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okay i'll just have a couple of minutes at the front end just to let everybody join so so okay guys we'll get going in about another 30 seconds right so quick introductions i'm richard milestone i'm um one of the company directors of global search marketing i'm going to be making way shortly for our presenter today uh who's dan swan and dan's actually uh one of our pc account managers i think dan you you look after typically what about 10 uh 10 to 20 clients uh on a on a sort of sort of a monthly basis sort of uh that sort of ilk so your your experience um you're constantly uh seeing all sorts of different clients different strategies so um dan's a highly experienced ppc manager so um today's webinar is titled ppc conversion tracking for lead generation and um i'm going to pass over to you dan in a moment just to let everybody know that um we are obviously all in home working as you can probably tell by our backgrounds the internet is always up and down if we have any problems we apologies for that we will do our best to resolve it you'll be able to uh watch this webinar on on youtube um and if you uh struggle with any of that just come through to our website and i think it's up in the resource section i think there's a section on the webinar you should be able to go and get access to it there as well and obviously if you want to talk to us at any point please give us a shout and there'll be contact details on the back end of this uh slide deck and uh obviously our website as well so um always give us a shout if you've got any questions we're always happy to talk to you so dan if it's okay i'm going to pass across to you now um i may or may not just sit here and enjoy the presentation i might jump in and ask a few questions um so over to you if i may no problem thanks that rich so yeah as rich was saying i'm uh one of the one of the account managers at global search marketing um covering the ppc side of the team so yeah as as mentioned it's um it's a case of looking after anywhere between 10 to 20 clients um you know day-to-day account management optimization basically getting stuck into all of our ppc channels and trying to get the the best performance for our clients so i think um as as topics go uh you know for me personally obviously across the the global search marketing conversions and conversion tracking is something that is sometimes overlooked by a lot of clients in terms of how and how actually important you know it is to one have implemented within an account and and two to make sure it's accurate and right to make sure that any results that we we're striving for uh are you know based on some some accurate data and natural actions so just in terms of um you know falling down to the basics of anyone who's who's unsure um what is conversion tracking uh you know in the context of of pvc and lead generation so um in terms of the definition google's probably a good a good standard to go by so a specific customer action that you've defined as valuable to your business so um just with regards to that context yeah any anybody who wants to start pc advertising they obviously can start showing ads through various channels the examples that we're going to be giving within this webinar are mostly uh mostly google ads um but they want some kind of end result for that they want to want to see that their their money's being spent in in the correct way and you're getting the you know the right kind of results for that so a conversion action is something that a client or a pc performance expert would define as valuable and you know this can be anything on your website your app that you want users that come through your ads to to perform once they once they've reached that that location so um this can be anything and we'll go into some examples in a minute but this can be anything that you as a client would deem uh valuable so in terms of you know what's the point having these conversions as i mentioned it's uh it really is what you would deem as a success so uh if you're if you're running your pvc ads and then and then you want someone to go through to your website to perform you know email link clicks uh phone calling clicks um contact form submissions if this is what you deem a success then that can be set up as as a conversion you know from from the other side it may be a case of your objectives maybe something like driving uh awareness your brand um you know in which case again you can set up convergence for that um but it just really depends on on what you what you deem a success now that's kind of conversions themselves um conversion tracking is kind of the process of actually setting up the conversions and so that they they speak to the ppc platforms and and you know accurately track what when these conversion actions are are performed and how that feeds into all the data within your pc platforms so just in terms of an account an example um here's some screenshots from uh one of my google ads accounts so you can see on the left that there's there's a list of conversions or conversion actions set up so completed conversions callback conversions call from that's call from websites live chat so in the example of lead generation these are all actions that the client question has deemed as you know a lead um being generated and these are kind of actions that we want to drive and optimize towards when looking after a google ads account so just as another example the image on the right is uh just a screenshot from the google ads interface dashboard and obviously those conversions have been pulled into the different um rows which are different campaigns and they will that basically determines which campaigns have driven a volume of conversions and so you can see essentially which which ones are driving more and which ones are driving less right don't just uh just jump in and ask a question then so just looking there you've got the um we've got about 123 conversions there on that particular campaign so um this is where um you can drill down and actually start to look at all those different types of conversions you mentioned earlier presumably we can obviously pull these out and break them down and look into sort of a granular level uh yeah yeah you can do that so within the image on the right um where you can see the conversions column that's that's highlighted by the box there's the uh the row of icons above that you can see the search the search icon on the left actually the icon next to that which is segment um within your google ads account you can actually click on that and segment by conversion actions so the conversion actions that are on the image on the left and that will actually expand each row out so each column out and break down those conversion numbers but actually that was so you can get more of a more of a in-depth kind of granular look at which conversions were driven within that conversion and this is all business business intelligence isn't it hair coming through i mean it's not obviously you can look at this even from a ppc point of view but obviously you can take a big step back and you know actually looking at how your audience is engaging with you as well there's all sorts of information from a business intelligence point of view that comes out of all of this so that's excellent yeah absolutely yeah it's you know you can see that some some excuses maybe there may be a preference to a certain conversion action through one campaign one keyword one ad