WordPress Conversion Tracking Guide: How To Add Conversion Tracking Feature In WordPress? 

Conversion tracking is one of the most important metrics that help websites and businesses to grow in the competitive marketplace. A website conversion rate is totally dependent on the effectiveness of the marketing campaign and the website design.  That is the reason why today’s businesses prefer to hire a reliable and experienced web design and digital marketing agency thet can help them to accomplish the desired goal. 

Are you looking to add conversion tracking features to your WordPress website? If yes then you have landed on the right article where we will help you to determine how you can add a conversion tracking feature to your WordPress website. 

Today every WordPress website owner looks to maximize their website traffic and most importantly conversion which generally includes getting more sales, clicks, and more. If you are not tracking your conversion metric then you are doing more harm to your business, website, and your marketing campaigns.  

Tracking those conversions helps you to get detailed information or data about your potential customer’s activity on your website which you can use to optimize your website and product. This data can be beneficial when you plan to redesign your website for better traffic and conversion. 

No matter what type of research you conduct before creating your marketing strategy. To measure the effectiveness and success of your marketing campaign you need to track the conversion rate or have a detailed report on it. If you are facing difficulties then you can always hire a highly experienced web design and digital marketing company to create an engaging web design and effective marketing strategy. 

When it comes to running a successful WordPress website, you need to understand how your potential customer interacts with your website. Undoubtedly your WordPress website design will play a major role in attracting user’s attention but to know whether they are taking action or not, you need to track the conversion. 

In this article, we are going to walk you through some important points on what is conversion tracking, why your WordPress website needs it? And how can you set up a conversion tracking feature in your WordPress website?  

What is conversion tracking?

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A successful conversion happens when a user visits your website, performs the desired action on your site, and becomes the customer or subscriber. On the other hand, Conversion tracking is all about tracking or measuring how the user interacts with your website with a goal to determine the success and effectiveness of marketing efforts. 

If you are running an ecommerce website then conversion means the site visitor successfully purchases the product from your store. Whereas if you are running a service-based company or news/blogging website then conversion means site visitors filling the contact form or signing up for the newsletter.  

Conversion tracking helps site owners to identify how many site visitors successfully performed the desired action. Without conversion tracking, you are running blindly in the dark without having any clear idea about what your potential customer is doing after visiting your website. It’s not that all website site visitor converts, some of them learn the website due to slow performance, most of them leave the site due confusing layout and few site visitors get confused due to various recommendations. 

So conversion tracking is an important metric that helps site owners to optimize their website and marketing campaign performance. 

Why should websites and businesses focus on conversion tracking? 

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Every website on the internet is created with a goal which generally includes convincing users to take action on the website. Whether you’re ruining an ecommerce website, subscription-based website, service-based website, or affiliate based blogging website the main goal is to persuade users to perform the desired action. 

Conversion tracking helps you to determine how your WordPress website design and marketing campaign is performing among users. Not only that but it also helps businesses to grow in the competitive marketplace by making data-driven decisions. 

As mentioned earlier conversion tracking helps you to check the traffic source and more. So if you are aware that this particular platform is bringing a lot of traffic and the visitors of this traffic source are likely to convert then you can make a more result-driven marketing strategy for that particular platform. 

Whether you are running Facebook ads or using landing pages for google ads, by tracking conversions you are able to determine whether it’s working for your website or not. If it’s not giving your desired result then you can make the changes accordingly. There are lots of benefits of conversion tracking. 

All the paid ads on different platforms have a high CTR (click-through rate), but what if the money you are putting in is not giving you a return or not converting people. Conversion tracking offers you a detailed report on how your current ads are performing among the audience. Depending on the data you can optimize your campaign which will help you to improve your conversion and ROI.

Conversion tracking also helps you to identify users that are not converting. Many times users open the content form but due to some reason they abandon or bounce to other pages without submitting the form. Conversion tracking tools offer you detailed data using which you can identify the reason for abandonment. Depending on that you can remove unnecessary fields, change color, and more.   

How to track website conversion? 

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There are lots of third-party tools and plugins available that allow you to track website conversion. Mainly in WordPress, you get access to a various conversion tracking WordPress plugins and the entire metric and analytical dashboard. Below we are going to some of the common and popular conversion tracking methods: 

Tracking URL: If you have used Facebook ads or google ads or other platforms that allow you to advertise then you might be aware of tracking URLs that generally include tracking parameters. Using Tracking URLs you can track user’s activities on your website and ads. Whenever a user clicks on them you get a detailed report about their activities. No matter whether they are converting or abandoning your pages it will give you a detailed report about users’ activity.  

