By Alan Coleman on 4 Oct 2013
This week’s PPC infographic is short and sweet, and comes from Promodo. As we’ve said countless times before, the biggest advantage of digital marketing is the measurability of everything you do online. It’s easy to see how your marketing efforts are performing, and which parts of your marketing strategy are working well for you and which aren’t working so well.
There’s so much data out there which is just waiting for you to measure. But what’s the best way to measure your PPC performance? Google AdWords and Google Analytics attribute conversions differently but both are very useful. AdWords attribute conversions to the last time the ad was clicked before the conversion took place, whereas Analytics attributes it to the time that the user actually converted. Similarly, Google AdWords attributes a conversion to the last time an AdWords ad was clicked, while Google Analytics will only attribute the conversion to AdWords if the last click was on an AdWords ad. For example, if someone clicks on an AdWords ad, doesn’t immediately convert, and then returns the following day and clicks on an organic result, AdWords will record that as an AdWords conversion, but Analytics will attribute it to google/organic. Likewise, AdWords will record the conversion on the day that the AdWords ad was clicked (i.e. the first day), but Analytics will record it on the day of the actual conversion (i.e. the second day). By looking in the multi-channel funnels report in Google Analytics you can see all of the different touch points which users had on their path to conversion. This data can be really useful in informing your marketing strategy, particularly for the longer purchase processes.
