Google AdWords Updated Conversion Tracking
Filed under: Analytics on Thursday, May 1st, 2008 by Nate Linnell
Google AdWords recently updated its Conversion Tracking tool with the ability to track multiple actions. This had been the biggest drawback with Conversion Tracking as most sites usually have more than one successful action that a visitor can take. Previously, you could not differentiate between a site’s different actions. If you decided to use Conversion Tracking, all the actions would be lumped into one bucket. Therefore, using Conversion Tracking had become prohibitive because generally, each action was going to have a different value to your business.
This update changes that and also will potentially make reporting and optimization much easier for those who decide to use the tool. Plus, using Conversion Tracking will also give you the ability to use Conversion Optimizer. This allows you to set a CPA goal and have your keyword bids automatically adjusted to meet your specific goals.
The one area that is still an issue is for businesses that have multiple AdWords accounts which utilize the same “thank you” pages. You can still use Conversion Tracking, but you will have to place the unique code snippit for each AdWords account on your pages. This will only affect a small percentage of advertisers. For the vast majority - the Conversion Tracking update should be a welcome change.
Just wondering: who still clicks on Google Adwords/Adsense links?
↓ Quote | Posted May 11, 2008, 3:41 pmWho?
Must be ignorant or people new to the Internet.
@Alan, if that’s the case then there’s a heck of a lot of them, as Google continues to make good money off those clicks…
↓ Quote | Posted May 11, 2008, 10:57 pmAdWords Conversion tracking is better with this multiple option BUT there are some issues.
First, it’s not possible at the moment to view conversion types by keyword or Ad Group without generating a report. It would be better if the standard online reporting system let you choose between conversion types, or better still, listed different conversion types in different reporting columns.
I expect this will change over time.
Secondly, the 30 days cookie limitation is a problem with businesses that have visitors converting after more than 30 days. Suppose you had an average conversion gestation period of 45 days, you can’t effectively optimize this with AdWords conversion tracking. There are ways round this but not within the AdWords system.
Having said that, the AdWords system is evolving and evolving nicely and given the sheer scale of Google’s operations, rolling out new functionality is not something that can be done without careful planning and capacity. I expect it will continue to improve - with the side effect that the added capabilities make it harder for businesses to run accounts effectively!
↓ Quote | Posted May 15, 2008, 2:57 pm