Third-party analytical tools: Many websites out there use third-party tracking tools to set custom goals. Using these analytical tools you can track anything like the sales performance, total time spent on the website, abandonment rate, and more. It helps you measure the success and failure of your strategy and campaign. 

Email marketing tool: There are many blogging websites, service-based websites, an affiliate-based websites that are dependent on email signups. Using email marketing tools and plugins one can keep a track of every single new email signup activity happening on their website or web page. 

Measuring sales: If you are running an ecommerce website then it’s important to keep a track of your sales so that you are able to check the effectiveness of your website and marketing strategy.  There are various ecommerce plugins available in WordPress that allow you to keep a track of people making successful purchases, abandoning your woocommerce store, and more. 

There are many tools out there that can offer you all in one facility. Just you have to paste the tracking id into your WordPress website. We are going to give you a detailed idea about the different tools that you can use for WordPress conversion tracking.  

Different WordPress Conversion Tracking Tools  

The conversion tracking process is simple for existing WordPress users and a little complicated for new WordPress users. If you have previously used third-party conversion tracking tools then you might have heard of tracking pixels. Tracking pixels are nothing but the snippet of code offered by various third-party providers which you can paste into your WordPress dashboard to track the activities happening on your website.

It will allow you to track the total number of visits, ad impressions, conversion-related actions, and more. In this article, we will highlight some of the popular tools like google analytics, Facebook pixels, conversion tracking, Google Adwords, and more. After reading this article you will be able to determine how site owners can implement conversion tracking in the WordPress website. 

1. Google Analytics

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When it comes to selecting the best and free conversion tracking tool for WordPress then Google Analytics (GA) always ranks on the top of the list. Nearly every WordPress user uses google analytics as it can track almost every kind of metric that a website owner needs. Whether you are looking to track the total number of site visitors on your website or looking to get traffic origination reports it can offer you everything. 

And the best part with google analytics is that any new beginner with less to no knowledge about conversion tracking can understand google analytics functioning. There are many ways to track conversions but the most common and popular way to get started with conversion tracking is email options. 

It will help you to know the total number of leads your website generates in a week and also help you to get an idea about how many people are interested in your service and product. If they are interested in receiving your email then they are likely to sign up for your list. So you can start by creating a new landing page. 

Create a new page (for email signups) 

Go to your WordPress dashboard, under pages you can click on add new which will redirect you to the editor page. Enter the title of the page “Thank You” or any name you wish you have for the page. But remember this page will appear after the user fills in the information and successfully submit your contact form. That’s why it’s recommended to go with the same name that can either thank users or tell them about the purpose of sign up. 

Once you are done assigning the name of the page next comes the description part. Keep the description short and simple. You can give a short description of your business functioning but we recommend not to do that because if they have subscribed to your email list then in the email series you can give a brief introduction about your company. For now, you can thank them for subscribing to your email list. Once you are ready with the title and description you can click on publish. 

Link contact form to thank you page

Next comes the most important part i.e. redirecting users to the thank you page once they successfully fill and submit the signup form. If you are using a contact form plugin then you can do the redirection setting by following the below configuration.  Earlier in contact form 7, the ok_sent_ok directive was used to send a user from the contact form to another page. Now the setting is not in use but you can still do it using a shortcode. But before that, we recommend you install the code snippet plugin in your WordPress dashboard. Once the code snippet plugin is successfully installed you can paste the below code. 

add_action( ‘wp_footer’, function () { ?>


document.addEventListener(‘wpcf7mailsent’, function( event ) {

    location = ‘https://abc.com/thank-you/’;

}, false );


<?php } )

Make sure in the location you paste your page link so that it redirects the user to the thank you page after they successfully sign up by filling the contact form. 

Setup Google Analytics in WordPress 

If you have already set up google analytics then you can move to the next step or stick with it to see how you can manually connect google analytics and WordPress with code. Using the function.php file you can easily add the google analytics tracking code. 

Here are some precautions that you can take before connecting google analytics with WordPress. It’s recommended to use the child theme so that the code is not overwritten when you update the WordPress themes.  And make sure you have the updated backup of your WordPress website. 

After activating the child theme you can go to google analytics to get your tracking code. Login with your Gmail account, perform the account setup, and when you hit the create button you will be presented with google analytics tracking code. You can copy the code and paste it into the header.php file right before closing </head>. 

  • Go to the WordPress dashboard
  • Navigate to the Appearance section 
  • Under appearance click on the Theme editor
  • There you can find the header.php file. 

You can click on it and paste the code you copied from google analytics to like it with WordPress. Make sure after you paste the code above </head> don’t forget to hit the update file button. 

