Good conversion tracking improves performance of a Google Ads account. Yet, 2 out of 3 businesses today don't have decent conversion tracking. Learn how to quickly check and improve your conversion tracking.
When I hear statistics about wasted digital marketing spend like from the disruptive advertising study about 76% of budget being wasted. I get conflicting emotions.
From one side, I am surprised at this high percentage. To be clear, I trust the data. Surely you can't expect zero wasted spend. That would be like expecting every store visitor to purchase a product which is unrealistic, but 76 still kind of high.
On the other side I am confident that since it is getting measured it can be optimized.
But digging deeper into that study, where 2000 businesses running Google Ads were audited, it turns out that only 30% of businesses could be used for that analysis as they had decent conversion tracking in place 40% didn't have any conversion tracking and 30%, while technically had conversion tracking, the set up was so poor that they might as well not be tracking anything at all.
How do you know if your account has adequate conversion tracking? Ask yourself these three questions.
One: are you tracking all your valuable actions? For example, if you are running Google ads to maximize calls, make sure you're tracking calls from ads and calls for the website.
Or if you, like many small businesses are, getting leads from form submissions and calls, make sure you're tracking both of these conversions.
Two: is your conversion attribution set to not Last click. If it is you are not getting correct data. Just check and fix it, it takes 2 minutes
Three: are your conversion grouped by type? If you are optimizing for different goals like leads and also sales inside one account, you usually have campaigns and also conversions for each type of conversions.
Make sure that relevant conversions are assigned to its campaigns. It's doesn't make sense to track all types of conversion on any campaigns.
So a task for you today is to review your conversions for these three things.
By the way, speaking of valuable actions, you might be already tracking them in Analytics. In this case, you can easily import it into Google ads and, those are quality conversions.
Follow these 3 rules and you’ll have good enough data to then optimize your account.
Let me know if you have any questions, and what else you would like to cover in future videos.