Missing Conversions, Missed Opportunities
The golden question that I receive from businesses is whether they are receiving a return from their ad spend and what is being done to improve their return. If your business provides services, you likely have a prospective customer call your business directly or fill out a request form. If your business sells products, you may have a sales team connecting with customers. Regardless of the different entry points to connect with your business, these transactions occur offline (transaction occurs outside of your website)
The Problem:
If you do not pass information from offline transactions to your advertising platform, then you will be missing the full picture of your online ad efforts and aren’t being as cost effective with your money.
Standard conversion tracking methods to track something like request form submissions will tell you how many requests your ads generated, but will not tell you if your ads generated actual customers (requester turned customer).
Why This Matters:
No/partial conversion data lead to inaccurate reporting of your online ads effectiveness.
No/partial conversion data disables the ability to optimize ads appropriately and will cost you more money.
Solution:
Automatically upload your company’s conversion data so that your online ads data is always up to date. This will enable more real time ad optimizations so that you can allocate money towards what produces results. Similar to our first blog post, one example on how to implement this automation is to utilize the Zapier integration ensuring your data is always up to date.
For a free 30 minute consultation on your online advertising and digital marketing strategy, please email me directly at matthew@catenaengagements.com and mention this blog post!
Matthew Ng - August 24
Tags: digital marketing, online advertising, conversion tracking, google ads, adwords, offline conversions, automation, zapier