Conversion reporting is not uniform across the platforms. There are differences, and if you are not sure of how your figures are reported, you may have trouble in optimizing the conversion metrics. You need to be careful and understand the ways to prevent avoidable problems.
Know the Various Conversion Reports.
Conversion tracking needs the right information to help optimize accounts. Yahoo Gemini has updated how conversion reports are being generated, and the same is true for Google. PPC account managers must be aware of how the more important channels are handling conversions.
The Click Conversion and Conversion That are View-Through
Do not assume that all platforms will list the click conversion and view through conversions separately. Yahoo Gemini does not. That platform merges the click conversions and the view-through conversion into a single conversions column in the Gemini Interface. A customized report will help separate the two. Yahoo Gemini has a “Create Report” icon to allow you to generate reports to note how click and view-through conversions are reported respectively. You are then able to optimize.
Google Analytics Goals and the AdWords Conversions.
Don’t try to import Google Analytics Goals into an AdWords account. AdWords will combine all conversions in the UI, and this may result in over reporting. The best way to be sure there is correct reporting on conversion actions, the Tools>Conversion Actions of AdWords permits you to see everything that is in the Conversions column. You can find out what keywords or campaigns are showing dissimilar conversions by looking at the Segment>Conversions>Conversion Name to check on the conversion actions taking place at either level.
- Unique Conversions (e.g., Bing UET)
Bing was once an overachiever when it came to reporting; you would often get more than you needed from UET. That has changed, and you do not have to settle for “All.” UET now offers a “Unique” conversion option. This update permits both “Unique” and “All” in conversion counting. The “Unique” option might not be useful if you are tracking orders since you need all of the data for tracking purposes. But, it is valuable if you are tracking leads. You simply edit the calls in the “Count” area and put in “Unique” to get the type of conversion counts you want.
- Triggering conversion pages in the Tag Manager with the use of “Contains.”
It is important to understand the naming convention employed for all potential conversion pages if you decide to use “Regular Expression” or “Contains.” The same trigger used on both the checkout page and a service sign up can cause conversion pixels to generate on both. You avoid this by using the URL or simply “Equals.” If you keep an accurate record of the conversion pages, it helps avoid a naming convention that might lead to conversion problems.
Day-of- click conversation will help with any optimization work. It becomes problematic whenever there is a delay in the click-to-conversion; the metrics are affected as changes occur later. The numbers in AdWords change as customers return later to a conversion. You can prevent the data skewing by using a window of time longer than a day when performing the optimizations. Google Analytics is a third-party platform that will report the conversions when they occur and is a good alternative.
No one wants trouble with conversion reporting, and there are some useful way to avoid bad conversion data:
Record any URL used for conversion;
Take advantage of several platforms like Google Analytics, using them to cross reference and double check on the primary conversion reports;
Look at the established “Trigger” pages in Google Tag Manager. Be certain the correct pages are helping conversions;
Use QA tools. Google Tag Assistant and Tag Manager Preview and Debug immediately come to mind.
- Take Advantage of offline metrics to determine if what is recorded online is truly happening;
Look at conversion reports across platforms. There could be some discrepancies which will impact your conversion figures.
Reports can be misleading if you are not careful. Do not assume everything is fine when, in fact, the statistics are not accurate. An ounce of prevention is worth a pound of cure. Review the conversion reports of the platforms you use and then optimize.