AdWords Advertisers Get A New Tool For Conversion Tracking

By Chris Crum
Thursday, March 25, 2010

If you run an online business, there is a good chance you’re using paid search in your marketing strategy. If that’s the case, there’s also a good chance you use Google AdWords, and if that is the case, you may be interested to know that Google is offering a new AdWords tool called Search Funnels. Do you think Search Funnels will be helpful?

“Conversions in AdWords are attributed to the last ad clicked before the conversion happened, but how many other ads of yours did customers click or see that preceded that final search and click? How much time past from the first time they saw your ad and that final conversion?” asks Google. The Search Funnels tool is designed to help answer questions like these.

The tool is also designed to help advertisers make “informed decisions bout their keywords, ad groups, and campaigns,” according to Miles Johnson on Google’s Inside AdWords blog.

“By showing which ads your customers clicked on before ultimately converting, Search Funnels give a more complete picture of the value of your keywords, ad groups and campaigns,” says Johnson. For an example, read this.

Conversions reported in the Search Funnels tool are tracked by the AdWords Conversion Tracking tag or are imported from Google Analytics after linking your AdWords and Analytics accounts.

The tool provides users with a Top Conversions report, as well as Assisted Conversions, First and Last Click Analysis, Time Lag, and Path Length reports.

The Search Funnels tool is currently in beta status, and will be rolled out gradually over the next few weeks to AdWords users in the “Conversions” section under the reporting tab.

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