Set Goals In Google Analytics

Once you successfully connect your Google Analytics account with WordPress next you can set up a goal to track conversion.  To do that go to google analytics account click on the admin tab, then select the goal option in the right sidebar. Next, you can click on the “New Goal” option which will redirect you to another page where you can set up a goal. 

Goal setup 

As you are looking to track people that sign up for your email list. You can select the contact us option under “inquiry”. After selecting the contact us option you can hit the continue button which will take you to the next step i.e. “Goal Description” 

Goal Description

If you are setting the goal then you should give your goal a name. Remember the same name will show up on the goal page so make sure you are assigning the name that can be easily recognized. Next, you can select the “destination” option and click on the continue. 

Goal Details 

In this option, you can find an option called destination where you have to enter the page extension. So that when users finally fill and submit the form they will be redirected to the thank you page and counted as 1 lead. As we have assigned the name /thank-you/ you can use the same. You can assign the value of your conversion (optional). Once you are done with setting a goal you can hit the save button 

Make sure you disable the tank you page from google bot so that people who fill the form are the only person who can view the thank you page. If somehow it gets listed in the SERP and someone visits the page without filling the form then also it will be counted as one lead.

To check the results in your analytical dashboard you go to the “Conversion” option in the left sidebar then click on “Goals” under that click on “overview” to check how many people successfully filled your form. 

2. Google Ads 

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Today’s apart from social media, google ads are one of the popular and most widely used forms of advertisement that enables the website to rank on the top in the SERP.  If you have come across any banner ads on the internet then that’s also because of Google ads. Adwords can be used to either drive users from the landing page to your website or you can use it to generate leads. So compared to other social media settings, Google AdWords in WordPress is much easier. To do that you can follow the below process

Track Conversions in WordPress Using Google 

To track conversion on your WordPress website you can make use of google analytics goals. But before that, you need to connect google analytics with google Adwords.

  • To connect google analytics with Adword or Ads you need to go to the ADMIN tab in Google analytics. In the left sidebar, you will find an option called “Adwords Linking” under product linking. Click on Adword Linking then select the Adword account and turn on the button/switch. Then hit the save button.  
  • After performing the above step you need to create goals in google analytics. You can follow the same procedure of setting the goal as we have mentioned in “Google Analytics”.   
  • Once you are done creating your goal next, you can go to your Google Ads account and select the “Tools Tab ” from the top menu. In the tool tab on the left sidebar, you can find an option called “Google Analytics”. Click on it to import goals from analytics. In the google analytics option, you will be able to find the goal that you created in google analytics. Select the goal and click on the import button. 
  • In the next tab i.e. in the conversion setting you can select the category, enter the value of each conversion, and change other settings depending on your needs. Once you are done with the setting part next you can click on the import goals button. 
  • Once you are done with the above setting then you will be able to see each conversion that successfully fills and submit the form.  


Track Conversion from search engine to your website using Google Ads:  

  • Once you successfully set up google ads you can navigate to the tools and setting option in the top bar. 
  • In the dropdown, you can find the options class measurement. Click on it 
  • Then you can find an option called conversion under measurement. 
  • After you click on the conversion you will be directed to another page where you can find multiple options like website, app, phone calls, import, and more. 
  • Your goal is to track conversion form search engine to the website so we recommend selecting the website 
  • In the tab “Create the action” you can select subscribe form the dropdown menu (if you wish you can also select an option like  signups, add to cart, purchasing, and more) 
  • Once you successfully select all the options next you can click on continue. From there you can copy the code and paste it into your WordPress website which will help you to track conversion.

3. Facebook Conversion Tracking (Universal Pixels)

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When it comes to selecting the best social media platform for advertisement then Facebook always comes on the top due to its huge active user base. So below we are going to highlight how you can track conversion using Facebook.  

Earlier facebook used to have two different pixels, they are conversion tracking pixel and custom audience pixel. Both the pixels were created with different goals but they were confusing for site owners and marketers. After 2016 Facebook started to offer universal Facebook pixel. Using the universal pixel site owners and marketers can track conversion, custom audiences, retargeting, etc.   

So before we move ahead with conversion tracking in WordPress let’s identify how you can create pixels. 

  • To create a pixel first you need to go to Facebook pixel manager. If you already have an account then that’s well and good or else you can create one for free.
  • Once you are on the page (Facebook pixel) you will find an option called create pixel in the green box. Click on it and neither the name (business name) of the pixel. 
  • Check the box i.e. you accept all the terms and conditions to get your pixel code. Once you successfully generate the Facebook pixel code now it’s time to insert it into your WordPress website. 

