One of the biggest challenges in paid search is accurate conversion tracking and conversion attribution. This is mainly due to the fact that the optimization decisions are only good as the data that is associated with the campaigns.
Importing conversions from Google Analytics for optimizing the Google Ads campaigns is an ideal alternative for Google Ads conversion tracking. Get access to extraordinary PPC campaign management services from the experts.
It is commonly used by the advertisers and is not a new feature altogether. It has recently become more popular than shopping campaigns and often require tracking on conversions as well as certain specific values related to transactions.
Importing the transactions on Google Analytics happens to be easy when you want to comply with the requirement in case there is no conversion and value tracking happening on Google Ads value.
Ways in which Import works
One thing that needs to be kept in mind is that Google Ads enables tracking of conversions and does not use Analytics code. The data import is done from Google Analytics to Google Ads. In addition, you import a certain conversion to the Google Ads only when the last click model is used to attribute it to Google Ads using the that is available for Google Analytics.
The last click that is used in Google Analytics refers to the last non-direct click as there is no such thing as direct click in the terminology of Google Analytics.
This means that if Google Ads click are followed by a visit from Facebook and after that user converts, then the conversion will not be imported to the Google Ads.
It is easy to make changes in the attribution model in Google ads conversion setting, for example, say a data-driven model or a linear position-based model.
But even then, Google Ads will still not consider the conversion paths apart from the ones that get attributed to Google Ads in the last non-direct click model. Google Ads simply don’t see that the clicks are on a path to imported conversions and making changes in the attribution model in Google Ads won’t do much good in that situation.
Issues with Attribution Model
The attribution models that are used in Google Ads apart from last click are basically used for Google search ad clicks.
This reason behind this is that Google Ads attribution modeling is majorly available for Search Network clicks and Shopping ads that run on Google.
It is certainly not available for clicks that are delivered by Search Partners and also for interactions that are done using video or display ads.
For this particular reason, the clicks on the display ads can be attributed as per the last click model. Hence, here are some of the points that need to be considered.
In case you find that a Google Ads click occurs after a display ad click on the conversion path, then that conversion is not attributed to the display ad, despite the attribution model that is used.
In case the last click on Google Ads is a Display ad, then the conversion is not attributed by any other click on Google Ads click.
Finding the Solution to the Problem
One way to solve this problem is to run a search and display in different Google Ads accounts where you would get separate conversion tracking on the account level.
It is recommended that you avoid cross-account conversion tracking as the main purpose of splitting the accounts is to make sure that each one of them has its own set of conversion tracking.
In a scenario, conversions tracked with both display and search clicks on the path will be duplicated and will appear in both the accounts on Google.
Google Analytics that the capability of deduplicate the conversions and help you with the entire conversion path when it comes to Multi-Channel Funnels reports.
If you see that there is an overlap, you need to decide the ways in which you are going to consider them, for instance, by adjusting the ROAS/CPA goal.
Why do imports still make sense?
The import itself isn’t wrong. By linking Google Ads and analytics, you can see the performance in the ads data in Google Analytics.
You can import the metrics related to analytics such as average session duration, bounce rate, pages per session into the Google Ads account. Moreover, you can also create remarketing lists that are valuable using the analytics data.
You can also use imported conversions in the form of additional data. But if you are using optimizing & bid strategies, then you can always use Google Ads conversion tracking.
On a final note, it entirely depends on your social media strategy as to how you want to take it further when you are looking to import the metrics. It is better to perform a research and then go ahead with your strategy.