AdWords has made many improvements to its conversion tracking capabilities in recent years, but columnist Susan Waldes notes that many businesses have been reluctant to catch up.
Over the last year, Google AdWords has massively improved conversion tracking capabilities, reporting on conversion metrics and the automated bidding functionality that they drive.Yet, over the last few months, one of the most common problems I see in faltering AdWords accounts I audit is companies that have a clear business goal (or goals) for their paid search spend, yet are tracking other goals as conversions in their AdWords account.
Sometimes, this is because there is a lack of knowledge on the improvements that have been made; other times, it’s more about institutional complacency – people get used to the “issues” that existed years ago when initially setting up their conversion tracking and they fail to see that there are now tools to resolve them.
Changing your conversion tracking does have some costs associated with it. There is the development time, the loss of apples to apples year-over-year comparisons, re-development of reporting systems to work with new data points, and usually some time invested in “re-teaching” other parts of the organization what a “paid search conversion” means.
However, I’ve yet to see a case where ripping off the band-aid isn’t the right thing to do. Tracking your actual business goals as conversions within AdWords gives you immediate, quantifiable advantages that far (and quickly) exceed the costs and pain points. Your spend will become more efficient almost immediately, and a world of new, important data and features opens up.
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