How are Conversions Measured on Non-eCommerce Websites?

A lot of websites don’t sell things directly. They don’t have a shopping cart or checkout page. But that doesn’t mean they aren’t valuable. In fact, many businesses use their websites to get leads, collect emails, book appointments, or share helpful content. And to see if that’s working, they need to track what people are doing. That’s where conversions and the need to measure conversions on non-eCommerce websites come in.

When you measure conversions on non-eCommerce websites, you can tell if your visitors are doing what you want them to do. Are they filling out the contact form? Downloading your guide? Calling your office? If you’re not measuring these actions, you’re missing the full story.

Let’s break it all down and make it easy.

What is Conversion Value? Why Is It Important?

A conversion value is a number you give to an action someone takes on your site. This helps you understand how much that action is worth to your business.

Let’s say every time someone fills out your contact form, one out of ten becomes a client. And that client is worth $1,000. That means each form fill could be worth $100. So, even if you don’t make money right away, that action has value. It gives you real data to guide your choices, like where to advertise, which pages to improve, and what kind of traffic matters most.

That’s why when you measure conversions on non-eCommerce websites, setting values gives your numbers meaning.

Non-eCommerce Conversion Examples

Every one of these can help you measure conversions on non-eCommerce websites. You just have to decide which ones matter most for you.

How to Measure Conversions on Non-eCommerce Websites?

Let’s go step by step, in plain words, with lots of care and detail. It doesn’t matter if you’re a small business owner or an SEO specialist Phoenix; this guide can help you:

1. Decide What Counts as a Conversion

Before you touch any tools, stop and think. What actions on your site bring business value, even if money isn’t exchanged right away?

Ask these questions:

• Does a contact form lead to real leads?
• Do newsletter sign-ups turn into customers over time?
• Are demo bookings or quote requests signs of serious intent?
• Does downloading a PDF or guide show buying interest?
• Are calls from mobile users often tied to new clients?

Now, take those answers and write them down as conversion actions. Not everything needs to be a conversion; focus on things that matter to your business. Also, decide on micro-conversions and macro-conversions:

• Micro: newsletter sign-ups, video views, page scrolls
• Macro: form fills, phone calls, bookings

Start tracking both. Micro tells you engagement. Macro tells you if your website is working.

2. Figure Out What Each Action Is Worth

Even if you don’t sell online, each action has value. Let’s say:

• You get 10 contact form fills a week
• 2 turn into real calls
• 1 turns into a client worth $1,000

That means 10 forms = $1,000. So, each form is worth $100 on average.

You can do the same with newsletter sign-ups or calls. Just trace the path from the first action to the final result. Talk to sales. Look at past data. Estimate if needed. This gives you a conversion value to plug into Google Ads or Analytics later.

3. Set Up Google Analytics and Google Tag Manager

If you haven’t already:

• Create a Google Analytics 4 (GA4) property.
• Set up Google Tag Manager (GTM) and install the GTM code on your site.
• Link GA4 to GTM.

Now, for each action (like a form fill or click-to-call), use GTM to create tags that fire when users complete that action. Examples:

• User submits a form → Tag fires → Sends event to GA4
• User clicks a phone number → Tag fires → Logs a phone click
• User scrolls 75% down the page → Tag fires → Logs “deep engagement”

Make sure each tag is:

• Named clearly (“form_submit”, “phone_click”)
• Triggers correctly on the right page/action
• Linked to your GA4 event parameters

4. Set Goals in Google Analytics (GA4 Conversions)

To measure conversions on non-eCommerce websites in GA4, you don’t create “goals” like in Universal Analytics; you mark events as conversions. Steps:

1. Go to GA4 > Admin > Events
2. Find your event (like “form_submit”)
3. Toggle the switch to mark it as a conversion
4. Optional: If you’re importing into Google Ads, go to Google Ads > Conversions > Import > GA4

You can also assign a value to each event in GTM or GA4. This lets you track ROI in reports.

5. Test Each Goal

This is the most skipped step and the one that causes the most missed data. Here’s how to test:

• Go to your live site.
• Fill out the form or click the button.
• In another tab, open GA4 > Realtime.
• Look for your action under Events.
• Make sure it shows up within a minute or two.

If it doesn’t show:

• Check if your tag is firing in GTM.
• Use Google Tag Assistant or GA Debugger to troubleshoot.
• Double-check the trigger settings.

6. Check Your Reports Regularly

Once tracking is live, reports will start to fill with conversion data. To measure conversions on non-eCommerce websites in GA4:

• Go to Reports > Engagement > Conversions
• See total conversions by day, week, or month
• Sort by traffic source (Google Ads, SEO, email, etc.)
• See which pages convert more (Landing Page report)
• Use Path Exploration to see what users did before converting

For example, if people convert more after visiting your FAQ page, maybe you highlight that more. If most conversions come from organic search, double down on SEO.

7. Tweak and Improve

Data is only useful if you act on it. If a page gets 1,000 visits but only 2 conversions:

• Is the form too long?
• Is the button text weak? (Change “Submit” to “Get My Quote”)
• Is the page loading slow?
• Are visitors bouncing fast?

Try:

• A/B testing headlines or layouts
• Making forms shorter
• Adding social proof (testimonials, trust badges)
• Changing CTAs from “Learn More” to “Get Started Now”

Also, check mobile vs desktop. If mobile converts lower, maybe the button is hard to click, or the layout is confusing.

8. Add Offline Conversions (Optional)

Let’s say someone fills out a form, and two weeks later, your sales team closes the deal. You can import that back into Google Ads to match which ad brought them in. Steps:

• Store leads in a CRM
• Add GCLID tracking to forms (Google Click ID)
• Export the CRM data with GCLID and upload it into Google Ads

This closes the loop from website to real-world sale. It’s advanced but powerful.

9. Update Your Conversion Values Over Time

Every few months, revisit your values. Maybe your sales team got better, and now 1 in 5 leads closes instead of 1 in 10. That changes your math. If your average deal size goes from $1,000 to $2,000, update your form fill value. The more accurate your values, the better your ad bidding and business planning.

Build Your Non-eCommerce Website with High Conversions in Phoenix

Not every website is a store. But that doesn’t mean you can’t track real value. When you measure conversions on non-eCommerce websites, you learn what actions matter, where to improve, and how to grow.

If you need help making your website for your business, Wise Advertisement in Phoenix, Arizona, can help you!

We build and launch your website and measure conversions on non-eCommerce websites for you. We build tracking systems, set clear values, and help improve your site to turn more clicks into real business.

Contact us today for a FREE consultation, and let’s make your site work smarter.

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