The buyer's journey consists of awareness, consideration, and decision. That final conversion to the decision-making stage is a fan favorite.

It's a huge success to turn someone from a spectator to a customer. But if you ask a marketer how they achieved those conversions and they can't answer that question, they might as well be waving a red flag around.

Because if they can't tell you how they helped move someone along the pipeline, they're almost definitely not tracking their conversions.

The ultimate goal of the marketing department is to capture the attention of their brand's audience, increase engagement, and eventually turn audience members into customers.

The efforts that marketers put into these conversions can be measured with a wide array of marketing metrics, but only conversion tracking can tell them the journey that the customer is taking.

Without knowing the customer's journey, it's impossible to improve the customer experience.