Setting Up Conversion Types
For many search marketers, there are often several different ways in which a site visitor can convert.
For example, a visitor to an e-commerce site might make a purchase, sign up for a newsletter, or look up the location of a store. Each of type of conversion is valuable to the retailer, and for optimal search management, each should be considered when determining the success of a creative or keyword. The application also gives you the visibility to understand which keywords are driving which types of conversions, and lets you adjust your bidding strategy to reflect differences in bids.
Multiple Conversion Types must be set up by clicking into the Admin section, the Revenue sub-tab and then on the Conversion Types link. By default, only a Total conversion type is defined. Click the Create button to add a new conversion type.
Enter the name of the conversion type name, a unique ID and the column header to be used for display. While all fields are editable, do not edit your conversion ID, as changing this will break your revenue integration and you will have incomplete revenue and conversion data.
We recommend that no more than 50 conversion types be created in a single client account. If more than 50 conversion types are created, this may slow down the performance of your account, and may also cause the History tab to not pull in data.
You have the choice of whether conversions and revenue should be automatically aggregated into Total Revenue and Total Conversions. In general, if you want the conversion type to factor in your bidding optimization, it should be included in totals. Biddable conversion types are generally sales, purchases, or other revenue-based events. Non-biddable conversion types may be pageviews, coupon prints or other non-revenue based actions you are tracking, but that do not affect your bidding strategy.
You have the choice of tracking conversions based on the date the click took place, the date the conversion took place or both. For example, a visitor may click on the paid search ad on 7/10/2010. The visitor may then make a purchase on 7/15/2010. If you choose to track conversions based on date of click, the conversion would be attributed to 7/10/2010. If you choose to track conversions based on date of conversion, the conversion would be attributed to 7/15/2010.
You have the choice of tracking ‘one-per-click’ or ‘many-per-click’ conversions for each conversion type. If ‘one-per-click’ is selected, the application will only ever attribute 1 conversion per search click. If ‘many-per-click’ is selected, the application will attribute all conversions that occur after a paid search click back to that paid search click. For example, if a visitor clicks on a paid search add and proceeds to make 3 hotel reservations, The application will attribute 1 conversion to the paid search click if ‘one-per-click’ is selected. If ‘many-per-click’ is selected, the application will attribute 3 conversions to the paid search click.
Note: If you have individual conversion types set up for many-per-click and one-per-click, then the total displayed in the Total column won’t always match the sum of the 2 individual conversion types. This is due to the data being displayed in the Total column as one-per-click.
For example, if you have updated the settings so that all of your conversion types are now included in totals, a workaround to see this retroactively is to create a custom column that would sum all of these metrics. Custom columns will recalculate for past data as well as future data. For more information, please read our Help article on Custom Columns.
The solution is to edit your GA settings so that the relevant conversions in GA correspond to the relevant conversion type in our platform (that is not showing within totals).