Setting Up Facebook pixels in WordPress website 

Before you set up a pixel in a WordPress website you need to understand that for tracking conversion you need two different codes both the code are part of the universal pixel but have different functionalities. Pixel base code is generally used for every page in your WordPress website where event-based code is used to track activity in the particular event which needs to be placed on the individual page. 

Adding pixel-based code to the WordPress header.php file is easy. Just you have to navigate to the Appearance→  click on themes→ head to header.php file and paste the pixel code above </head>. But if you are tracking conversion for contact form submission (that we have created in the beginning of the article)  then we need to place event code on the conversion or redirection page. 

Adding pixel code to header.php is easy but including event code for individual pages in WordPress may require external help. If you are aware of how to access and edit the backend code of an individual page in WordPress then you can add the event code or you can make use of plugins like PixelYourSite or pixel caffeine. Both the plugins offer free as well as paid versions.

In this article, our goal is to track conversion i.e. from Facebook advertisement to basic contact form submission that can be done using its free version. But if you wish to track conversion on woocommerce products then you might need to upgrade it to a premium version. SO let’s take a look at how we can use the plugin to add Facebook pixel in WordPress and use it on all pages and also create events for single pages.  

  • The first thing you need to do is download and activate the PixelYourSite plugin into your WordPress dashboard. (you can download the plugin by clicking on the “Add new plugin” under the plugin option. 
  • Once you have successfully downloaded and activated the plugin you will find the “PixelYourSite” option in the left sidebar of your WordPress dashboard. 
  • Next, go back to Facebook ad manager and copy the Pixel Id that you may find in the left sidebar.
  • After copying the pixel code Go back to your WordPress dashboard and click on the PixelYourSite plugin setting. On the right side of the screen, you will find an option called “Add your Facebook Pixel ID” and paste the id that you copied from Facebook pixel manager. 
  • On the same page scroll to the last and check the “activate plugin general setting”. Next, save the changes. We also recommend you to download a chrome extension called Facebook pixel helper that will give you detailed information about events you can create from your WordPress dashboard. 

Create Events: 

Once you hit the save setting button it will activate Facebook pixel for every page in your WordPress website. But here our goal is to track the conversion whenever a person fills out the contact us page that we created in the beginning. 

  • To add even more you can go back to the WordPress dashboard click on PixelYourSite. Next, you will find manage your Facebook pixel page in the select even tab
  • On the bottom of the page, you will find an option called “Add new event”. Click on it 
  • Next, you need to paste the URL that you want to trigger. While explaining google analytics we have mentioned how you can create a page in WordPress (thank you page) that the user will see after submitting the form. Paste the URL of the same page so that whenever someone submits the form it will be counted as one lead. 
  • In the event type, you can select the lead option. If needed you can assign the value of each lead once you are done and fill other options you can click on “Activate event”. 
  • Then hit the save setting button
  • If the event is live you will be able to see the same in the Facebook pixel helper (chrome extension) that we asked you to add. 

Once you successfully perform the above step then you will be able to track the ads that you will run on Facebook with a goal to get more leads. While creating the ad make sure you select the “Facebook pixel”. Using the above setup you can keep a track of which of your ads or boosted posts are performing well among the audience.  

4. Twitter Website Tag (To Track Conversion)

Twitter is another popular social media channel with a huge user base that you can integrate into your WordPress website to track conversion. Like in Facebook we have used pixels to track conversion and leads. On Twitter, we are going to make use of the Twitter website tag to track conversion. There are many websites and marketers who prefer to advertise on Facebook. Yes, it’s true twitter has less number of active users than Facebook. But when businesses wish to generate more quality leads then they prefer to go with “Twitter”. 

So before we start setting Twitter pixel in WordPress let’s determine how you can generate or create those tracking pixels. Compared to Facebook, Twitter is a lot easier to access and work with. You can follow the below steps to identify how you can generate those website tags. 

  • To do that, first, you need to go to the Twitter ads account. If you have already had an account then you can use the same or create a new one by entering a few of your details. Once you successfully signup you will be able to find multiple menus on the top. Among them click on tools and from the dropdown menu you can select the conversion tracking option. 
  • Next, you will be redirected to a page where you can find an option called “generate website tag for conversion tracking”. Check the box to agree with their policies and click on the button to create a website tag for conversion tracking. 
  • Once you successfully generate the code next you can paste the same into the WordPress website by following the below process. 

How to setup Twitter website Tag in WordPress?

You can paste the website tag that you have generated from the Twitter ad manager into your WordPress dashboard in the header.php file. But we recommend you to download the plugin called tracking code manager or insert header and footer. 

