Quick Guide: AdWords’ Updates to Conversion Tracking Reporting
Google AdWords’ recent update to conversion tracking reporting boasts better customization options and more control for marketers. But what does this really mean? First, the changes point to a continued transition by AdWords to target more experienced marketers. Second, the updates support the necessity of data analysis and campaign optimization, giving marketers a better look into intricate customer journeys.
The conversion tracking reporting updates may seem minor, but there are a few points you should remember when tracking macro and micro conversions:
- The “Conversions for optimization” column will become a “Conversions” column. If you want to see macro conversion actions here, double check that the optimization setting for those actions is set to “on.” You will not see micro conversions data in this column, as it is reserved exclusively for actions you deem as macro conversions.
- The “Estimated total conversions” column will become an “All Conversions” column. This column will show all conversion actions — no matter if they’re set to “on” or “off.” You can go here to view macro and micro conversions data in one place.
- The “Estimated cross-device conversions” column will become a “Cross-device conversions” column. You will also see data associated with this column in the “All Conversions” column.
Still have some concerns about the AdWords updates? We can help! Below, we answer a few key questions you may have regarding conversion tracking reporting:
How Do You Define Macro Conversions?
Macro conversions are the conversions that most affect your bottom line. They can be different from company to company but generally have a direct impact on earnings. These range from actions that can lead to a sale — such as a lead form submission or a quote request — to an actual sale itself.
How Do You Define Micro Conversions?
Micro conversions are the actions that let your visitors learn more about your company or product. These kinds of conversions don’t have as much of an impact on your bottom line as macro conversions, but they are still important in understanding how your viewers get from their first interaction with the brand to the end-action stage. Micro conversions can range anywhere from newsletter sign-ups to social media interactions. Their ultimate goal is to lead your audience to a macro conversion.
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.