Conversion tracking is the process of monitoring and analysing when users complete a desired action, such as filling out a form, downloading content, requesting a demo, or making a purchase. It provides the data needed to understand how effectively campaigns, channels, and assets are driving meaningful engagement.
In B2B marketing, conversion tracking connects tactical activity—like email clicks, ad impressions, and landing page visits—to measurable business outcomes. It helps marketers evaluate which touchpoints contribute most to pipeline creation and revenue influence, ensuring investment decisions are guided by evidence rather than assumption.
Robust conversion tracking requires consistent tagging, attribution modelling, and integration across platforms. When set up correctly, it offers full-funnel visibility into performance, enabling teams to optimise spend, refine targeting, and demonstrate marketing’s impact on business growth.