What is a Conversion Audience?
A conversion audience tracks the visitors that reach a page on your site, which you consider a successful conversion page.
Some examples of B2B conversion pages are:
- A thank you page shown to the visitor after requesting a demo.
- A confirmation page shown to the visitor after submitting a form.
- A thank you page after downloading a piece of gated content, such as a white paper.
Examples of B2B Conversion Audiences
Defining your conversion audience is imperative to measure how successful your campaigns are.
We recommend B2B advertisers to track all visitors who have submitted any lead generation forms as conversion events - we refer to these events as form fill completion pages.
Below are some common types of form fill completion pages:
- Signup: a person who has completed signing up for a trial for your product or services.
- Demo Request: a person who has completed a form to request a demo of your products or services.
- Gated Content: a person who has provided their email address or other personal details to download a piece of content, for example, a whitepaper.
- Contact Sales: a person who has completed a form to request to speak to your sales team.
- Event Registration: a person who has completed a registration to attend an event, such as a webinar or an in-person conference.
- Livechat: a person who has provided their email address or booked a meeting through Livechat.
Differentiate your form fill completion pages from your high-value pages
The form fill completion pages shown to visitors after they complete a form fill are different from your high-value pages.
- Use form-fill completion pages to create Conversion Audiences in the RollWorks platform to measure how successful your campaigns are.
- Use high-value pages to create Audience segments so that you can track when visitors move down the funnel and customize your message when serving them ads.
A high-value page is typically the landing page where the visitor is called to complete an action prior to the form fill thank you/confirmation page.
The example below shows our high-value page where the visitor is called to request a demo: rollwroks.com/request-a-demo
The example below shows the form fill completion page this is the thank you page where the visitor is directed to after completing the demo form submission: rollworks.com/request-a-demo-ty/
What is required before creating my first Conversion Audience on the platform?
The first step is to place the RollWorks Pixel on the header of your website, ensuring that it fires on every page of your site. Your RollWorks Pixel is the key to tracking your site activity, including conversions.
The RollWorks platform will determine when visitors convert based on how you have defined your conversion audiences. The two most common ways to define a conversion audience are creating URL-based or Event-based audience and check the box that reads “This is a conversion audience”.
How to create a URL-based Conversion Audience on the platform?
In the RollWorks platform:
1. Go to Identify > Ad Audiences > Create New Audience
2. Select Audience Type = URL Visited and enter the thank you/confirmation URL page
3. Type the desired Audience Name
4. Check the 'This is a conversion audience' checkbox
5. Select the Lead Type from the options available in the dropdown
6. Select how long you want to keep a person in this audience
7. Click Create Audience
How do I create a conversion Audience if my website does not use 'thank you' confirmation pages?
If your company does not use 'thank you' confirmation pages after a form fill is completed by a visitor, you can define other types of audiences that are not based on a visited URL, user-triggered Event-based audiences.
- A visitor clicking the button to request a demo could be used as the event to define your audience when there isn't a different URL after clicking.
- If you define your conversion in this way, the RollWorks platform will count a conversion any time a visitor clicks the demo button.
We recommend using Event-based audiences if clicking the button doesn't direct the visitors to a thank you/confirmation page that is only accessible after completing the action.
Learn more about all the different types of audiences you can define in the RollWorks platform here.