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.