There’s a familiar saying that goes, “If you don’t know where you are going, any road can get you there.” This is especially true in the world of paid search campaigns. When running a paid search campaign, it is important to have conversion coding active on your website, without it your campaign will be flying blind.
Conversion coding is a small snippet of code that is placed on the final page of a conversion process. Most of the time, the final page is the “thank you” or “confirmation page”. For example, if your site sells products, then once a customer makes a purchase, they receive a confirmation page. The conversion coding should go on this page. If you ask people to sign-up for a newsletter, then the conversion coding should go on the thank you page that they receive once they sign-up for the newsletter.
Search engines such as Google and the Search Alliance offer conversion coding for free. Once a campaign is created in these engines, the conversion coding can be retrieved and placed on the thank you or confirmation page. Conversion coding and analytics work hand in hand. Some may say I have Google Analytics or Omniture, why do I need conversion coding? Although analytics programs will show conversions, it’s good to have checks and balances for paid search campaigns.
A key benefit of implementing conversion coding is to be able to see what’s happening, just by logging into the engine. If there is a glitch with the analytics program that is being used, the conversion data within the engine will act as a backup. Also, within the engine there are reports that can be run that can include specific data about conversions. Not only that, it’s great for on the spot optimization of paid search campaigns.
The value of conversion coding is that it’s a benefit which can help your company analyze data to make sure the overall goal is being attained. If your company isn’t utilizing conversion coding to track conversions, then now would be a great time to start.
While running an internal campaign for mobile website development, I stumbled upon an issue that I can imagine many people are having besides me. The issue is conversion tracking when a user is not filling out the form on the page that you are sending them to.
In this case, we are driving visitors to our mobile landing page development form and requesting them to fill it out. After a user clicks on the ad and is driven to the landing page and doesn’t fill out the form, but performs another action on the site, would that constitute a conversion? Any visitor that comes from a cpc ad and completes any action on a website (not necessarily the one you wanted them to do) and has conversion tracking code implemented, will show up as a conversion from the original cpc source.
So if you’re targeting a user to complete a sale, and they fill out a form for a newsletter, then your Adwords account will still show a conversion. Adwords conversion tracking won’t follow a user around your website (unlike retargeting that will place a cookie on the browser), so any action that has conversion tracking will capture that as a conversion. One way you can verify what conversion is being completed is to set up goals within Google Analytics. By cross referencing your cpc campaign with your analytics account, you can find out who completed what goal and attribute the goal to the conversion. If you use both of these tools in-conjunction, you will be able to pinpoint with accuracy where your conversions are coming from.
If you’ve logged into Facebook recently, it’s apparent that some features have moved around. The general navigation is at the top right, the subcategories for advertising are on the far left and messaging as well as notifications are icons on the top left. However, with all these changes, the biggest change that Facebook has made recently is offering a beta test of conversion tracking to a small group of advertisers.
Conversion tracking, according to Facebook “allows you to track activity that happens on your website as a result of someone on Facebook seeing or clicking your Facebook Ad.” This will be a key benefit for marketers, once Facebook opens up conversion tracking to everyone. Conversion tracking allows marketers to track performance of Facebook ads, which helps them optimize their advertising strategies. A likely outcome is that more companies will be willing to give Facebook ads a try.
Many companies haven’t advertised on Facebook yet because they don’t know how to calculate their ROI. Some have the opinion that because their analytics didn’t show any sales or leads from Facebook then it must not work. However, this is not the case. In fact, the opposite may be true. There are many people who will buy from a company’s site because they saw an ad on Facebook. (This is similar to Google’s view through conversion- read View through Conversion Tracking and Advocate for Display Ads). Now, with Facebook conversion tracking, Facebook will start to get more credit for sales or leads that it’s bringing to a company’s website.
Facebook is making itself more appealing to marketers. Conversion tracking will be a huge asset and it will encourage those who have been skeptical, to take the Facebook jump. It will be interesting to see how Facebook evolves and what other features they add in the future.