It is very easy for conversion tracking for your AdWords campaigns to go wrong. Even though it is not a complicated process, it sure has intricate details you have to keep an eye out for. And not just us, most of the advertisers have raised concern when setting up conversion tracking. They have reported conversion tracking issues that are difficult to diagnose. Be it your own website, or other eCommerce platforms like Shopify, Magneto etc, you might face a difficulty when setting up and tracking conversions.
I am taking this opportunity to highlight some of the common problems most advertisers face when setting up a conversion tracking code and when they are tracking conversions. And in the next blog, I will help you overcome them. I have segregated the common issues into two groups. One, when you are setting the code. Two, when you are tracking conversions.
Common mistakes when setting up conversion tracking code that leads to conversion tracking issues-
Common mistakes when setting up conversion tracking code are the technical issues. Marketers need not always be enthusiast tech guys. And usually, this is where they take help of a technical professional to deal with the code. However, not all technical experts might understand the dynamics of AdWords or marketing. Hence, a little confusion might arise which leads to the following errors.
- Code placed on an incorrect page – Silly, yet true. Having the tracking code placed on an incorrect page of your website. As websites have different pages, it can be a bit of a task to fetch the right page to place the code.Even the best of tech experts can mistake a page for another.
- An incorrect code placed on the correct page – Would a remarketing code work the same as a conversion code? No. Given that both the codes look very similar in AdWords, interchanging these codes is a very common mistake.
- Additional script added by a CMS or an application – Say you have a plugin or a browser extension. Without your knowledge, it might add an additional script to the tracking code. And this script might render your code obsolete. A CMS or an eCommerce platform might do the same.
Common mistakes when tracking conversions that lead to conversion tracking issues –
Common mistakes when tracking conversions highlight the strategist mistakes. These mistakes are marketer oriented and they could do the same harm as having an incorrect conversion code. When you don’t track the conversions, you don’t have data to understand the success of the campaigns. The same is true if you are tracking the wrong conversions. Below are a few common conversion tracking mistakes.
- Counting duplicate conversions – Duplicate conversions might prove very costly for you. Say a user makes multiple purchases from a single click id. If you count these purchases as different conversions, they are duplicate conversions. Ideally, each click id should be associated with one conversion only.
- Missing conversion value – If your conversions are not assigned a proper monetary value, you can’t measure the worth of the conversions. If you count a cart abandoner as well as a purchaser as a conversion and assign the same monetary value for both of them, you are doing it wrong. Clearly, purchase as a conversion is of more value than adding a product to the cart as a conversion.
- Tracking non-monetary conversions – Non-monetary conversions are those that don’t add to your revenue directly. E-book downloads, sign ups etc are such. Keeping a count of such activities is always good. However, assigning a conversion value to them isn’t always the best of the ideas,unless that is the final goal of your campaign.
It is very important to have a foolproof conversion tracking system for all your marketing campaigns. Conversions help you assess the growth of your business. The above mentioned are a few of the very common mistakes that lead to a faulty conversion count. Please read the next blog where you can learn to overcome these mistakes and make your conversions really count.