Display campaigns are more likely to generate “conversion assist” clicks than final-click conversions. For this reason, click attribution is important for assessing the display campaign’s role in conversion performance. But accurate conversion tracking is also important with display.
For this reason, we implement 100% conversion tracking coverage, whether the events being tracked are transactions, form submissions, phone calls, or other meaningful events.
We’ve found that less than half of existing campaigns have full conversion tracking implemented, and even when conversion tracking is implemented, it is more often than not lacking full coverage.
There is a reason for this – conversion tracking can be difficult to implement and test.
There are several ways to implement it, and they all have their issues. But getting conversion tracking is worth it; the effort invested to set it up is paid back in higher levels of campaign performance.
The obvious reason for having accurate PPC campaign conversion tracking is, you really won’t know what the performance of the campaign is without it. Even more importantly, when conversion tracking is implemented, it facilitates the capture of metadata associated with the visitor, the auction, the click, and engagement.
This can be fed back into automated bidding (machine learning) in the PPC platform, which when properly configured and optimized can take campaigns to new levels of performance, and reduce management time previously spent on constantly adjusting manual bidding to respond to changes in the market for keywords.
More: Our blog articles on automated bidding, conversion tracking, conversion tracking value models
