Why you should track absolutely everything for digital marketing success
Sometimes I am asked why is it worth adding conversion tracking code for different platforms when you have Google Analytics or similar anyway? Even if you have the most sophisticated website tracking you’re probably missing out on knowing exactly where your conversions are coming from, here’s why.
Attribution is a factor. Google Analytics uses last-click attribution as standard which means that you will see the last clicked channel, campaign or referrer who drove the conversion to happen, however it’s usually the case that there are assisted conversions along the way. For each platform where you run advertising campaigns, like AdWords, Facebook, Twitter and Bing, adding their own conversion tracking codes and pixels will mean that your view on conversions is last-click too, but all of the sales occurring after a click are attributed back to the platform. This is the case even if the person clicks on a PPC ad then comes back through organic search a day later, AdWords would still see the conversion, which is helpful data to use when optimising your campaigns. The more conversion data you have the better you can optimise the campaigns.
Don’t expect the conversions to match up between each platform and Google analytics – for the reasons explained above. It’s okay that the numbers do not match up, you are using them in different ways. Google Analytics will give you a great overview of each channel and how they have holistically driven conversions on your site, plus there are reporting tools under Conversions>Attribution to see different models.
Secondly, tracking non-Google campaigns in Google Analytics requires UTM tagging. UTM tagging simply means you can append your landing page with details of the campaign source, medium, name, term and content, so that the data will appear in Google Analytics. Although it is quite flexible in terms of setting UTM tags up, it is difficult to record the level of detail you might need, for example in Facebook ads you might want to record conversions against different audiences and ad creatives, plus a combination of these. If you have the Facebook pixel installed you can see different conversion data against any level of campaign detail within Facebook Ads.
There are other benefits as well for each platform. In Bing, UET tracking, which is its version of conversion tracking also facilitates remarketing since their code is added to every page of your site. Without doing this you cannot record bing conversions or use remarketing to retarget previous site visitors and it is the same with Facebook.
Although it may seem a pain to invest time into setting up new tracking code on your website and figuring out how to apply sometimes complicated rules to trigger pixels to fire, the single major benefit you get is DATA. You will be tracking absolutely everything and getting great insights on every platform where you run paid media campaigns by doing so.
For any help with setting up conversion tracking or even deciding what to track in the first place, speak to one of our consultants – firstname.lastname@example.org
Thanks for reading!
Services: Tracking Implementation