Quick Guide: AdWords’ Updates to Conversion Tracking Reporting
How Can the Updates to AdWords Conversion Reporting Help Me Track My Data?
It’s important for marketers to track both macro and micro conversions for a comprehensive view of audience interactions. AdWords’ updates make it easier than ever to track all conversions, giving you the data you need to optimize your ad campaign, as well as specific content and keywords.
The new changes to conversion tracking make it simple to divide data into easily accessible sections. This means you will be able to track both macro and micro conversions, yet have the capability to view the data separately when needed.
The key to segmented tracking of your conversions is selecting macro conversions for optimization. All conversions you have selected for optimization will then show up in the “Conversions” column.
While your macro conversions should be turned “on,” your micro conversions should have optimization turned “off.” This will let them show up in the “All Conversions” column without affecting your macro conversion reporting. This system will let you track conversions impacting your bottom line while also capturing all conversions touching your business.
By tracking your micro conversions — or the actions that aren’t directly impacting your bottom line — you can gather key information on actions that occur before visitors move to the macro conversion stage.
What’s Next for AdWords Conversion Tracking?
The changes to conversion tracking reporting are pretty straightforward, but they have some implications. AdWords is constantly growing in user friendliness and fulfilling marketers’ more complex requirements. These new updates give marketers more power over the data they’re tracking and a more comprehensive look at their campaigns. The inclusive view makes it easy to spot what’s working and what’s not so marketers can optimize their ads to reach target audiences.
AdWords recently announced even more plans for the future of conversion tracking reporting — namely, heightened control over the selection of attribution models for each conversion. These upcoming changes will give advanced marketers even more freedom to customize their data reporting.