As of February 2014, Google will be rolling out a new conversion counting system called ‘Flexible Conversion Counting’.The new tool replaces the formerly known as conversions one-per-click and conversions many-per-click. What it aims to do is to allow advertisers to segment how their ads are converting. Pro or Con?
How it works
Imagine that you own a bicycle shop and you have a website containing an online enquiry form, a sign-up form and a newsletter. If you’re a savvy entrepreneur, you would like to know how the users navigated around your website, where and how they converted into clients. You would also like to know the value attached to each action. For example, if you’re online user converted into a paying customer, you would attach a higher value mark to that particular action than to the user who signed up for your monthly newsletter. Although in some cases, this last action is still attributed as a conversion. The flexible conversion counting system acknowledges the difference in the term ‘conversion’ and differentiates these two actions under ‘conversion’ and ‘converted clicks’.
There are mainly two settings, the ‘All Conversions Setting’ and the ‘Unique Conversion Setting’. The All Conversions Setting follows users even after the first conversion has been made. So if you have a bicycle shop selling bicycle accessories as well, the All Conversions Settings will allow you to trace if a user bought a bicycle as well as bicycle accessories.
The Unique Conversion Setting only tracks unique conversions Meaning, if for instance a user fills up 2 or more enquiry forms regarding bicycles with different requirements and 2 or more forms regarding bicycle accessories, then The Unique Conversion Setting only tracks them as 2 conversions total.
More Flexible – Allows you to determine and categorize which is a ‘conversion’ and which is a ‘converted conversion’. Compared to the previous one per click conversion and the many-per-click conversion it’s a much easier tool to use and understand. You can choose to whether track your sales (all conversions) or leads (unique conversions).
More Precise – Enables you to see the value in each conversion whether it’s a person filling up an enquiry form or actually buying a product.
This new tool can either be a blessing or a curse. We’re yet to find out.