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PPC Conversion Tracking: What Can You Measure?
Setting up conversion tracking can be a tedious process. Naturally, you want to know what the reward is for all your hard work (or the hard work of your web developer).
With PPC conversion tracking, there are a number of new angles added to your already-expansive reports. Understanding what you can measure now is crucial for making the most out of your conversion data.
This discussion will explore those newly added dimensions to your PPC reports and how this data can be used to help you achieve even greater results in your campaigns.
With conversion tracking enabled, Google can accurately measure the complete number of conversions you’ve earned in a given time frame. You’ll also be able to see all types of conversion actions, whether a visitor purchased a product, signed up for a newsletter, called, etc.
Essentially, your conversion data just got a whole lot bigger! With more information regarding different types of conversions, you can better understand what activities or steps needed to occur before a customer completed the conversion task.
It’s worth mentioning that you can customize how your conversions are tracked in the report column. You have three options:
Include in Conversions: This setting will allow you to include or exclude certain conversion actions. The default is for all of your conversions to be tracked, but you may decide that only one or two conversion activities are worthy of your attention. Alternatively, you may decide that an eBook download, for instance, isn’t a true conversion for your business.
Attribution Model: Setting up an attribution model will allow you to choose how to allocate credit for each conversion across various channels. This is a common marketing tool used in the Digital Age because customers typically interact with multiple touchpoints before converting. It’s crucial to have a complete view of this journey.
Conversion Counting: You can also select whether to count one conversion or every conversion from the same interaction.
Aside from just the number of conversions gained, your tracking will also be able to determine a number of other important metrics related to conversions. In particular, the costs and values associated with these various conversion activities.
Cost Per Conversion: By taking your total PPC costs and dividing it by the number of total conversions, the Cost / conv column shows you the average cost for a single conversion action to take place.
Conversion Rate: The Conv. rate data aims to find how likely an ad interaction (click, video ad view, etc.) will result in a conversion.
Total Conversion Value: If you’ve entered a value for your different conversion activities or enabled transaction-specific values, then you can see the total sum that your conversions earned for the given time period.
Conversion Value Per Cost: By taking your total conversion value by the cost of your ad interactions, Conv. value / cost approximates your PPC ROI.
Conversion Value Per Click: An estimated value of a single click found by dividing your total conversion value by the number of clicks.
Value Per Conversion: This metric is used to determine the rough value of a single conversion. It’s reached by dividing your total conversion value by how many conversions your PPC campaigns earned. If you have many different conversion activities, or a wide range of transaction values, this can be a great metric to see an average value of conversions.
If you’ve used the “Include in Conversions” setting to exclude certain actions from your conversion data, the All Conversions report will show you what your data would look like if you included all conversions in the previous columns.
You can see all of the same data (cost per all conversions, conversion rate, total conversion value, etc.) that your main conversions column displays.
This is a great way to see the impact of certain activities that you didn’t include in your conversions. For example, an online store may only include purchases in its conversions. However, they also want to see people that add items to their shopping carts. The All Conversions column reports data on these excluded actions.
In this column, you’ll find data on conversions that happen across different devices or browsers. For example, imagine a customer clicks an ad on their office desktop computer. Later that day, they use their personal smartphone to revisit the website and complete the conversion. Using aggregated and anonymous data from their users, Google can predict when these cross-device conversions happen.
Understanding cross-device conversions helps marketers picture the customer journey more accurately because they have some vision of customers bouncing from different devices. It also provides a more accurate view of your overall conversions.
It’s important to realize that clicks and conversions can occur weeks apart from each other. When the time of click and time of conversion are different, Google will default to choosing the time of the click. This is represented in your “Conversions” column.
If you’d rather see data at time of conversion, you can do so with this reporting option. You can see conversions, values, total conversion values, value per conversion and many of the other normal conversion metrics. This is a relatively new addition to conversion tracking data.
This column reports data on customers that viewed an ad, but didn’t click. Later, they visited your site directly, or through another channel, to complete a conversion. View-through conversions will always use the last viewable impression when crediting the conversion.
View-through conversions are crucial for advertisers leveraging the Google Display Network or YouTube video ads. If you aren’t measuring your view-through conversions, it is difficult to see which of your Display Ads or video messages are providing results.
Properly enabling PPC conversion tracking will open your eyes to a whole new world of data and reporting for your Google Ads campaigns.
By understanding when and where conversions happen, as well as the value of these different activities, you can accurately align your PPC efforts to capitalize on the most valuable opportunities.
Plus, you’ll gain key insight into the steps that your customers take before purchasing or otherwise converting!