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When it comes to ad tracking, conversion rate refers to the percentage of people who came to your site and became customers. This means traffic that converted into sales. Of course, there is no other driving force that sustains e-businessmen than sales. And when it comes to online sales, conversion ratio is crucial. While there have been extensive discussions regarding conversion rates and what make good ones, there is still no accepted standard for this and e-merchants themselves are actually still at a loss as to how much should be enough. Of course, no figure or statistic could work for all because different e-businesses sell different products, items or services and what works for one may not necessarily work for another. However, for the same of having a baseline to serve as a springboard for forecasts or interpretations, it is agreed that between 2 – % is safe. You may wonder why it seems to be a very low target to be aiming for. It’s surprising but that’s the reality of it. In fact, the best performing sites haven’t been able to surpass the 20% conversion mark. And yet, they’re already happy about it. If anything, this tells us that business on the web may have made things extremely easy for the buyers but not necessarily for the sellers. There are quite innumerable tricks and gimmicks you can try and you can hire the best online marketing gurus and SEO experts to bring those all-important traffic to your site. But without the right tools for website analytics, you won’t really be making any significant improvements. Why? Because there just won’t be any reliable way for you keep track of how your existing campaigns are doing. And when you don’t keep track, you don’t know what your weak points are and you won’t be able to correct them. Then they get weaker and so do you. On the other hand, when you don’t track your site, you won’t know which parts of it are doing so well and you would have lost enormous opportunities to sell yourself even more using those outstanding points that you already have. Why? Because you don’t even know your statistics. How can you possibly expect to have good results? You don’t even have a clear picture of what you have. How can you make it into what you want? Definitely, you need to know what’s happening out there where your articles or blogs are in action. You need to know how many have been following your posts and how many actually follow them to your website and how many actually purchase. At the end of it all, you wouldn’t care as much about anything as whether or not people who came to you ended up buying from you or just clicked away. The only way to find any real, substantial information about the progress of your ads is to use a conversion tracking tool or service so as you go along with your marketing campaign, you’ll know what needs to be done and what should be avoided basing on actual web statistics and not mere opinion or gut feel.