As marketers, we are driven to acquire leads. We set up all sorts of tracking codes and services like Google Analytics to see where our site traffic is coming from and when conversions are happening. Have you taken a moment lately to look at the last 30 days of traffic?

Rather than looking at sessions from each avenue of acquisition, look into which channel produces the highest percent of conversions. This is an indicator of where you could spend more resources for getting more leads.

For me, social media is ranked fifth for new sessions in the last 30 days but first for highest % of conversions. You can bet I’ll be spending more effort on social media content in the coming months and measuring that performance.

This was a bit of a surprise when I saw the higher conversion rate among social media visitors compared to organic search or even direct visits.

What exists in your data that might be a surprise to you?