To make every conversion count, count every conversion
Measuring conversions is critically important in digital marketing. Columnist and Googler Matt Lawson explains why sitewide tagging is crucial to making every conversion count.
Conversion measurement is complicated. More devices, channels and touch points mean that data is exploding, and yet cross-device behavior and the use of different identifiers, like cookies across browsers, can muddy measurement on the web.
With all of that imprecision comes a thought that might keep you up at night: You might not see all of the conversions driven by your marketing. They’re still happening, but you just might not capture them in your reporting.
As a performance marketer at heart, I’m frustrated any time my measurement is incomplete. Lost conversions are just about the saddest thing I can think of, but Google (my employer) has measurement tools designed to help you make the most of your conversion tracking.
Tracking every possible conversion in AdWords
Back in the desktop era, advertisers simply installed a conversion pixel on their checkout page, and the combination of redirects and third-party cookie reading at conversion-time accurately captured performance.