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View-through conversions number inquiry

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello,

 

Hope you guys can help me out.

 

I've created an automatic placements campaign with flash banner ads. Website is a landing page so it is not indexed and no one has heard of it.

 

10 days in the campaign, here are the stats:

  • Conv. (1 per click): 163
  • View Through Conversions: 105

De-duplication is enabled so if I understand correctly, total number of actual conversions is 268. Correct?

 

Now my explanation for the high number of view through conversions is that we are doing Facebook ads in parallel so after seeing the ad on the Display network, they clicked on it on Facebook. Any other explanation for this? 

 

One other question, in Analytics, in the Model Attribution Model, I can't for the life of me understand how the Display channel only has 62 conversions. Most of the conversions are being counted as Direct. Awaiting your responses.

 

Thanks.

Re: View-through conversions number inquiry

Collaborator ✭ ✭ ✭
# 2
Collaborator ✭ ✭ ✭

Hello BruLee, Welcome to the Community,

 

1) I think You are talking here about one Display network campaign with automatic placements.

The de-duplication Enabled affects counting 1 VTC in that Display campaign at the same time with 1 (1-per-click) Conversion in another Search campaign, so it only counts 1 (1-per-click) Search Conversions without incrementing the VTC.

 

So de-duplication does not affect the conversion count in Display campaigns . Referrence : link

 

"Enable: If a customer views your display ad, doesn't click it, and then later clicks on a search ad, we'll count only the last conversion type (the click conversion, for example)."

 

2) VTC can be incremented multiple times per visit and even if conversions occur from organic visits or other refferal sources too. 

In the link bellow we find an explanation regarding the fact that VTCs are almost but not the same as (many-per-click ) conversions so you cannot add them, or compare them to the (1-per-click) conversion count :

 

https://www.en.adwords-community.com/t5/Manage-ads/View-through-conversions/m-p/205514/highlight/tru...

 

The VTC number won't be affected by this, however. It pulls from the conversion tracking setup and there's no de-duplication for conversions by user (if a user from one impression completes 10 conversions, 10 VTCs are counted).  "

 

"VTCs are a distinct metric in AdWords. They are not aggregated in your Conversions (one-per-click) or Conversions (many-per-click) totals because a click didn't happen. "

 

3) When you say that the "1-per-click Conversion count" does not match the number of Goal Completions in analytics, this is a normal situation too as explained in the last link too :

 

"And by default, you conversions in AdWords don't match Analytics conversion (either goal tracking or Ecommerce) in Analytics. You have to set them up so that they're tracking the exact same thing. And even then, discrepancies are expected."

 

Also analytics does not record impressions, only visits ( similar to clicks) so VTCs are not counted in Analytics.

 

This page can also help you understand why goal completions are so very different than AdWords conversions :

 

https://support.google.com/adwords/answer/3207154?rd=1

Re: View-through conversions number inquiry

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Hello Adrian,

Thank you for your response; however, my most important question was not answered.

How come the model comparison tool is is attributing more than 50% of the conversions to Direct traffic (for ALL models) while Display traffic only has 20% of the stated conversions in Adwords (for ALL models as well).

Also note that number of visits from direct traffic is much lower than the number of attributed conversions to Direct traffic.

Please note that Facebook Ads conversions are being correctly attributed to their channel. The problem is coming from the Google Display ads.

Thank You.

Re: View-through conversions number inquiry

[ Edited ]
Collaborator ✭ ✭ ✭
# 4
Collaborator ✭ ✭ ✭

1) Do you use the same time-frame for counting direct visits and direct conversions ?

Analytics has a delay of 48 hours , are you including today and yesterday in the count ?

 

2)Are you only recording conversions as Goals in analytics and importing them in AdWords or doing both tracking adwords and analytics without importing ? It is unclear to me as to what are you reffering to as "conversions".

 

3) Also note that number of visits from direct traffic is much lower than the number of attributed conversions to Direct traffic.

 

Are you recording analytics transactions which can be many-per-visit as opposed to Goals 1 per visit ?

 

4) What exactly is your setup in the Model comparison tool ? By default it uses 

- Lookback window = 30 days 

- Type = All

Primary Dimension:  MCF Channel Grouping

- Last interaction Model ( vs. no other model )

 

Please read from here : link

 

 

"  Example: A customer finds your site by clicking one of your AdWords ads. She returns one week later by clicking over from a social network. That same day, she comes back a third time via one of your email campaigns, and a few hours later, she returns again directly and makes a purchase.

Last Interaction model icon In the Last Interaction attribution model, the last touchpoint -- in this case, the Direct channel -- would receive 100% of the credit for the sale." So if you see in here that 20% of conversions are attributed to the Display, only 20% of conversions happened from a "Last interaction" with a Display click, no matter how many have a Display click somewhere in the middle of the conversion path.

