Do AdWords accounts track conversions effectively? The problem is that if you don't track all of your conversions, you don't know which campaigns are actually delivering results. Advertising Continue reading below Take the example of the plumbing/HVAC industry. Generally speaking, most plumbing leads come in the form of phone calls, not quotes. However, your typical plumbing/HVAC company just tracks form submissions. Therefore, they don't know which paid search campaigns are driving the majority of their conversions. Technically , they have conversion tracking in place, but it's of no use to them. We come across this issue all the time during our account audit process.
Often companies say they have conversion tracking in place, but when we start to wonder what actually constitutes a image masking service conversion for their business, it quickly becomes clear that they are not tracking what really matters . What is a "good" conversion rate? So it's no surprise that only half of AdWords accounts that track conversions do so effectively, most conversion rate estimates are skewed towards 0%. The problem is that when most people estimate the "typical" conversion rate, they assume that if an AdWords account is tracking conversions , it must be tracking most or all conversions. For example, here are the results of an analysis Wordstream performed on hundreds of AdWords accounts to create conversion rate benchmarks for AdWords campaigns.
The median conversion rate was 2.35%. The bottom 25% of accounts had a conversion rate of 0-1%. The richest 25% of accounts had conversion rates of 5.31% or higher. It was an interesting, but flawed study. To their credit, Wordstream attempted to account for poor conversion tracking by excluding accounts with less than 10 conversions, but without directly auditing the accounts they pulled data from, they didn't know if the accounts in their sample actually tracked. conversions efficiently. Here's what we found when we duplicated Wordstream's analysis using our data. Unsurprisingly, the results were very similar to Wordstream's findings.