By Brian Sutter
You know Google recently made some updates to AdWords conversion tracking, but what does that actually mean for your small business?
First, you’ll be able to track macro and micro conversions data much easier than before. And who doesn’t love easy?
Second, the updates will give you a deeper level of visibility into what’s working for your ad campaigns. Although you may not have an exorbitant marketing team, these new AdWords updates will let you track your data like a big business and optimize your ads according to more specific goals.
And last (but certainly not least), AdWords updates will now let you utilize custom audiences. By simply uploading an email list, you’ll be able to focus efforts on your ideal customers.
Getting into the specifics
Tracking options:
The updates to conversion tracking make it easy to segment your data. Which means you can now track macro and micro conversion separately, as well as view the data jointly in an “All Conversions” column.
It’s important to define your conversion types into “macro” and “micro” conversions according to your business’s specific goals to help you better monitor conversions. Generally, macro conversions are the actions that lend to bottom line success, such as completed lead forms or actual purchases. Micro conversions are actions leading toward macro conversions, such as a newsletter signup or the creation of an account.
AdWords conversion tracking also makes it possible to follow cross-device conversions. These are actions that start on one device and finish on another. Although you can see these conversions independently, they will also loop into the macro and micro conversions data.
Changes to display:
The column currently labeled “Conversions for optimization” will turn into a column labeled “Conversions.” Set your optimization settings to “on” to see all conversion data here.
The column currently labeled “Estimated total conversions” will turn into a column labeled “All Conversions.” Here, you’ll see data for all conversions. No need to switch the optimization setting for this column, as the data will show up either way.
The column labeled “Estimated cross-device conversions” will turn into a column labeled “Cross-device conversions.” Cross-device conversion data will also appear in the “All Conversions” column.
Settings to adjust:
The changes to conversion tracking will happen automatically, but may alter some of your previously determined settings. The chief settings to review are: filters, custom columns, automated rules and scripts. Double-checking these settings will ensure your data is still reported correctly after the updates occur.
Brian Sutter serves as Wasp Barcode Technologies’ director of marketing. Follow him at @SmallBizBrian.
