If you are still importing goals from Google Analytics into your Google Ads accounts then you need to stop, right now, just stop it, no ifs, no buts, no GA imported coconuts!
A strong opening statement, right? But bear with me and I will explain. Way back when I first sunk my teeth into Google Ads in 2014, I remember deliberating over whether I should import goals from GA or set up a Google Ads conversion tag.
The consensus seemed to be “it doesn’t matter, just import them, it’s easier” unhappy with that view I decided to do both and see for myself which option delivered the best results, and low and behold, GA imported goals just did not cut the mustard.
Go to Tools & Settings > Conversions, if you see Website (Google Analytics (UA)) in the conversion source column, you are looking at a goal imported from Universal Analytics!
Model Me This
Before we get carried away (and believe me, we will), it is important to first understand what an attribution model is. It is, in a nutshell, a single rule or combination of rules which govern how credit for conversions is assigned to marketing channels in conversion journeys.
One of the more commonly known models is last interaction, a quite simple one with a single rule which states that 100% credit is given to the channel which was last clicked before a conversion occurred.
There are many attribution models to choose from and explore in GA, but by default (and except for multi-channel funnel reports) all the standard reports...
Read Full Story: https://www.coastdigital.co.uk/2022/02/02/why-you-should-stop-using-ga-imported-goals-to-optimise-your-google-ads-campaigns/
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