group what kind of level you want to see um and that kind of gives you an insight into the user behavior and their kind of preference um when it comes to conversion actions i think a good example of that just oh sorry just jump in and just say good a good example i think of that is uh actually our website i'm i'm one of those types of people that likes to pick up a telephone and uh and ring and speak to somebody um and i've always assumed that um that's the norm people pick up the phone and ring and actually what we've seen over the years is um a lot of people actually avoid picking up the phone and their preference is to do anything other than speak they want to just drop a contact form or an email or a chat um now um this is the type of information that can be quite surprising when you actually start to look at actually how people interact and how you know and sometimes it's also how you set up the front end depending on how you've set the front end up is how people will engage so it's quite it is an interesting ah in terms of that data collection that intelligence it it's a very interesting area yeah yeah definitely so you know obviously it's a good example for using our own website so in terms of examples what you may set up or determine as your own your own kind of conversion actions as you write you said it depends on the layout the website you know what kind of call-to-actions you want in the navigation bars you know there's certain levels of your um your kind of you know the layout of your whole your whole site or your or your app so within the example of our own global search marketing website obviously we've got the um the phone number at the top so that can be set up as a conversion action you can go through and set what's called a calls from website or phone number link click and essentially what that will do is any user that comes through um an ad on google ads for example and interacts with that that clickable link can be then fed back to to google ads to say okay someone who came through the ads has picked on one of the um the phone numbers it goes into obviously more depth than that you can have call reporting which shows all you different durations of the calls area codes everything like that too so again give that that kind of insight into your audience and your users where they're coming from what kind of engagement they have for for phone calls um the bottom right as you can see is the live chat so for lead generation companies now this is obviously a really really popular um tool that people are using just to capture audiences in just a more you know snappy quick-fire way as opposed to you know emailing or as you said earlier which if people aren't inclined to really pick up the phone anymore then then this is a tool that could come through so you can set up any kind of interaction that with the live chat software um as a conversion action so a user initiating the chat um you know obviously you guys have would have seen from a lot of websites that had that automated messaging pop-up after a certain amount of time on the on the website so any kind of engagement responses to that that can be a separate one if if that's something you want to do so those just a couple of couple of examples from from our home page and then on our contact page you've got the um the email uh you know for our for our web search marketing team any kind of interaction with that email can be set up so again just another form of of a potential lead that's coming through and obviously we want to capture as much data as we can with our own um ppc account so we get those conversion actions to fight back um and then there's the contact form again obviously for for lead generation and lead generation clients this is this is obviously one of the most popular kind of methods for capturing data and getting leads through your to the appropriate team so um again once that's filled out that's submitted a lot of people would send that through to a thank you page um nowadays as you will see a lot of just modals pop up saying thank you so you know we're on the you know within the pvc team we're able to track yeah kind of engaging on that front submission and and successful submissions i think we do that i see with us down i think we have a the majority of us actually have a thank you page um some of our some of our contact forms do just have a pop-up um i think we normally use the con the actual um separate page because we've got additional information we want to sort of i think we've got contact details on for our sales director uh and various other bits of information but as you say you can do either or can't you now so um which is excellent yeah yeah okay so obviously that's kind of a breakdown simplified breakdown of what conversion actions are um you know you'd be surprised at the amount of clients and pvc advertisers that actually do have google ads accounts and then don't have conversion tracking set up so if you if you imagine that kind of ties back to an approach of more traditional media and traditional advertising where there's nothing for you to really track it's just a case of of you know apart from you know things like econometric models where where you can try and figure out how many how many conversions or sales or leads or whatever it is those those came to within this it's so accessible just to create those conversion actions so you can see almost in real time what the uh what the performances of your campaigns so with those being just what conversions are um i guess it's you know we need to kind of dive into how important that data is especially for a ppc advertiser so conversion actions once they're kind of set up and the tracking's working correctly you've tested it and and your conversion actions are firing you know in the right way in the right manner um this will allow for kind of several next steps within your your pvc management so first off unlock conversion reporting metrics so what this essentially means it kind of ties back to the screenshot that i'll show you the start of the of the account where you've got your conversions column now obviously when you set up successful uh conversion tracking then those conversion columns will start to populate with with um numbers of the amount of conversion actions that have been fired um what that also does then is ties into several other metrics that google ads have um you know these include like uh cost over conversions so that is your your average cost per per conversion so you know that if for a lead generation business how much you're paying for each conversion and then obviously that allows you to to um see your own internal costs first and your advertising costs and and how much uh how much each lead is going to cost you um conversion rate so obviously the amount of demand through to the website and the proportion of those people who actually go on to perform one of those conversion actions um you know your conversion rate is a good indication of potentially you need to make some amendments to your landing pages to your website as you said early rich to your where your call to actions are you know are they in quite a prominent place on the website where it will drive users to to perform those actions um and yeah again if it also is a question of relevancy if you're sending a lot of a lot of clicks through to a client's website um and there's a really low conversion rate but you're under the impression that the landing page and the website is optimized to its potential