Conversion Tracking in AdWords – View Through Conversions
- 20th September 2016
- Posted by: johncave
- Category: AdWords
Google has carried out some updates and improvements to Conversion Tracking AdWords. The one that has caught our attention is the improvements made to their view through conversions. We have written a summary to highlight the main points and what these changes mean for your campaign.
Having an impressive number of clicks on your account means very little if you do not know how much revenue those click are bring back into the business or how they are converting., This is where Conversion Tracking comes into play. Do you understand how and if your conversion tracking data is working? What do these metrics mean? How can you implement them in your reports?
Once you have set up your conversion tracking, there are some useful reporting columns you can then add to show how the ads will lead to beneficial customer actions.
Handy Tip: The data in your ‘Conversions’ column can be used for your bidding strategy when using manual or automated bidding strategies to optimise your bids.
‘Conversions’ and Related Columns
In the ‘Conversions’ column, you will be able to see the amount of conversions your site has acquired, across the conversion actions. This column can be used to show how frequently your ads lead customers to complete actions you have predefined as valuable to your business.
The tracking data in the ‘Conversions’ column can be customised:
‘Include in Conversions’
You can uncheck this setting if you track conversion actions but do not wish to include their data. Unless you untick this option, all conversions actions will be added to the ‘Conversions’ column as this is the default setting.
You are able to choose the amount of credit to give each of your customer clicks for every conversion. This applies to Google Analytics and website conversion actions.
‘Include Cross-Device Conversions’
This setting allows you to choose whether to include cross-device conversions in the ‘Conversions’ column or not.
In addition to the main ‘Conversions’ column, you will find a number of related columns which will use your ‘Conversions’ data to provide you with further data.
- Cost per Conversion – this will tell you the amount each of your conversions costs on average. You can calculate this by dividing the total cost by the figure in your ‘Conversions’ list.
- Conversion Rate – you can calculate this by dividing your ‘Conversions’ by the number of interactions including clicks on ads or video views. It tells you, on average, how often an ad click or interaction leads to a conversion.
- Total Conversion Value – this is the total sum of all your conversion values. In order to make this metric useful you will have to input a value for your conversion actions
- Conversion Value per Cost – You can estimate your ROI by dividing your conversion by the cost of all of your ad interactions
- Conversion Value per Click – conversion value is divided by the number of clicks
- Value per Conversion – This column will be able to give you an approximate average of how much each conversion is worth. You can calculate this by dividing your total conversion value by the value in the ‘Conversions’ column. This can be a useful metric when each of your conversions have different values.
All Conversions’ & ‘Cross-Device Conversions’
‘All Conversions’ will show you information for all actions related to conversions, including any that have not been chosen to appear in the ‘Conversions’ column. It incorporates cross-device and other special conversion sources.
‘All Conversions’ is similar to ‘Conversions’ and contains the same set of columns however, metrics are worked out based on the ‘All Conversions’ column as opposed to the ‘Conversions’ column. These columns will typically include:
- Cost per All Conversions
- All Conversion Rate
- All Conversion Value
- All Conversions Value per Cost
- All Conversions Value per Click
- Value per All Conversions
The ‘Cross-Device Conversions’ column will report the total of cross-device conversions across the conversion actions. A Cross-Device Conversion is recorded when an ad is clicked on by a user on a device but converts on a different device.
Note: Some attribution models attribute fractional credit for conversions across multiple clicks. This is why you might notice the figures on your ‘Conversions’, ‘All Conversions’, and ‘Cross-Device Conversions’ contain 2 decimal places. These fractions will be expressed as decimals like 0.22 or 0.60. Regardless of whether you use an attribution model which gives fractional credit, you will still see 2 decimal places in your reporting.
This column, informs you when a customers can see but doesn’t click on the Display Network ad but then later visits the site and completes a conversion. This data differs from the that in the other conversions columns as they record clicks on ads from customers that converted directly.
The last viewed impression is given credit for view-through conversions. Impressions are treated as viewed when a minimum of at least half of the ad is on the screen for a minimum of at least one second. With view-through conversions, you can automate exclusion of conversions that have come from users who have clicked on your Search Ads or other Display Ads.
You will find that only ‘View-Through Conversions’ are only included in the’ View-Through Conversions’ column and cannot be found in the ‘Conversions’ column.
Note: Although rare, it can sometimes be the case that Active View limitations on a small number of sites on the Display Network will cause view-through conversions not to be attributed to an impression that you will not be able to verify as viewed.