What are some common conversion tracking pitfalls and how to avoid them?

Conversion tracking is a crucial component of any search advertising campaign, as it allows you to measure the effectiveness of your ads and optimize your bids, keywords, and landing pages. However, conversion tracking can also be tricky and prone to errors, which can lead to inaccurate data and poor decisions. In this article, we will discuss some common conversion tracking pitfalls and how to avoid them.

1 Wrong conversion actions

One of the most common conversion tracking pitfalls is choosing the wrong conversion actions for your campaign goals. For example, if your goal is to generate leads, you should not track page views or clicks as conversions, as they do not indicate the quality or intent of your prospects. Instead, you should track form submissions, phone calls, or downloads as conversions, as they show a higher level of interest and engagement. To avoid this pitfall, you should define your campaign goals clearly and select the most relevant conversion actions for each goal.

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Charlie Scholz

Senior Director of Marketing at True Connection Communities
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Aside from selecting the right conversion actions, ensuring proper tracking setup is essential to avoid data discrepancies. Improperly installed tracking codes or misconfigured settings in your analytics platform can lead to inaccurate conversion data, or duplicate counts of conversions. To avoid these issues, double-check your tracking codes' installation and confirm they're placed correctly. Additionally, verify that your analytic platform settings, such as attribution models and conversion windows, align with your campaign goals. Lastly, Google Analytics users, adopt GA4 and learn the platform sooner than later. The transition date is fast approaching!

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2 Missing or incorrect tags

Another common conversion tracking pitfall is having missing or incorrect tags on your website or landing pages. Tags are snippets of code that enable your website to communicate with your search advertising platform and report conversions. If your tags are missing, incomplete, or placed in the wrong location, your conversions will not be tracked or attributed correctly. To avoid this pitfall, you should follow the instructions and best practices provided by your search advertising platform and use tools like tag managers, tag assistants, or preview modes to verify and troubleshoot your tags.

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Sascha A. Z.
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Accurate tag placement is key for effective conversion tracking. A common mistake is placing tags in parts of a webpage that don't always load, such as within dynamic content areas. This can lead to missed conversion data. Ensure proper tag functionality by placing tags in static, consistently loaded sections of your site, like the header or footer. Regularly check your tags with tools like Google Tag Assistant to confirm they're working correctly. Additionally, keep up-to-date with changes in tagging protocols or updates from your ad platforms to maintain accuracy.

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3 Duplicate or cross-device conversions

A third common conversion tracking pitfall is counting duplicate or cross-device conversions. Duplicate conversions occur when the same user performs the same conversion action multiple times, such as revisiting a confirmation page or clicking on the same ad again. Cross-device conversions occur when the same user performs a conversion action on a different device than the one they clicked on your ad from, such as browsing on a mobile phone and buying on a desktop. Both scenarios can inflate your conversion numbers and skew your data. To avoid this pitfall, you should use cookies or other methods to identify and exclude repeat visitors and enable cross-device conversion tracking on your search advertising platform to capture and attribute conversions across devices.

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Charlie Scholz

Senior Director of Marketing at True Connection Communities
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Monitoring and analyzing your conversion data regularly for any unusual patterns or discrepancies is essential. This can help you identify potential issues, such as duplicate or cross-device conversions before they significantly impact your campaign performance. Moreover, implementing a comprehensive attribution model that accounts for multi-touch interactions can provide a clearer understanding of your users' conversion paths. By considering the various touchpoints that contribute to a conversion, you'll gain a more accurate picture and be able to optimize your ads, bids, and targeting more effectively. A holistic approach to conversion tracking will help you make data-driven decisions and maximize your advertising ROI.

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4 Inconsistent or inaccurate attribution

A fourth common conversion tracking pitfall is using inconsistent or inaccurate attribution models for your campaigns. Attribution models are rules that determine how credit is assigned to different touchpoints in a user's journey to conversion, such as clicks, impressions, or channels. Depending on your attribution model, you may overestimate or underestimate the impact of certain touchpoints on your conversions. For example, if you use a last-click attribution model, you may ignore the influence of earlier touchpoints that helped to build awareness and interest. To avoid this pitfall, you should use a consistent and appropriate attribution model for your campaign goals and compare different models to understand the full picture of your conversion paths.

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5 Lack of testing and optimization

A fifth common conversion tracking pitfall is failing to test and optimize your conversion tracking setup and performance. Conversion tracking is not a one-time activity, but an ongoing process that requires regular monitoring, testing, and improvement. If you do not test and optimize your conversion tracking, you may miss out on opportunities to enhance your data quality, user experience, and campaign results. To avoid this pitfall, you should use tools like split testing, analytics, and reports to measure and improve your conversion tracking setup and performance.

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Sascha A. Z.
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Optimising conversion tracking is a continual process. A vital strategy is to regularly check the conversion paths on your website. For example, if tracking form submissions, regularly complete the form to ensure it triggers the conversion tag. Another effective approach is to set up conversion tracking alerts. Tools like Google Analytics can alert you to sudden changes or drops in conversion rates, prompting immediate investigation. Continuously refining your conversion tracking setup, in response to website updates or changes in user behaviour, ensures you capture accurate and valuable conversion data.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are some common conversion tracking pitfalls and how to avoid them?

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1 Wrong conversion actions

2 Missing or incorrect tags

3 Duplicate or cross-device conversions

4 Inconsistent or inaccurate attribution

5 Lack of testing and optimization

6 Here’s what else to consider

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