First clarify what you want to measure
The main conversions on the B2C website are usually viewing products, adding to the shopping cart, entering checkout and completing orders; the main conversions on the B2B website are usually viewing products, clicking on contact information, submitting contact forms or inquiries. Both types of sites should not use the exact same data destination.
View backend business data
Backend statistics are used to observe business results such as orders, products, and customers. Different reports are visible for different website types: order analysis is mainly for B2C, and product and customer statistics can be used based on actual data.
Order analysis Product statistics customer statistics
Configure Google Measurement
Google Analytics is suitable for observing visit sources and on-site behavior; Google Ads conversion is suitable for measuring key actions brought by advertising; Merchant Center Feed is mainly related to product placement scenarios. It should be enabled one by one according to current business needs, and it is not necessary to configure all tools at once.
Google Analytics Settings Google Ads Settings Google Feed Settings
Target differences between B2C and B2B
- B2C：With purchase as the final conversion, observe the processes of product browsing, additional purchase and checkout at the same time.
- B2B：With inquiry submission and effective contact as the main conversions, form, phone, email or instant messaging clicks can be measured separately.
Online verification
- Confirm that the measurement ID and ad conversion ID correspond to the target website.
- Complete a key process with a test visit.
- Check whether browser privacy settings and cookie consent mechanisms affect data.
- Wait for the service provider to process it, and then check the event name, source, and conversion number.
- Compare back-end business results with third-party statistics and record differences in caliber.