Goals: which sources and campaigns lead to a sale

Visitors are a means. What you want is a sale, a sign-up, a contact request. A goal is one of your events that you mark as what your site is for. Bearing then counts, for each source and each campaign, how many visits reached it.

Choose a goal

1. Open your site's Events tab.
2. If the action is not counted yet, create it. The simplest is A page reached: the thank-you page after a form, the confirmation page after a purchase. Nothing to install.
3. Tick This is a goal when you create it, or open an existing event and click Make it a goal.

Past visits count too: the numbers appear at once, on your site's Statistics page.

Read the Goals card

• Conversion: a visit during which the goal happened. Two purchases in the same visit are one conversion.
• Conversion rate: conversions divided by visits. 20 conversions out of 500 visits is 4%.
• Sources and Campaigns: the same numbers for each origin. Rows are ordered by visits, so a source that brings many visits and no sale is as visible as one that sells.

Under 30 visits, a rate says little: 1 sale out of 10 visits is not “10%”, it is one sale. Bearing shows these rates in grey. Wait for more visits before deciding.

Does my ad or my post work?

Give each ad or post its own tagged link, as explained in Sources and campaigns:

https://example.com/offer?utm_source=instagram&utm_medium=paid&utm_campaign=spring-sale

Its line then appears under Campaigns in the Goals card, with its visits, its conversions and its rate. Compare it with your other campaigns over the same period.

What Bearing cannot see

• A purchase on a later visit. Bearing follows nobody from one day to the next. Someone who clicks your ad on Monday and comes back by themselves on Thursday to buy counts for Direct, not for the ad. Campaigns whose buyers take time to decide look weaker than they are: also check whether your total conversions rise while the campaign runs.
• A sale made elsewhere, on a marketplace or another site where Bearing is not installed. Count the click on the link that leads there instead.
• What the ad cost. Bearing knows the visits and the conversions, not what you spent.