 

5) "How come the model comparison tool is is attributing more than 50% of the conversions to Direct traffic (for ALL models) "

 

Are you saying that even if you choose the model "Last AdWords click" you still get attribution in a majority for Direct visits ? Because you say that this data is the same no matter what model you choose. Try to compare "Last interaction" with "Last AdWords click".

 

6) Maybe your tags are dropped at checkout thus receiving too many direct conversions because the thank you page loads after the payment. Read more here : link "  

 

 

"  E-commerce transactions: crossing between domains

  

If you require that visitors cross domains during the checkout process on your site, you must ensure that you have added the necessary lines to your tracking code. Please refer to the FAQ on tracking 3rd party shopping carts for more information. If you do not add these lines to the tracking code, the referring-source information gets dropped when a visitor navigates between the domains, and the transactions in your reports may be attributed to direct visits instead of CPC or organic traffic.   "

Re: View-through conversions number inquiry

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭

1) Do you use the same time-frame for counting direct visits and direct conversions ?

Analytics has a delay of 48 hours , are you including today and yesterday in the count ?

 

No, I'm not including today and yesterday. My main problem is in the model comparison tool and how it is attributing most of the conversions (analytics goals in this case) 

 

2)Are you only recording conversions as Goals in analytics and importing them in AdWords or doing both tracking adwords and analytics without importing ? It is unclear to me as to what are you reffering to as "conversions".

 

I'm doing both, tracking conversions in Adwords and goals in Analytics. When I talk about conversions and refer to Analytics, I mean Goals (event based tracking on the click of a button).

 

3) Also note that number of visits from direct traffic is much lower than the number of attributed conversions to Direct traffic.

 

Are you recording analytics transactions which can be many-per-visit as opposed to Goals 1 per visit ?

 

Yes, it can be many goals per visit; however, the numbers don't make sense when I look at the Goals Overview vs. Different models in the model comparison tool.

 

4) What exactly is your setup in the Model comparison tool ? By default it uses 

- Lookback window = 30 days 

- Type = All

- Primary Dimension:  MCF Channel Grouping

- Last interaction Model ( vs. no other model )

 

Please read from here : link

 

 

"  Example: A customer finds your site by clicking one of your AdWords ads. She returns one week later by clicking over from a social network. That same day, she comes back a third time via one of your email campaigns, and a few hours later, she returns again directly and makes a purchase.

 In the Last Interaction attribution model, the last touchpoint -- in this case, the Direct channel -- would receive 100% of the credit for the sale." So if you see in here that 20% of conversions are attributed to the Display, only 20% of conversions happened from a "Last interaction" with a Display click, no matter how many have a Display click somewhere in the middle of the conversion path.

 

I'm using the default setup in the model comparison tool. Yes, I understand the different uses of each model which is even more intriguing. 

 

5) "How come the model comparison tool is is attributing more than 50% of the conversions to Direct traffic (for ALL models) "

 

Are you saying that even if you choose the model "Last AdWords click" you still get attribution in a majority for Direct visits ? Because you say that this data is the same no matter what model you choose. Try to compare "Last interaction" with "Last AdWords click".

 

Yes, this is exactly what I'm saying. Even if I choose "Last Adwords Click", the majority of the conversions (goals) go to the Direct channel. Last Interaction Vs. Last Adwords Click gives me almost similar results for the Direct channel vs. the Display channel.

 

6) Maybe your tags are dropped at checkout thus receiving too many direct conversions because the thank you page loads after the payment. Read more here : link "  

 

 

"  E-commerce transactions: crossing between domains

  

If you require that visitors cross domains during the checkout process on your site, you must ensure that you have added the necessary lines to your tracking code. Please refer to the FAQ on tracking 3rd party shopping carts for more information. If you do not add these lines to the tracking code, the referring-source information gets dropped when a visitor navigates between the domains, and the transactions in your reports may be attributed to direct visits instead of CPC or organic traffic.   "

 

I thought about this option but it doesn't make much sense because the conversions from the Facebook channel are being well attributed. 

 

I just figured something out, up until the 8th of October, the Model Comparison Tool gave 0 conversions to the Display channel despite attributing them to the Display channels in the Goals - Overview Report. It was attributing all of them to the Direct channel. 

 

Why was the Facebook channel well attributed but not the Display channel?

Re: View-through conversions number inquiry

Collaborator ✭ ✭ ✭
# 6
Collaborator ✭ ✭ ✭

I can't really make a blind guess about this as forum members do not have access to accounts.

I think I have exhausted my ideas on this one, sorry . Hopefully some other forum member can pick up on the thread if they had a similar issue and know the solution.

 

There is also the more appropriate analytics forum where you can post this question :

 

http://productforums.google.com/forum/#!categories/analytics

 

Anyway the best option you have to diagnose this issue is to call google and ask a specialist to analyze the data in your account. This can be done at this number : link

 

There is also a chatting option to specialists who have access to your account in this page :

https://support.google.com/adwords/answer/8206?hl=en&hlrm=en