Most business owners don’t know their conversion rate.
Or worse — they think they do, but it’s off.
That means you’re flying blind. Spending on ads. Driving traffic.
But is your site actually doing the job?
Here’s how to check it properly — including what to do if you’re using Google Tag Manager.
What’s a conversion rate?
It’s how many people do the thing you want them to do on your website —
like call, book, buy, or fill out your form.
The formula:(Number of leads ÷ Website visitors) x 100
So if 100 people visit your website and 4 fill out a form, your conversion rate is 4%.
Step 1: Is Google Analytics set up?
- Head to Google Analytics
- Log in with your Google account
Can’t see your site?
Your developer or old agency might own the account. You’ll need access to see what’s really happening.
Step 2: Set it up if it’s missing
You’ll need:
- A Google account
- Your website URL
Then:
- Hit “Get Started” in Google Analytics
- Add your site
- Install the tracking code or connect via Google Tag Manager (we’ll cover that next)
Wait 24 hours for data to appear.
Step 3: Not technical? Here’s the shortcut.
You don’t have to mess around in Google Tag Manager.
Just ask your web person or agency:
“Can you give me the number of website conversions you’re tracking over the past 7 or 30 days?”
Then check if it lines up with your real-life leads:
- Emails
- CRM
- Phone call logs
- Booking confirmations
If the numbers don’t match:
- Ask: “Is our tracking broken?”
- Or: “Can we track phone calls / forms / bookings properly?”
You don’t need to do the tracking.
You just need to question it.
Step 4: Calculate your conversion rate
- Total conversions (leads, calls, sales) from Analytics or GTM events
- Total website visitors in the same timeframe
- Divide → Multiply by 100
That’s your number.
NZ Conversion Rate Benchmarks (2024)
| Industry | Poor | Average | Good | Excellent |
|---|---|---|---|---|
| Plumbing | <1.5% | 1.5–3% | 3–5% | 5%+ |
| Electrical | <1.2% | 1.2–2.8% | 2.8–4.5% | 4.5%+ |
| Builders | <0.8% | 0.8–2% | 2–3.5% | 3.5%+ |
| Landscaping | <1% | 1–2.5% | 2.5–4% | 4%+ |
| Cleaning | <1.5% | 1.5–3.5% | 3.5–6% | 6%+ |
| eCommerce (NZ avg) | — | 3.5% | — | — |
Hot stat: Google Ads campaigns in NZ average an 8.9% conversion rate. That’s higher than most countries.
But… context matters
- Low-cost products? Higher conversions. People decide fast.
- High-end services? Lower conversions. People take their time.
Top sites in your industry often convert 2–5x better than average.
Same traffic. Way more leads. That’s the power of good tracking and optimisation.
Final tips
✅ Get Google Analytics set up
✅ Use GTM for detailed event tracking
✅ Compare your data to real-world leads
✅ Benchmark locally — not globally
✅ Focus on improving your own numbers over time
Don’t just get traffic.
Get conversions. That’s where the money is.
