<< by on September 16th, 2013
If you are like a lot of our clients here at Search Mojo, you probably have more than one Google AdWords account running at any given time. Many of our clients use different AdWords accounts for various programs or departments, areas of their business that require separate budgets, etc. Tracking conversions across multiple accounts is usually quite the process and often times tracking is not as accurate as it should be, due to conversions being double-counted and inaccurate communication between multiple AdWords accounts for the same website. Now that has all changed! Google recently announced that cross-account conversion tracking is now available to help you track across your different accounts.
How I feel when Google announces updates that work AND are easy to implement:
Use a single snippet of code for all conversion tracking: Instead of using any number of tags across your website to track conversions in multiple accounts, one tag is all you need to track your conversions. To get the code that you need and to set up a conversion, you can follow these instructions.
More accurate reporting: Using a single tag should shrink the margin of error associated with conversions being counted twice across different accounts, and allow for more accurate reporting and insight into where customers are converting throughout your site. With the tag being across multiple accounts, you can also gain insight into the assist conversions and better understand the user’s search funnel before they converted.
Search funnel reporting: With cross-account conversion tracking implemented, there are three search funnel reports you can run (Overview Report, Top Conversion Paths Report and Assisted Conversion Report) to gain greater insight and data into your conversions. These types of reports can help you optimize your account at a more granular level and organize Google AdWords data in a way that is easier to understand.
Ease of implementation: Since less code will need to be placed on the back end of your site to accurately track conversions, setting up cross-account conversion tracking should be simpler than the previous process. An added benefit may be increased load time for your web pages, since there will be less HTML on each page associated with a conversion.
Simple setup: Once you create cross-account conversions and implement the conversion tag on your site, all you need to do is login to your My Client Center (MCC) and go to the Manage Accounts tab. From here, choose which accounts you want to make changes to, and use the Change conversions account dropdown menu to choose “To this MCC Account.” After you save your changes, cross-account conversion tracking should be enabled and you can begin to reap the benefits of tracking across multiple accounts.
MCC capabilities: If you already have your accounts under the umbrella of a My Client Center (MCC), you’re a step ahead – but if you don’t, be aware that you can’t implement cross-account tracking unless you have your accounts connected through an MCC. Also keep in mind that cross-MCC tracking is not available, so if you have accounts in two separate MCCs, you won’t be able to utilize cross-account tracking unless you consolidate or move accounts to the same MCC.
Change existing tracking codes: You may already have quite a few (or a lot) of conversion tracking codes implemented on your site to track conversions. While the setup for cross-account conversion tracking is simple, you will still have to implement the new code onto your site, which may or may not be time-consuming depending on the number of conversions you track and the size of your site. For additional help, the Google Tag Manager is a tool that you may be able to use to manage your website tags.
Account-specific or MCC-specific: An AdWords account can use account-specific conversions or cross-account conversions – not both. For example, if you are an agency who manages a client’s account within your MCC, the client won’t be able to use their own account-specific conversion tracking if cross-account tracking is enabled. This shouldn’t normally be an issue, but be aware that tracking will only occur in one or the other.
Account edits: Only MCC accounts can make changes to cross-account conversions, so a client account will be able to see the conversions, but not make any changes to them.
30-day window: To ensure that no conversions are lost during the transition from account-specific conversion tracking to cross-account conversion tracking, Google advises any old code snippets be left on for 30 days. While this isn’t necessarily a “downfall,” it is an added step in the process to go back 30 days later and remove the old code snippets. Also keep in mind that if you think you may want to go back to account-specific tracking at some point, that code will have to be re-added to your site before accurate tracking can again occur at the account level.
Will you implement cross-account conversion tracking within your My Client Center? Have you already? Catch up with me on Twitter or comment below to share your thoughts and experiences.