How to Track Website Conversions: Complete 2026 Guide

You're spending money and time on marketing. But how do you know if it's working?

Conversion tracking is how you find out.

This guide covers everything you need to know about tracking conversions on your website—from basic setup to advanced attribution.

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What is a Conversion?

A conversion is when a visitor takes a desired action:

Macro conversions (primary goals):

• Purchase/payment
• Subscription signup
• Demo request
• Quote request

Micro conversions (secondary goals):

• Email signup
• Content download
• Account creation
• Add to cart

You should track both. Micro conversions indicate interest. Macro conversions indicate revenue.

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Why Conversion Tracking Matters

Without conversion tracking:

• "We got 10,000 visitors from Google Ads"
• Did any of them buy? "Umm... probably?"

With conversion tracking:

• "We got 10,000 visitors from Google Ads"
• "50 converted to customers"
• "$15,000 in revenue"
• "ROI: 200%"

Conversion tracking turns traffic data into business intelligence.

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Setting Up Basic Conversion Tracking

Step 1: Define Your Conversions

Write down your key conversions:

1. Primary conversion: [e.g., "Purchase completed"]
2. Secondary conversions: [e.g., "Email signup", "Trial started"]

Be specific. "Engaged user" is not a conversion. "Submitted contact form" is.

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Step 2: Choose Your Analytics Tool

Options:

• TrackFox - Best for revenue attribution (recommended)
• Google Analytics - Free but complex
• Plausible - Simple but limited conversion features

For this guide, we'll use TrackFox, but concepts apply to any tool.

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Step 3: Install Tracking Code

Add TrackFox to your site:

npx trackfox add

Or add manually:

<script
  defer
  src="https://trackfox.app/script.js"
  data-website-id="your-website-id"
></script>

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Step 4: Track Conversion Events

For form submissions:

document.querySelector('#signup-form').addEventListener('submit', () => {
  window?.trackfox('signup_completed', {
    form_type: 'newsletter',
    page: window.location.pathname,
  });
});

For purchases:

// After successful payment
window?.trackfox('purchase_completed', {
  amount: 99,
  currency: 'usd',
  product: 'pro_plan',
});

For button clicks:

document.querySelector('.cta-button').addEventListener('click', () => {
  window?.trackfox('cta_clicked', {
    button_text: 'Start Free Trial',
    location: 'hero',
  });
});

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Tracking Conversions by Source

The magic of conversion tracking is knowing WHERE conversions come from.

Using UTM Parameters

Tag your marketing links:

https://yoursite.com/?utm_source=google&utm_medium=cpc&utm_campaign=spring-sale

UTM parameters:

• utm_source - Where traffic comes from (google, facebook, newsletter)
• utm_medium - Marketing medium (cpc, email, social)
• utm_campaign - Specific campaign name

Your analytics tool captures these automatically.

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Viewing Conversions by Source

In TrackFox, go to Dashboard → Conversions:

Source	Visitors	Conversions	Conv Rate
Google Organic	5,000	50	1.0%
Google Ads	2,000	40	2.0%
Facebook	3,000	15	0.5%

Insight: Google Ads converts 4x better than Facebook.

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Building Conversion Funnels

A funnel tracks the path to conversion:

Landing Page → Pricing Page → Signup Form → Payment
    1,000    →     300      →     100     →    25

Overall conversion rate: 2.5%

Setting Up Funnels

In TrackFox:

1. Dashboard → Funnels → Create New
2. Add steps:
   • Step 1: Page visit /pricing
   • Step 2: Event signup_started
   • Step 3: Event signup_completed
   • Step 4: Event payment_completed
3. Save

Now you see drop-off at each step.

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Connecting Conversions to Revenue

This is where most analytics tools fail.

Knowing "50 people converted" is nice. Knowing "50 people converted, generating $15,000, from Google Ads" is actionable.

Revenue Attribution with TrackFox

Connect your payment provider:

1. Dashboard → Integrations
2. Connect Stripe (or PayPal, LemonSqueezy)
3. Revenue automatically attributed to traffic sources

Your dashboard now shows:

Source	Conversions	Revenue	Avg Value
Google Organic	50	$12,500	$250
Google Ads	40	$8,000	$200
Facebook	15	$2,250	$150

Google Organic brings highest-value customers.

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Advanced Conversion Tracking

Cross-Device Tracking

User clicks ad on phone, converts on desktop.

To track this:

1. Identify users when they log in
2. Connect sessions to user ID

// When user logs in
window?.trackfox('identify', {
  user_id: 'usr_12345',
});

Now their journey is connected across devices.

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Multi-Touch Attribution

A customer touches your brand 5 times before buying:

1. Google search (first touch)
2. Facebook retargeting
3. Email newsletter
4. Direct visit
5. Purchase (last touch)

Which touchpoint gets credit?

• First-touch: Google gets 100%
• Last-touch: Direct gets 100%
• Linear: Each gets 20%
• Time-decay: Recent touches get more

TrackFox supports all models. Choose based on your business.

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Offline Conversion Tracking

Customer converts via phone call or in-person.

Track manually:

// Log offline conversion via API
await trackfox.track({
  event: 'offline_purchase',
  userId: 'customer_email@example.com',
  properties: {
    amount: 500,
    source: 'phone_call',
  },
});

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Common Conversion Tracking Mistakes

Mistake 1: Tracking Everything

Problem: 50 different "conversion" events, no clarity

Fix: Pick 3-5 key conversions that matter. Track those well.

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Mistake 2: Not Tracking Revenue

Problem: Know conversion count, not conversion value

Fix: Connect to payment provider. Track revenue, not just events.

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Mistake 3: Ignoring the Funnel

Problem: Only tracking final conversion

Fix: Track steps leading to conversion. Find drop-off points.

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Mistake 4: Wrong Attribution Model

Problem: Using last-touch when first-touch matters (or vice versa)

Fix: Understand your sales cycle. Choose appropriate model.

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Conversion Tracking Checklist

Basic setup:

• Analytics tool installed
• Primary conversion event tracking
• Secondary conversion events tracking
• UTM parameters on all marketing links

Intermediate:

• Conversion funnel built
• Revenue tracking connected
• Conversions segmented by source

Advanced:

• User identification for cross-device
• Multi-touch attribution configured
• Offline conversions tracked

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Quick Start: TrackFox Conversion Tracking

Get started in 10 minutes:

1. Sign up: trackfox.app/sign-up
2. Install: npx trackfox add
3. Track conversions:

   window?.trackfox('conversion_name', { properties });
   

4. Connect revenue: Dashboard → Integrations → Stripe
5. View data: Dashboard → Conversions

14-day free trial. All features included.

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Conclusion

Conversion tracking isn't optional—it's essential.

Without it, you're spending money on marketing and hoping it works. With it, you know exactly what's working and what isn't.

Start simple:

1. Install analytics
2. Track your main conversion
3. Tag your marketing links
4. Connect revenue

Then iterate: build funnels, segment by source, optimize.

Start tracking conversions with TrackFox →

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Last updated: January 2026