Understanding Google Conversion Counting

Ran into a surprise when we added Google Conversion tracking to an existing account. We’re seeing lower than expected conversions for the dates after implementation but we’re also seeing conversions coming in from up to a month back. Ends up their conversion tracking has a 30 day cookie and allocates conversion based on the first click. So, if someone clicks on March 1’st and Converts on March 30’th, the conversion will show up on a report on March 1’st.  Most of you experts know this, but I’m still getting back in the game 🙂

Full response attached:conversion-tracking.doc

Maureen Jann About the author

Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner. Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

  • Lisa

    So here’s a follow up activity for all you over-achievers that love data.

    When you go to run your monthly reports, run the previous month reports again as well, and see how much your conv numbers change. Do you get a lot of latent conversions? What is a lot? (I would suggest more than 10% is a lot. What do you think?)

    Check out the specific keywords where you are seeing latent conversions. Yes, this is a lot of work, only for those who love to do vlookups and that sort of thing. Do they have anything in common? If you are getting a lot of latent conversions, why is that? Maybe a long purchase cycle….maybe…maybe you are buying too many awareness/education keywords and could expand into more comparison/trial/buy keywords further down the purchase funnel to improve your ROI.

    It’s a theory. I don’t have data to support it. So many questions, just got to pick the best ones to spend your time on….

    March 13, 2008 at 7:35 pm
  • Good information. Seems it’s getting harder and harder for marketers to do this themselves.

    Anymore, you just need someone “simply sharper” to take care of this stuff.

    Nice work, Point It peeps.

    March 13, 2008 at 7:40 pm

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