Depending on the type of conversion you are tracking, there are multiple attributes of which you should be aware. Knowing these conversion attributes and metrics will help you make informed decisions regarding bid adjustments, tracking your CPA (Cost Per Acquisition) and the overall campaign ROI.
Viewing Conversion Attributes
Some of the attributes listed below are not shown in your Adwords account by default and need to be added manually if you wish to view them. To view conversion attributes:
- Click on the Columns button when you’re looking at the Campaign tab and select Customize columns
- Click on the Conversions option under Select metrics
- You can select the columns you wish to view from the menu shown
CONVERSION ATTRIBUTES EXPLAINED
This attribute will show you the number of the types of conversions that have taken place within the time frame and campaigns you’ve selected. There are Conversion columns for each of the conversion types (view-through conversions, 1-per-click conversions, many-per-click conversions) that will give you each of these metrics. Knowing how many conversions your campaigns are receiving (and from which Ad Groups and Keywords) will be a key factor in determining the overall success for a particular campaign.
Cost per Conversion
Also knowns as cost-per acquisition (CPA). This metric will show you how much money you’re spending to make a conversion happen within a campaign. When you know the cost-per-conversion metric, you can tell whether or not your conversions are producing a positive ROI or costing you money. This can be helpful if you’re selling products on your site, or you know the value of each conversion to your business. This is a key metric that needs to be reviewed on a regular basis.
CALCULATION – Total spend divided by total conversions. For example, if you spend $1,000 on AdWords and received 10 conversions, your cost per conversion would be $100.
Conversion Rate Per-Click
The conversion rate is a metric that will tell you the number of conversions your campaign receives compared to the number of clicks.
CALCULATION – Total clicks divided by conversions. For example, if your campaign receives 100 clicks and you get 3 conversions from those clicks, you would have a 3% conversion rate in this column.
Phone Call Conversions
This metric is only applicable if your campaign has a phone number ad extension enabled (Click here to learn more about ad extensions). Phone call conversions are simply when the phone has rang and the call has lasted longer than 60 seconds by default.
Total Conversion Value
This metric will display the monetary value of the sum of all conversions for a campaign. This metric is typically filled in dynamically on e-commerce sites. For example, if you had 3 orders at $30 dollars each, you’d have a total conversion value of $90.
Conversion Time Lag
When viewing the conversion data in Adwords, keep in mind that conversions are shown on the date that a ‘Click’ took place by a visitor, even if a purchase happened sometime in the future. For example, let’s assume a visitor clicks an ad to your website today, but doesn’t complete a conversion until 2 days, the conversion will be displayed within the metrics on the date that the first click was made.
When viewing your metrics, it will show that the conversion happened on the day the visitor Clicked the ad (their first visit), not the day the conversion happened. Keep this in mind and compare to your business’s sales cycle and time line.
You can also view the Time Lag in Google Analytics to get an idea of how many conversions happen within a certain period of time after a click takes place. You can see from the screenshot below that approximately 56% of conversions happened the same day the click occurred. You can also see that approximately 33% take place 12 or more days after the click occurred.
With this information in mind, you don’t want to assume a campaign is not performing well without looking at the conversions that take place for such a long period of time. Some businesses have longer sales cycles than others, and this is a visual representation of that reality with your online marketing campaigns.
To see this report in Google Analytics:
- Log in to your Google Analytics account.
- Choose your website from the list of accounts (if you have multiple websites).
- Once you are in the Reporting view for the Analytics account, choose the Conversions tab at the bottom of the menu on the right side of the screen.
- Click on the Multi-Channel Funnels option.
- On the next screen, choose Time Lag to view the data.
If you see a message that says “This report requires goals and/or ecommerce tracking to be enabled for the profile,” tracking may not be set up properly for your website. Read more information about setting up your report correctly.
Next, learn more about AdWords Conversion Tracking.