E-commerce
How to Track Impressions-Assisted Conversions Beyond Google Ads Display Campaigns
How to Track Impressions-Assisted Conversions Beyond Google Ads Display Campaigns
As a seasoned SEO professional working with Google Ads, understanding how to effectively track conversions outside the platform becomes crucial for accurate attribution and performance-driven strategies. This article explores various methods to monitor impressions-assisted conversions for display campaigns that do not run on Google Ads.
Introduction to Impressions-Assisted Conversions
Impressions-assisted conversions are a type of conversion that occurs when a user is exposed to a display ad but completes a conversion through a different channel. Tracking such conversions accurately can provide invaluable insights into the effectiveness of your display campaign and help you optimize your marketing efforts.
Using Redemption Codes for Attribution
To track conversions using redemption codes, you can offer a unique code to users as an incentive for engaging with your ads. This code should be unique for each ad placement and each website. Step-by-step instructions:
Offer a redemption code or a unique tracking identifier, like a phone number, that users can apply during the conversion process. Add the redemption code to the ad creatives, ensuring that it's clearly visible and easy for users to remember. Create and maintain a list of codes or phone numbers associated with specific ad placements and websites. This helps in accurately attributing conversions to the correct sources. Push the redemption code as a field into your Analytics platform using code placed on the site or through Tag Manager. Track phone calls and integrate call tracking data into Google Analytics if you're using a good call tracking system.While this method is effective, it relies on users remembering and using the code or phone number, which can lead to inaccuracies. Additionally, most traffic is mobile, reducing the real estate available for displaying the code, especially for desktop-only campaigns, which can be less effective and more costly.
Leveraging Unique URLs for Clear Attribution
The simplest and most guaranteed method to track impressions-assisted conversions is to use unique URLs (UTMs) for each ad placement and creative. This approach ensures that all conversions are clearly attributed to their respective sources.
Search for Search URL Builder on Google and create unique URLs for each ad placement. In your acquisition or conversion reports, display ads, emails, social media, and other ad placements will be clearly labeled with the UTM method, making it easier to analyze their performance. Utilize UTMs for every ad campaign except on Google Ads and your own website, as UTMs are not required there due to the Google Ads platform's built-in tracking mechanisms.Conclusion
Tracking impressions-assisted conversions beyond Google Ads display campaigns is essential for a comprehensive understanding of your marketing performance. Whether you choose redemption codes, unique URLs, or a combination of both, the key is to ensure that your tracking methods are consistent, accurate, and provide clear insights into user behavior. By leveraging these techniques, you can optimize your campaigns and maximize your return on investment.