What's everyone's thoughts on the effectiveness of conversion tracking? I understand that it is meant to track for 30 days after they click an ad. I also understand that Google uses 3rd party cookies, which a lot of browsers don't allow, plus if anyone clears their cookies they won't be recorded at all. Now I'd also assume that if someone logged on from a different computer, or even a different browser that their details would also be lost. This makes me wonder how effective conversion tracking actually is, I would've through at least 25% of conversion wouldn't get picked up, and for high value products with a longer research time this is likely to be much higher. What does anyone else think about this? is there a more reliable method of tracking?
The only way to track things is by using cookies. There are of course many issues of using cookies: 1) people can tell their browser not to record them I think few people do this or even know they can. So it's a minor issue. I think shopping carts need it to be turned on so for those who are paranoid, that means they won't buy online. Just need to educate people that cookies are not dangerous. 2) some know they can and do clear them occasionally Again, I think that's a small percentage, smaller than those not tracking them at all, so not a major issue. 3) search on one computer, buy on another will of course not track the conversion as the cookie is on the wrong computer I'm sure that happens: search at work, buy at home or vice versa. The percentage? Don't know, probably significant like 20-25%. Nothing can do about it. Besides, I would wager that if they found you through your ad in one place, they'll do the same search to find you again and click your ad again. So the conversion gets recorded, you just spend twice to get the conversion. 4) a buyer calling in to make their order will not track Some clients tell me phone orders can be as high as 50%. Depends on business. When I sold my software in both download and on CD, about 25% would place their order by phone for the CD version. One client says 40% and only advertises using PPC so she knows how effective the ads are. Most services you can only buy by phone (carpet cleaning for example). But if the phone rings more often, it can indicate that the PPC campaign is working. You could always ask how they found out about you or have a separate phone number for your campaigns. 5) cookie duration Minor issue in my opinion. Percentage that would convert after 30 days is likely very, very small in most cases. All this to say, sure there are issues but you must track PPC conversions somehow. Even if not perfect, data you gather can be valuable.
agreed with Lucid's comments..Google uses 1st party cookies, though. not 3rd party...all browsers that I know of allow this, so that shouldnt be an issue...all of the other challenges are real, but cookie tracking is effective as it can get right now. The challenge most savvy advertisers face is tracking the entire click stream, and not just the last click that attributed to the sale. Attribution models are fairly common on media buying tools now, so its worth the investment to see how channels interact.