  • Go to you WordPress dashboard
  • Navigate to the plugin section and click on “Add new” 
  • Search for Insert header and footer plugin (download and install the plugin)  
  • Next, go to the setting in your WordPress dashboard 
  • From the drop-down menu click on the insert header and footer option 
  • Next, you will find an option called “scripts in Header” on the right side of your screen. 
  • Paste the website tag in the box and click on the save change button    
  • Now your WordPress website is connected with Twitter ads. 

Setup Conversion tracking  

Once your WordPress website is connected to Twitter next you need to set up conversion events. Earlier on Facebook, we used the plugin to set up the event but we are going to use the Twitter ads to create those events. But before that, we would recommend you to download the Twitter Pixel helper chrome extension as it can help you to identify whether the pixel is active (in WordPress) and the event you create is active or not. 

  • To create the event you need to go to the Twitter ads manager. Under tools, you can click on the conversion tracking option. 
  • Next, you can click on the create new conversion event button 
  • You will be redirected to the setup page. Assign a name for the event, as our aim is to generate leads by encouraging users to fill the form then we are going to use the same i.e. “Lead”. 
  • Next, you need to select the type of conversion. You can select a custom or site visit from the dropdown menu. After that select the universal tag and paste the redirection URL that we have used while setting an event in the Facebook pixel. 
  • Finally, after filling in all the options you can click on the save conversion event.   

Now you are ready to go live. Whenever you plan to run an ad on Twitter you will get full details about the total number of leads and conversions. 

Frequently Asked Questions: 

1. How do I track visitors to my WordPress website? 

If you are looking to track the total number of site visitors coming to your website then you can follow the below process: 

  • Firstly you need to login to google analytics 
  • After you successfully login into your website then can copy the code 
  • Go to your WordPress dashboard 
  • In the appearance option click on themes 
  • Go to header.php file 
  • Before the closing </head> paste the code you copied from google analytics 
  • Connect your google analytics with your WordPress website 
  • After successfully connecting your website with google analytics you will be able to track the total number of traffic on your website and every small detail about the traffic. 

If you are looking to create a WordPress website that drives more conversion and sales then it’s important to understand your target market expectation and needs. Partnering with a reliable and experienced WordPress website design company helps you get access to their expertise that can be used to create a researched-based custom-coded WordPress website for your business. 

2. Does WordPress come with built-in analytics? 

WordPress offers you a dashboard where you can track your website performance, SEO friendliness, and other things happening within your website but when it comes to analytics, WordPress doesn’t offer any inbuilt analytical tool to track total conversion, traffic, and more. However, you can use google analytics or other plugins like monster insight to get in-depth analytical data about your website. Above we have listed all the tools that you can integrate with your WordPress website to track conversion. 

A website’s success is dependent on both marketing strategy as well as design. Most website visitors leave the website either due to confusing website navigation layout or because they don’t feel connected. With the help of an experienced WordPress web design company, you can create a research-based website design that meets your potential customer’s expectations and offers you lucrative results. 

3. How can I add a Facebook tracking pixel to WordPress?

If you are looking to add a Facebook tracking pixel to your WordPress website then follows the below process: 

  • First, you need to create Facebook pixel through the Facebook ad manager 
  • Once you successfully login and generate the manual pixel code next go to you WordPress dashboard
  • From the plugins section, you can download and install “insert header and footer” 
  • Go to setting under that you can find an option called insert header and footer  
  • Click on it then paste the code and click on save the change
  • Once you successfully click on save to connect your WordPress website with Facebook

To drive more conversion and traffic on your website you need to have a design that not only grabs users’ attention but also encourages them to perform the desired action. SFWP Experts is an award-winning website design company in Los Angeles, working with highly qualified website design professionals that can help you to create a research-based fully functioning WordPress website that drives more traffic and conversion on your website.

4. Is PixelYourSite the right plugin for WordPress? 

PixelYourSite was launched in the year 2015 with the goal to help WordPress website owners to manage the conversion tracking on WordPress for different platforms like Facebook pixel, google analytics, google ads remarketing. Pinterest tags and more. So if you are planning to create new events on Facebook and track the conversion from the WordPress dashboard then PixelYourSite can be the best plugin. There were some compatibility issues with WordPress policies but after some back and forth from the WordPress review team, the plugin was made available for WordPress users. 

In today’s competitive marketplace just having a WordPress website is not going to offer you lucrative results. For that, you need to build a custom WordPress website design that relates to user expectations and contains all the features that can optimize your website’s functioning. Hiring an experienced and reliable WordPress web design company for your website will help you to create a fully functioning conversion-centric custom WordPress website that drives more traffic, conversion, and revenue.