I see you. You've got Google Analytics open. Seventeen key actions are set up. You're tracking:
newsletter signups
PDF downloads
scroll depth
video plays
+ about a dozen other things.
And you still have no idea what's working.
This is the crux I see most businesses in. They’re drowning in conversion data but don’t know how to act on it.
The Two-Conversion Rule 2⃣
In my video this week, I highlighted how you can pick which conversions you should be looking at.
You really only need to track two types of conversions:
Primary Conversion: The action that directly generates revenue or qualified leads.
Secondary Conversion: The action that happens just before the primary conversion.
That's it.
How to Find Yours 🎯
Start with your revenue goal and work backwards:
E-commerce brands:
Primary: Purchase
Secondary: Add to cart
B2B companies:
Primary: Demo booking
Secondary: Pricing page view or case study download
Service businesses:
Primary: Consultation request
Secondary: Service page visit or contact form view
SaaS products:
Primary: Trial signup
Secondary: Feature comparison page engagement
Why This Works
When you only track what matters, you can:
Make faster decisions
Spot problems immediately
Optimize the right pages
Stop second-guessing yourself
MOST IMPORTANTLY: Sound like you know what you’re talking about when leadership asks.
Every other metric? They can be context, not conversions. You can look at them occasionally, or work up to using them effectively. But they shouldn't drive your decisions, especially when you’re just getting started.
Your Action Step
This week, identify your primary and secondary conversions. Set them up properly in your analytics. Then commit to ignoring everything else for 30 days.
More soon.
Lauren
What's your primary conversion?
Hit reply and let me know - I read every response.
You can respond right to this email. I read every comment and response, so don’t hesitate to reach out with a question if you’re feeling stuck or want thoughts.