Microconversions: How to Make Them Count for PPC - Gemma Russell
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The document discusses micro conversions in the context of PPC, emphasizing their significance and how to track them effectively using GA4. It outlines various categories of micro conversions, suggests specific standard and custom event names, and highlights the importance of analyzing data to optimize marketing strategies. Additionally, it provides a framework for creating audiences based on user interactions to enhance remarketing efforts.
Microconversions: How to Make Them Count for PPC - Gemma Russell
- 1. Micro conversions How to make them count for PPC
- 2. Someone visits a website
- 3. They immediately buy something
- 4. of the time this actually happens <5%
- 5. What are micro conversions and why are they great? Which ones to track and analysing the data! Remarketing 2.0 What we’ll cover today
- 6. What is a micro conversion?
- 7. Why are they so useful?
- 8. You don’t just buy the car
- 10. Buying a car Blogs: Read about the car & other people’s experiences. Configure: Build your ideal car online. Identify: Online sellers, marketplaces & dealerships. Test Drive: Take the car out and experience it for yourself. Reviews: Car magazines, influencers and other people’s thoughts.
- 11. Customer journeys are complex
- 15. There is hope
- 16. GA4 is event based
- 17. Measure the smaller interactions
- 19. Here’s our recommended lists
- 20. Microconversion Category Notes GA4 standard event name GA4 custom Event Account - Newsletter registration Action Time on site - 3 seconds Engagement Session Duration time_on_page (parameter name "elapsed_time_seconds") Time on site - 30 seconds Engagement Session Duration time_on_page (parameter name "elapsed_time_seconds") Video - play Engagement except if autoplay video_start Video - 50% Engagement % is arbitrary video_progress (10%, 25%, 50%, and 75%) Video - complete Engagement video_complete Site search Action view_search_results Other search Action eg route/location n/a Download PDF Action file_download Click a CTA Button Action this could also be 'add to basket' link_click__cta Page/Scroll depth - 75% Engagement But only on long pages, not pages that fit within the screen. % is arbitrary n/a added extra thresholds into the percent_scrolled paramters in the event "scroll" Page/Scroll depth - 90% Engagement But only on long pages, not pages that fit within the screen. scroll External Click - Reviews Action eg, from a review widget n/a External Click - Social Media button Action n/a Livechat Action Click into Form Action form_start (it may not be desirable to enable this feature when we have our own form tracking configured) form_start Viewed 5 pages Engagement # is arbitrary n/a page_count_5 Viewed 10 pages Engagement # is arbitrary n/a page_count_10 Click-through from Email Engagement Account - Created / Sign Up Action Account - Log in Action Article/Blog - Read 1 Engagement time on page > 1, page is an article, and reached 75% scroll Article/Blog - Read 1+ Engagement time on page > 1, page is an article, and reached 75% scroll, session count 1+ Visited 2 times Engagement # is arbitrary L E A D G E N
- 21. E C O M M E R C E Microconversion Category Notes GA4 standard event name Ga4 custom Event Account - Newsletter registration Action Time on site - 3 seconds Engagement Session Duration time_on_page (parameter name "elapsed_time_seconds") Time on site - 30 seconds Engagement Session Duration time_on_page (parameter name "elapsed_time_seconds") Video - play ? except if autoplay video_start Video - 50% ? % is arbitrary video_progress (10%, 25%, 50%, and 75%) Video - complete ? video_complete Ecom - Category page view Engagement Could be layered with 'time on page' TBC Ecom - Product page view Engagement Could be layered with 'time on page' TBC Ecom - Add to basket Action add_to_cart Ecom - Start checkout Action begin_checkout Ecom - Add voucher Action TBC Ecom - Add delivery info Action TBC Ecom - Add payment info Action add_payment_info Site search Action view_search_results Other search Action eg route/location n/a Download PDF Action file_download Click a CTA Button Action this could also be 'add to basket' link_click__cta Page/Scroll depth - 75% Engagement But only on long pages, not pages that fit within the screen. % is arbitrary n/a added extra thresholds into the percent_scrolled paramters in the event "scroll" Page/Scroll depth - 90% Engagement But only on long pages, not pages that fit within the screen. scroll External Click - Google Maps Action eg, if there is a map on the contact us page n/a External Click - Reviews Action eg, from a review widget n/a External Click - Social Media button Action n/a Livechat Action Click into Form Action form_start (it may not be desirable to enable this feature when we have our own form tracking configured) form_start Viewed 5 pages Engagement # is arbitrary n/a page_count_5 Viewed 10 pages Engagement # is arbitrary n/a page_count_10 Click-through from Email Engagement Account - Created / Sign Up Action Account - Log in Action Article/Blog - Read 1 Engagement time on page > 1, page is an article, and reached 75% scroll Article/Blog - Read 1+ Engagement time on page > 1, page is an article, and reached 75% scroll, session count 1+
- 22. Not all events are created equally!
- 23. Event types & event parameters to get the most from predefined reports Think about
- 24. Automatically collected events Basic interactions on site/ app. No additional code needed, just gtag/ Firebase. Default event parameters are included. Examples: o ad_click o ad_impression o click o file_download o form_start o form_submit
- 25. Recommended events This event data will update predefined dimensions & metrics for better reporting. Both mandatory & optional parameters are available. Google has a list of them here. Examples: o add_payment_info > o currency o value o payment_type o item_category o item_brand o item_variant o price
- 26. Enhanced event measurement Measures interactions with content by enabling enhanced measurement in settings. Default event parameters are included. Be careful to understand exactly what they are measuring. Examples: o scroll o page_view o video_start o video_progress
- 27. Custom events Collects data GA4 wouldn’t otherwise be measuring. Choose relevant custom event parameters. Examples: o viewing 5 pages o viewing 10 pages o time on page 30 seconds
- 28. Choose which micro conversions to measure
- 30. 1 2 3 Understanding event sequences Segment overlap Path exploration Funnel exploration Use this to understand which events are triggered by a defined segment of traffic. Review which sequence of events, page paths or page titles triggered your end goal. With large websites, or complex user journeys – this could get messy very quickly! Great, but they have limitations. You must complete the funnel in the correct order, and user behaviour can be unpredictable!
- 31. Explorations Segment overlap Channel/ Demographic Segments Breakdown by event Segment overlap
- 32. Segment overlap
- 33. Path exploration
- 35. Create audiences
- 36. o Great for Google Ads & value-based bidding. o Create audiences in GA4. o Use in campaigns structured by objective. o Sequence events (or don’t). o Create a goal from your sequence & optimise towards it. Then what?
- 37. Objective: consideration Watch 50% of a video 120 seconds time on page Read 2 articles
- 38. Objective: ecommerce purchase Viewed 5+ product pages Watched 75% of an unboxing video Newsletter sign- up for 10% discount
- 39. Objective: lead generation Scroll depth 75% on an article Newsletter sign- up Click to a form submit
- 41. Collaboration opportunities with SEO, CRO & more
- 42. Measure • Choose which micro conversions to track. • Create events in GA4. • Use recommended events where you can!
- 43. Analyse • Scrutinise the data using your chosen exploration. • Understand the trends & patterns. • Collate your audience strategy.
- 44. Create • Build the audiences in GA4. • Segment campaigns by objective & apply your audiences. • Continue to test & learn.
- 45. = qualified leads, sales, revenue, profitability
- 46. Thank you Gemma Russell Head of Paid Media gemma.russell@fountainpartnership.co.uk linkedin.com/in/gemma-russell-a1700422/ Norwich 2 Surrey Street NR1 3NX Calgary 1500 5 St SW #300 Calgary AB T2R 1K3