In the world of enterprise PPC advertising, one of the major challenges faced is ensuring effective conversion tracking. This difficulty arises from the need to obtain approvals, make changes to websites, and gain support for the chosen conversion tracking methods. In this article, we will explore strategies for obtaining permission to set up conversion tracking and how to effectively report on the gathered metrics.
Securing Buy-In From IT Teams
A common issue that IT teams encounter is the impact of tracking tags on site speed. Utilizing Google Tag Manager can simplify the process of adding tags to the site, as it involves a one-time installation that affects the entire website. However, it is crucial to ensure that the events being tracked are feasible and that no changes will occur once the tracking is in place. Effective communication among the IT team, design team, and stakeholders is essential to prevent any discrepancies.
Determining Which Events to Track
Success in conversion tracking relies on identifying primary and secondary events. Primary events significantly influence reporting and bidding, such as initiating an application or starting a purchase. Connecting the CRM system is vital for lead scoring and accurately attributing conversion values to customers. Sharing revenue and profit information with ad platforms enhances performance, provided bid floors/caps are utilized in portfolio bidding.
Reporting Success Metrics
Stakeholders must comprehend and support the shared information. Tracking conversions, return on ad spend (ROAS), budget efficiency, and costs are fundamental metrics to include in reports. While other metrics may be beneficial, their relevance should be assessed on a case-by-case basis. Ensuring stakeholder approval for privacy and consent practices is crucial for effective tracking and future marketing efforts.
Enhancing User Experience
The user experience during conversions is critical to prevent discrepancies in tracking and budget allocation. Reviewing the conversion path across various devices and operating systems helps identify potential issues. Providing clear confirmation messages after form submissions and optimizing the appointment confirmation process can improve user experience and conversion tracking accuracy.
Creative Solutions for Conversion Tracking Challenges
If IT limitations hinder proper conversion tracking setup, alternative solutions like using UTMs with tracking parameters can help convey lead information to the CRM system. While analytics can be utilized, relying on a non-ad platform-oriented tracking solution as the primary data source is recommended for accuracy.
Conclusion
In conclusion, effective conversion tracking is essential for successful campaigns, particularly in enterprise settings. Leveraging tools like Google Tag Manager and implementing call tracking rules can enhance tracking accuracy. Whether using Auto or manual bidding, connecting offline conversions is crucial for comprehensive tracking. By prioritizing communication, user experience, and creative solutions, businesses can optimize their conversion tracking strategies for better performance.
Additional Insights:
In addition to the strategies outlined in the article, businesses can benefit from conducting A/B testing to optimize conversion tracking methods further. Testing different tracking parameters, event configurations, and reporting formats can provide valuable insights for refining the tracking process. Moreover, establishing regular monitoring and analysis protocols can help identify any discrepancies or performance issues promptly, allowing for timely adjustments and improvements in the conversion tracking system. By continuously evaluating and enhancing conversion tracking practices, businesses can maximize the effectiveness of their PPC advertising campaigns and drive better results.