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Top 6 Google Ads Conversion Tracking Mistakes to Avoid in 2023

In the past, we’ve taken over a lot of Google AdWords accounts, and one of the major issues we discover is that the account isn’t monitoring conversions accurately or at all, which makes it difficult to determine what is and isn’t working.

We’d like to review the most frequent problems we have with conversion tracking in Google AdWords and offer advice on resolving them. We also have a piece on conversion tracking hang-ups that can prevent it from being set up correctly. We have a helpful guide on Google Ads conversion tracking here.

The problems marketers make after they are set up are more closely related to what we’ll examine later. Because they don’t produce error signals, these are challenging to identify. But fortunately for you, we have you covered so you can stay clear of inaccurate reporting and false facts.

  • No Conversion Tracking

This one is quite obvious. There will be a problem if you haven’t set up any conversion tracking; that much is obvious. This solution is equally as easy to implement: simply set up conversion tracking.

Nevertheless, perhaps you should finish reading this post first. We hope I can prevent some of the issues you could have created for yourself.

  • Not Tracking All Conversion Actions

Even though best practices advise having just one conversion action per page, I frequently come across landing pages that offer several potential conversion points. This could take a variety of forms:

  • Request for a demo
  • Message form for us
  • Gated whitepaper/content download
  • Purchase
  • Chat with a robot
  • Organize a meeting.
  • Ask for a callback
  • Call

Users can frequently find their way to your main website regardless of what you ask for on the landing page. Consider all the many calls to action that are present on your website.

  • Tracking Non-Conversion Events as Conversions

On the other hand, avoid tracking activities that don’t benefit you somehow. Although the list I just gave you is quite big, you’ll see that I left out items like:

  • Pages visited
  • Clicks on a social media symbol
  • See videos
  • Temporal triggers
  • Downloaded unrestricted content
  • Contacting customer assistance by opening a support ticket

Even though it might be helpful to have statistics for each of these, the actions are probably not conversion-worthy because you are almost certainly not getting any personal or financial information from the user.

  • Tracking All Conversion Events Equally

Okay, so you’ve reduced the number of conversion events and only treat those representing conversions as primary status, but you’re still treating them equally. Although this isn’t necessarily wrong, there might be a problem.

Let’s use the list we already provided:

  • Request for a demo
  • Message form for us
  • Gated whitepaper/content download
  • Purchase
  • Chat with a robot
  • Organize a meeting.
  • Ask for a callback
  • Call

Even though any of these could be a conversion, there’s a good chance they’re not all of the same caliber or worth. Someone who calls your company instead of filling out a demo request form is probably more qualified.

A person who made an appointment is probably not the same as someone who has already purchased anything. Even better, two users who made purchases may have placed orders with different values and margins, which would have had a distinct effect on overall ROAS.

  • Tracking “Every” Conversion for Lead Generation

According to an SEO company in London, a user’s lifetime value will increase on an e-commerce site if they make five distinct purchases because each generates income. That’s easy.

The generation of leads is distinct, and you won’t receive 15 times returns if identical information is submitted to your website 15 times. The information in your conversion column should show that you still only have one lead.

You can choose between “One” and “Every” for tracking frequency throughout the conversion setup procedure. Choose “Every” for e-commerce. Lead generation should be set to One to only track one lead submission per user and prevent lead double-counting, triple-counting, or worse, which would once more result in a false positive.

  • Tracking Phone Calls of Very Short Duration

If a caller uses a Google forwarding number, you can track it directly from the platform in Google AdWords. This could be an excellent way to monitor phone calls using your Call Assets. This allows businesses to track the number of phone calls ads are responsible for and link them back to the campaigns, ads, and keywords that caused them.

When all of the phone calls being tracked are phone calls, a problem arises. But every call is unique, as anyone who has made a phone call can attest to. In most businesses’ Google AdWords campaigns, a lead or product sale will be regarded as a conversion.

There is a minimum amount of time someone must be on the phone to achieve the same degree of value for those actions to occur. They would have to disclose their contact or payment information at the very least, which typically takes some time.

The Final Words

The adage “some conversion tracking is better than no conversion tracking” is regrettably not always accurate. While making some effort is preferable to doing nothing, some typical errors can be misleading and, in some situations, more harmful than doing no tracking at all. To ensure that you and any algorithm are optimizing on clean data, hopefully, this post will assist you in checking your conversion monitoring for quality assurance.

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