Why Conversion Tracking Matters in Display Campaigns
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. Accurate conversion tracking is also important for display campaigns.
For this reason, we implement 100% conversion tracking coverage, whether the events being tracked are transactions, form submissions, phone calls, or other meaningful conversion events.
Most Existing Campaigns Lack Full Tracking Coverage
We have found that less than half of existing campaigns have full conversion tracking implemented. Even when conversion tracking is implemented, it is often lacking full coverage.
There is a reason for this: conversion tracking can be difficult to implement and test.
There are several ways to implement conversion tracking, and they all have their issues. But getting conversion tracking right is worth it. The effort invested to set it up is paid back through higher levels of campaign performance.
Conversion Tracking Supports Performance Review and Automated Bidding
The obvious reason for having accurate PPC campaign conversion tracking is that you will not really 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 data can be fed back into automated bidding, or machine learning, in the PPC platform. When properly configured and optimized, this can take campaigns to higher levels of performance and reduce management time previously spent constantly adjusting manual bidding to respond to changes in the market for keywords.
More: See our blog articles on automated bidding and adaptive optimization, conversion tracking, conversion value models, PPC reporting, and web analytics.
A quick overview of the topics covered in this article.
