Conversions occur when subscribers take some action that you intended for them to take. The specific action that results in a conversion is defined by you, and might be clicking a link, making a purchase, or completing a form to request more information.Tracking conversions--and in some cases putting a dollar value to them--can give you valuable insight into the effectiveness of your marketing message. However, the definition of a "good" conversion rate can vary from industry-to-industry, season-to-season, or campaign-to-campaign. You can consult industry averages for basic guidelines, and should create your own benchmarks to monitor conversion rates over time.
Within ExactTarget you can track customer traffic to your website driven from links in your email. When a subscriber visits your landing page from an email link, ExactTarget passes your site data about the subscriber and the email so that you can track the information in your web analytics package. You can then pass the data back to ExactTarget to be displayed along with the standard email tracking data.
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