search Traffic With Analytics