Google is now helping marketers who have no way to track conversions to do so. “For businesses that don’t measure conversions in AdWords today, we’ve created an easy-to-use solution: Smart Goals,” reads the Inside AdWords blog on Thursday.
Google estimates hundreds of thousands of small- and mid-size businesses are in this boat, write Abishek Sethi, software engineer, and Joan Arensman, product manager, in the Thursday post. Marketers will have this conversion tool within the next few weeks.
“To generate Smart Goals, we apply machine learning across thousands of websites that use Google Analytics and have opted in to share anonymized conversion data,” they explain. “From this information, we can distill dozens of key factors that correlate with likelihood to convert: things like session duration, pages per session, location, device and browser. We can then apply these key factors to any website. The easiest way to think about Smart Goals is that they reflect your website visits that our model indicates are most likely to lead to conversions.”
So the downside is that the models aren’t based on the data generated by the Smart Goals users. Instead, the findings are generated from anonymized data from what Google considers a similar group of companies.
Nevertheless, Ginny Marvin’s article in Search Engine Land saw a lot of traffic from marketers on Thursday.
— Glenn Gabe (@glenngabe) December 10, 2015
She offered advice on how to access the new tool.
“To set up Smart Goals, you’ll need to link your Analytics and AdWords accounts,” Marvin says. “In Analytics, select ‘Smart Goals’ under ‘Goals’ in the ‘Admin’ tab.”
Then she suggests marketers test the tool first.
“You can see how well the Smart Goals model is working for your site before activating it by looking at a new ‘Smart Goals’ page under Conversions in Analytics,” Marvin says. “Here you’ll be able to analyze the behavior of Smart Goals visits and compare it to those visits not deemed likely to convert.”
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