When Are Conversions Attributed to Your PPC Campaigns?
April 8, 2009
During our last blog series we discussed using the ad scheduling feature within Google AdWords to save time and money when managing a PPC campaign. That article sparked a few questions in regards to when a conversion is attributed within AdWords.
In the previous post, we provided tactics for using the ad scheduling feature to automatically just your keyword bids, or completely pause your ads at certain times of the day or days of the week. If you have the data to prove that your campaign performs best at certain times of the day, this tool can be invaluable! Knowing all of this, how and when does Google AdWords attribute conversions to your account?
When a user clicks on a Google ad, a tracking cookie is placed on their computer. This cookie is active for 30 days. This way, if the user clicks on your ad and comes back a week later, the conversion is still attributed to your campaign and your specific keyword.
However, keep in mind that this latent AdWords-generated conversion is attributed to your account when the initial click occurred, not when the conversion action takes place. This means that if someone clicks on your ad on April 1 and they return to your site to convert on April 24, this conversion will appear within your reports on April 1.
I thought I’d dig a little deeper to see how and when other tracking sources attribute conversions to their accounts and reporting.
Conversion reporting for Yahoo Search Marketing also utilizes a tracking cookie. This cookie is active for 45 days. Conversions are attributed within the Yahoo interface on the day the action takes place.
As you can see, Google AdWords is the odd-ball out here. The rest of the PPC conversion tracking tools work similarly by tracking conversions on the day of the actual transaction. When creating your reports, you should keep all of this in mind. Within AdWords, a previous month’s performance may be better than you think, at least until that cookie expires.
Browse By Category
Seven insights hiding in Google’s new Christmas shopping research
In December 2017, Google released a set of statistics about the Christmas shopping season. Use these insights in AdWords to make this your best December ever.
Stop Using Google's First Page Estimates to Set Your Bids
Google's First Page Bid Estimates can't be trusted. Adjust your bid strategy based on average position and not using this metric.
Your Guide to Getting Organized for PPC Success
Organization is key to success in the PPC industry. Here is a guide to organizing your space, time, resources, and workload for efficient PPC management.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
A Reminder About Work-Life Balance
Proper Work-Life Balance Is Something Easily Forgotten. Here Is A Reminder That It's Okay To Have A Life Outside Of Work & Constantly Checking Performance.
The Advertising Principles That Guide Facebook's Decisions
Facebook highlights the advertising principles that guide their decision making in response to recent events.