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Better Tracking Of Macro And Micro Conversions Thanks To Adwords Conversion Reporting Updates

Better Tracking Of Macro And Micro Conversions Thanks To Adwords Conversion Reporting Updates

By on Aug 15, 2012 in Digital Marketing |

Google AdWords is a kind of advertising feature created by Google designed purposefully for businesses that want to display their ads on Google pages as well as its advertising networks. The program allows businesses to propose a budget for the purpose of advertising and the only time they do pay is when visitors click on their ads. The service, which is called AdWords basically, concentrates on keywords.

It’s difficult to grow a business if your company does not know which marketing campaigns employed worked and which of those didn’t. This is where conversion tracking gets in the picture. Google AdWords had just broadcasted their plans to revise their conversion tracking reporting structure in order to help advertisers segment and track their campaign data better.

To all intents and purposes, the changes may appear far from being momentous on the outside but if you look closely you will see that Google has a higher vision changing their existing AdWords platform to a much-advanced marketing audience.
Here’s an example: Your conversion tracking updates permit advertisers to gauge a number of touch points that are often seen in complicated customer journeys. But now AdWords is able to improve the columns for conversion tracking reporting in a way that allows more customization when it comes to tracking both macro and micro conversions.

For Digital Marketers, Here Are Some Of The Changes That You Need To Take Note Of:

1. Remember the “Conversions for Optimization” column? Well, a “Conversions” column has now replaced it. This column reflects data exclusively for macro conversions. But for a conversion action to be viewed in this column, you have to manually turn the settings on.

2. The former “Estimated Total Conversions” column is now being replaced with the “All Conversions” column. This new and improved column displays data for macro conversions and micro conversions. All conversions from both are reflected in this column even when the optimization setting is deactivated or turned off.

 

But if you are having a difficult time seeing why these updates are relevant to digital marketers I suggest you take a moment of your time to read this blog.

What Exactly Is A Macro Conversion And What Does It Mean?

The majority of marketers are thinking that a macro conversion is synonymous to an actual conversion. In actual fact, a conversion takes place whenever a visitor goes to your website and takes action, an action that is important for your business. Macro conversions, on the other hand, are actions that impact your company’s revenues like when a customer requests for a quote, fills out a lead form or completes a purchase transaction.

What Exactly Is A Micro Conversion And What Does It Mean?

A micro conversion is different, as it requires lesser action from a visitor. In a micro conversion, your website visitor may want to learn more about your company’s products and services or they might want to become more engaged with your company. The objective of a micro conversion is to direct your prospects to a macro conversion. Some of the actions of that are considered micro conversions are the following:

  • When a prospect signs up for an email newsletter subscription.
  • When a visitor chooses to become your brand’s follower in any of your social media channels.
  • When a prospect engages with a blog post by leaving comments, asking questions and sharing your posts.
  • When prospects download a free PDF file of your brand.

 


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