How do I set up proper conversion tracking for my landing page tests?

Define what counts as a conversion

Before any testing, decide what action proves success: a completed purchase, a submitted form, a phone call, a newsletter signup, or something else. Be specific. "Engagement" is too vague for PPC measurement.

Install tracking on your landing page

Most PPC platforms (Google Ads, Microsoft Ads, etc.) provide conversion tags you paste into your page HTML or use via Google Tag Manager. The tag fires when someone reaches a confirmation page or triggers a specific action. Test that it fires correctly in your browser before running ads.

Separate test variations in tracking

Your platform should let you tag which version of the page generated each conversion. If testing two landing page designs, ensure your tracking system captures which page variant each person saw. Without this, you can't know which variation actually won.

Wait for sufficient data

Don't stop a test after 10 conversions. Run it until you have at least 50-100 conversions per variation, depending on your conversion rate. This reduces noise from random variation.