Google AdWords
When Google AdWords updated their interface, you probably noticed their new conversion tracking metrics: The 1-per-click and many-per-click columns.
I wrote about these new metrics some time ago, but do you know what happens with these values when you use multiple conversion actions? At the time of writing this, Google did not have any information on this topic within their help section. And when I called their support and asked them for information on this topic, I actually received conflicting information from different people, probably because the subject is so new and unknown.
Based on phone calls, emails and analysis of the data across numerous client accounts, here is my explanation of how it all works:
First, let’s take a look at what a conversion action is. If, for example, you sell software, offer a download and want to track how many AdWords clicks resulted in a download, you would need to set up conversion tracking code which you would designate as a download. I wrote a brief explanation of how to do this in our Competitive Edge newsletter.
And if you also wanted to track sales, Google allow you to set up a separate conversion tracking code for each type of conversion, called “Actions”.
Assuming that you now have your two conversion tracking actions set up, let’s look at the data and clarify what we’re seeing.
Within this screenshot, you can see that 200 people downloaded the software, and out of those 200, ten of them downloaded again.
But what about the purchase conversion action? The information here suggests that out of the 200 people who downloaded, 59 went on to purchase.
Keep in mind that the Google cookie is not unique to an action but to an account. This means that once an AdWords visitor hits your first conversion tracking code it will be counted as 1 (1-per-click) and 1 (many-per-click). Each subsequent visit, regardless of the conversion action, will be considered another many-per-click. This means that 200 people downloaded the software, but out of those 200, either one person downloaded ten additional times or ten people downloaded one additional time and so on.
Confusing, right? We did not even begin to talk about the 59 purchases. Were they 59 individual purchases or were they all based on one single person who purchased 59 times? You just don’t know with this data. It’s another classic example of Google giving you a lot of information, but not all of it.
Oh the joys of AdWords.
The other big question it doesn’t answer is how many who downloaded also bought, could those 59 people have just clicked and purchased or is the download an absolute in it’s influence.
Thats why you need to combine with goals and path to purchase date from other sources.
God, my head is spinning!
So the reason for it being 0 1-per-click conversions on purchase is that everyone who bought something downloaded something first!?
Maybe it’s English being my second language but AdWords is “pure Greek” to me
“Many-per-click” – I don’t get how they come with these names…
And also, will new 1-per-clicks be counted during the time frame I’ve chosen, or after the cookie has died?
Is like the Visitors/Visits crap all over again…
OR the aggregating (!!) Goal percentage – 400 % of my goals where fulfilled, yeah right! I had one apple and because my customer looked at it, touched it, smelt it and then bought it, I am 400% happy?!
Ok, ’nuff rambling! Insightful post, as always!
Hi Dave,
If you drill down to the keyword which was used to create this conversion then the summarized number is cut into pieces and you will have a better overview how your customers behave.
Richard and Linn, you touched on a similar question. In my example, all the people who purchased downloaded first. No one purchased first or only purchased. This is why you have a zero under the (1-per -click) column for the purchase action. Everyone hit the page with the download conversion tracking action prior to purchasing.
The data becomes really interesting when people also purchase first and then download as well as download and then purchase. Confused.
Also, Google’s conversion tracking is only a small glimpse into what is actually happening. Out of those 200 who downloaded, some may have actually purchased from a different computer. Or they may have only purchased beyond the 30 day window. The Google cookie only lasts for 30 days.
I agree.. my head is spinning. But you have done a great job of breaking it down. Thank you.
Interesting post. I never understand how they change so much but produce so little. Occasionally I will tell a client about their conversions and they just stare at me. Lol Now I’m sending them to this post to confuse them even more.
Good post. This is a big step in the right direction for AdWords, but we still need to be able to tell which conversions were caused by unique visitors or repeated by the same. Also, it would be nice to have 90 or 120 day cookies.