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Google recently released the first cross device conversion tracking benefit from Enhanced Campaigns called Estimated Total Conversions. The objective is to provide advertisers with a more comprehensive understanding of the path to purchase and the value of touch points across the Google network.
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google EstimatEd total
ConvErsions
october 2013
© 2013 Havas Media Group 2
Google estimated total conversionsHAVAS MEDIA GROUP FOCUS
lead contributors
Ann KAnesvP, search marketing directorHavas media [email protected]
MichAel TuccillovP, search marketing directorHavas media [email protected]
VicTor DAViDsonvP, analytics directorHavas media [email protected]
JAcob DAVissearch marketing directorHavas media [email protected]
© 2013 Havas Media Group 3
Google estimated total conversionsHAVAS MEDIA GROUP FOCUS
Google recently released the first cross device conversion tracking benefit from Enhanced Campaigns called Estimated Total Conversions.
The objective is to provide advertisers with a more comprehensive understanding of the path to purchase and the value of touch points across the Google network. It will estimate the total impact of an advertiser’s campaign by measuring the performance of users that are logged in to Google.com across devices, and layer-ing estimation algorithm to project the total impact of each device for all Google searches. The key enhancement is the data enables cross-device attribution. With this valuable information, opportunities for usage are expansive impacting cam-paign management functions like bid updates across device and real time mea-surement of upper funnel activities. As new iterations of the tool are launched, it shows promise to eventually inform strategic planning functions like channel plan-ning and budget allocations.
This new enhancement affects all advertisers who have Google conversion tracking enabled, and will be rolled out over the month of October.
executive summary
After helping advertisers reach consumers more easily on multiple devices via the mass change of Enhanced campaigns (See >> Google Enhanced Campaigns POV, Havas Media Group, February 2013), Google is aiming to help advertisers better understand consumer behavior by enabling cross device tracking. Previously, if a user conducted a search on a mobile device, clicked on an ad, but did not con-vert, the tracking process ended. Advertisers wouldn’t know to correlate that same person who conducted another search via a desktop computer soon after and converted. Thus, the mobile device would get no credit for being part of the con-version process and advertisers would adjust media budgets accordingly.
Now, Google is aiming to change the process, allowing advertisers more transparen-cy in the conversion process, which has been problematic in the past. Google hopes that with this new change, advertisers will be able to better attribute all steps in the conversion process, not just the final touch point.
Google has shared that initial testing showed increases between 2% and 12% lift in conversions across multiple verticals and that, for some, a large increase in con-versions attributable to mobile. For example, Google found that the travel vertical partners were able to measure 33% more conversions originating with a mobile click.
Why is this change happening?
© 2013 Havas Media Group 4
Google estimated total conversionsHAVAS MEDIA GROUP FOCUS
The Estimated Total Conversions product will use data from users who are logged into Google conducting searches on Google.com to establish sample data as a proxy from which it will estimate the total conversion volume. Currently, 20% of Google users are logged in across devices when conducting searches, which may limit the overall sample size to draw data. In the future, Google hopes to incorpo-rate conversions originating from its search and display networks. As a note, the product requires at least 50 conversions per day, per account.
How does it work?
Google has made a great first step into data transparency that will provide future value to advertisers. It enables visibility not previously accessible via Google directly, a key benefit of Google’s shift to Enhanced Campaigns. It was specifically designed to help advertisers more accurately gauge the value of mobile, as most mobile cam-paigns have lower on-site conversion rates than desktop and tablet devices.
However, in the short run, it will not be overly impactful to campaign strategy and media investment for a number of reasons:
• By factoring search investments only, it still has a limited view of the consumer journey.
• Currently, the conversion process is based on a last click attribution model. At press time, Google was not exploring other attribution models. This limits the potential use for many clients already using more advanced attribution modeling.
• Due to conversion minimums, we believe that the results could be met with some initial doubt by advertisers and are not statistically significant enough for some verticals.
It is expected that subsequent iterations of Cross Device Conversion tracking will provide a more in-depth perspective of the consumer journey expanding beyond search into display as well as content. As the estimates are based on actual data, they are therefore a realistic valuation and will eventually win over skeptics. More importantly, cross channel attribution remains a pain point for most. Havas Media expects Google’s entry into the market will propel solutions from other analytics, data and software companies.
For more information, see: >> http://adwords.blogspot.com/2013/10/estimated-total-conversions.html
What we think/expected impact
