We at times go to great lengths to set up search ad conversion tracking with 100% coverage of all conversion events. Full coverage of all types of conversions is crucial to each search campaign’s success.
The majority of search campaigns that we rebuild, initially do not have accurate search ad conversion tracking in place. It can be difficult to configure and test. But accurate tracking of all conversions, with 100% coverage of different conversion events is crucial to each campaign’s success.
For this reason, we go to whatever length are necessary to achieve 100% conversion tracking coverage, whether the events being tracked are form submissions, phone calls, or other conversion events that in aggregate, are likely to leads and transactions.
We have found that of the existing campaigns we look at, the majority do not have full conversion tracking implemented. 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.
Sometimes exposed email addresses need to be replaced with forms. 3rd party call tracking may be necessary. Google Tag Manager or Google Analytics may need to be reconfigured. A tag may be installed wrong.
The obvious reason for having accurate PPC campaign conversion tracking is, you won’t know what the performance of the campaign is without it. Even more important, and a less obvious reason, it sends the metadata associated with the conversion back into the automated bidding (machine learning) system within the search platform.
Machine learning operating with 100% conversion tracking coverage can take campaigns to new levels of performance. It also reduces account management time which would be spent on manually adjusting bids to respond to changes in auctions.
Search Ad Conversion Tracking Pays Off
Getting 100% conversion tracking in place, and testing it for each type of conversion is worth the effort. The time spent to set it up is paid back in higher levels of campaign performance.
More: See our blog articles on machine learning, conversion tracking, and conversion value modeling.