You know the saying, don’t ask a mortgage broker if you should buy a house, cause you will only get the one answer. Right!
Facebook Analytics can be like the mortgage broker when it comes to telling you who caused the conversion, Google Ads agencies were also saying they were getting great conversions from Ads but as I learned more about Analytics on both platforms causing a page view is not a quality engagement especially since 60% of most visitors to any website spend 10 seconds or less on the site.
Friction 1. So I figured out that viewing a Page (impression) is a vanity conversion and we were paying for that as that is what was set for Conversion tracking!
This was noticeable as we grew into more markets, the budget for the Ads started to creep up to over $10k a month, we needed to make sure that the budget we had was working as hard as it could and there were many gaps in what we should be setting up as a Micro and Macro goal to get better insights from our Facebook and Google Ads budget.
But I was missing a key part of the engagement journey which was the conversation the clients were having with themselves. When I went to train with the best Google Ads guy in Australia, his first tip was ‘Irene, know your numbers otherwise the rest of what you are doing here won’t be as effective’.
Friction 2. I needed to know how to make the conversions in Facebook and Google Ads tell me way more than whether they visited a page or made a purchase or form submission.
Pageviews and conversion analytics is all good until you are getting serious when it comes to segmentation and smarter data with your Analytics, you need to know what is an ‘almost converted’ behaviour. Google calls this, the messy middle.