Measuring the impact of your content marketing can be challenging, even for the most experienced marketers. This is because branded content can serve multiple purposes simultaneously – raising awareness, improving brand perception, or even shifting consumers’ understanding of a particular issue. In the best cases, it can directly lead to data capture and sales for your campaign.
At Dianomi we’ve helped brands achieve all of these objectives through native content campaigns across our global network of brand-safe, premium news sites. Now we’re introducing a new way to measure performance: multi-step conversion tracking.
What is Multi-Step Conversion?
Traditional conversion tracking often stops at a single metric, such as how many users submitted their information on your landing page – whether it’s an email address or business inquiry. But anyone who’s run a conversion campaign knows that capturing a lead doesn’t always translate to real business results.
Even after submitting their information, users may still fall out of your purchase funnel for various reasons, such as incorrect email addresses or poor credit ratings. To truly understand how effective your content marketing is at driving conversions, it’s essential to track not only the initial submission of data, but also the validation of that data and whether the click ultimately results in a sale.
Multi-step conversion tracking provides a more sophisticated way to measure customer engagement with an ad unit beyond a simple click. Instead of only measuring the initial form submission, it follows the user journey, providing a clearer, more reliable view of campaign performance.
Where Can Multi-Step Conversion Help?
Multi-step conversion tracking is particularly valuable when the buying or online submission process is complex and involves multiple steps or decision points. Examples include campaigns for credit card applications, loan inquiries, or app installations.
In these cases, a meaningful conversion metric would capture how many users reached each stage of the process and what percentage of those users were qualified or took the next step.
With multi-step conversion tracking marketers can not only see how many users enter the funnel and progress through each stage, but can also identify when drop-offs occur. This allows you to identify friction points in the customer journey, whether it’s a confusing form field, hesitation at submitting personal information, or issues with payment processing. By uncovering these gaps, marketers can make data-driven optimizations to reduce abandonment rates and improve conversions.
Furthermore, multi-step tracking offers a clearer view of content effectiveness, helping your content-specific messaging strategies or creative elements drive meaningful outcomes. You can refine campaign elements and channel placements based on what’s genuinely driving engagement and conversions.
At Dianomi, we help clients connect this conversion data back to the individual ad unit, allowing for better optimization of content messaging and placement based on what’s driving real business results.
Ready to Drive Smarter Conversions?
Discover how multi-step conversion tracking can unlock deeper insights and better outcomes for your campaigns. Contact Dianomi today to learn more.
