Conversion Tracking Setup For Shopping Campaigns

search ad conversion trackingFor eCommerce Shopping ad campaigns, conversion tracking setup is important because it allows for calculating the two most important metrics in paid search: return on ad spend, and advertising margin.

More importantly, it provides valuable information back to the automated bidding algorithms, which uses machine learning logic to maximize the performance of the campaign.

When a Shopping campaign sends accurate conversion tracking conversion values back to the automated bidding logic, automated bidding with machine learning can deliver significant performance improvements, and greatly reduce campaign management time.

In a Shopping campaign, conversion value setup often generates a value simply equal to the amount of the sale. Preferably, it’s taken a step further, and the “cost of the goods sold” is subtracted to calculate gross margin, creating a more accurate signal. We can setup custom variables to handle this.

When a sale occurs, the value for that transaction is registered as a conversion not just for the last click, but is also distributed (“attributed”) fractionally up through the sales funnel. The weighting for the conversion credits are defined by the click attribution model. This is why you will see fractional conversions in our eCommerce reporting.

More:  Our blog articles on automated bidding, conversion tracking, conversion tracking value models

Related Posts

5 Keys To Developing High Performance Search Ad Campaigns

5 Keys To Developing High-Performance Search Ad Campaigns

Steve discusses 6 things to consider when deploying an eCommerce Shopping Campaign starting with “Smart Shopping” Campaigns vs. Standard Shopping Campaign

Read More →
search ad conversion tracking

PPC Call Tracking Benefits

PPC call tracking facilitates the capture of search engine metadata associated with call conversions. This metadata becomes powerful information when it is used as the fuel for automated bidding or “machine learning” algorithms within a PPC platform.

Read More →
8 Ingredients For High Performance Search Ad Campaigns

8 Ingredients For High Performance Search Ad Campaigns

8 Ingredients For High Performance Search Ad CampaignsSteve details 8 ingredients that should be present when developing high-performance search ad campaigns: a product marketing perspective; a strong keyword base, volume and CPC filtering; a semantically-based…

Read More →