then it's a question of okay so the the search terms the keywords we're targeting are they in are they as relevant to the products as they potentially could be so it allows for a lot more analysis um so and that kind of feeds into budgeting and forecasting them because as for a lead generation client if you've got a a campaign with a really low cpa um uh you know cost per acquisition cost per lead and you've got another campaign that's got a you know quite a high cost position and you've got a certain cpa that you want to hit then you your options are to you know relocate budget into the the campaign that is performing well try and drive more conversions and more leads at that lower cost per acquisition and potentially pulling back on campaigns that that might have a higher one you know a lower conversion rate less relevancy as we as we kind of mentioned earlier so it really ties into how essential conversion data is because all of these decisions you make for optimizing a google ads account will be based on the kind of end performance you know how many leads do we get for for you know this campaign this budget and it will help you make decisions down the line um the kind of third point to touch on um conversion based smart bidding strategies so that's that's the next level of you know your budgeting forecasting and your conversion metrics so what that means is google ads are taking more of a direction towards automation machine learning um and trying to give clients and ppc advertisers the maximum kind of return whether that's lead generation or for e-commerce kind of return for their their advertising spend and you know they feel the best way to do this is to use like the google's you know data that they have um you know the kind of signals that different users have to suggest that they are the most most likely to go through to your website or clients website and actually uh perform the conversion actions so just in terms of what these uh these smart building strategies are um maximize conversions so once your conversions are your conversion actions are in place they're firing correctly the data starts to be pulled into your uh your google ads account then one of your options is maximize conversions where it will try and get you the most conversions for your particular budget and it will spend that budget in order to in order to do so so as you can see from the from the column it will use uh historical account conversion data so any conversions you've had that have come through um will will be used by google alongside all these like multiple different signals and their algorithm to figure out which people to bid higher on because it would start doing the bids at an auction level so rather than just you applying certain bids to a keyword and that's that's the bid that we applied um throughout you know every auction until until you say otherwise um it will actually amends amend the beers to what it thinks is is the best kind of bid for done can i just um just just say um is this one of the these points where um data's fantastic to have but it's only it's only as good as the information that it's got to sort of um to apply so this is where our communications with clients uh is so it's so important to hear all those metrics that aren't coming through the system that we can sort of apply ourselves as well so it was just a case of listening there and so saying well this is yes it's all great but um you know there's all sorts of other metrics that um that go into into the equation but we obviously with our relationships with the clients we're talking we can also then apply ourselves um into the mix which is again that bit of that human element that can go in as well yeah yeah definitely the case of you know if a client isn't too familiar with with pc advertising google ads interface everything like that it may be the uh the kind of impression you have is that you just get the clicks to the website as many clicks as possible for the budget let's just drive traffic and it's really gone you know much further beyond that now and in order for us to communicate that obviously we work closely with google to to understand how how their bidding strategies work and and what data they need from the client side in order to maximize these kind of bidding strategies so it's um yeah it's really taken kind of the next step from there and obviously our job as account managers is to to try and relay that message make it make it digestible for for clients and help them understand how these building strategies are trying to drive you know the the most conversions the cheapest conversions um and essentially trying to maximize their their return on on their ad spend so maximize conversions is kind of like the the overarching um i guess step to driving as many conversions as possible um it will do that it will spend essentially what kind of campaign budget you you set and as i said earlier we'll amend the bids to try and drive those conversions target cpa the next one target target cost per action or acquisition is um is a bidding strategy that you probably implement after maximized conversions and you haven't like substantial data from the maximized conversion bidding strategy because what this allows you to do is all of the things within the column of maximize conversions but essentially set a target of how much you want to spend for a conversion so without all the data the conversion data within the account um that maximized conversions can help you achieve then target cpa will struggle to know what bids to make what kind of people to target in order to get you that that right cost per per action so again in the example that gave earlier if a client and lead generation client has a with their own internal data and their internal costs a certain cost per action cost per conversion that they want to set then obviously with enough um conversion data we can actually set that target and google will use all the algorithms and the um and the signals to attempt to uh achieve as many conversions as possible at or below that target so that's kind of again the next the next step up and obviously without you know converging actions that have been implemented and again you know reiterate conversion tracking that is accurate and working properly then you can uh you can utilize the these bidding strategies this is um a webinar about lead generation but there's you know there's a lot of revenue-based options as well maximize conversion value so that goes into putting your revenue your sales amount into the conversion conversion action information and then similar to target cpa you can you can try and allow for hitting a certain return based on that on that revenue value so it's not just a case of these these marketing strategies are for um lead generation clients they're also for uh lc e-commerce businesses as well so done would it be obviously this is a a good example if you were to take a a budget just pick a figure of ten thousand pounds uh depending on how you allocate that budget and the strategies that you're applying and how the return can be sold significantly different depending on the strategy that your account managers are you know applying and working with the client to apply it's that important really isn't it yeah definitely it's um you know it's as we mentioned earlier it's how that's communicated to the clients and and again getting information as much information as we can from their side to say you know we here's our here's our target cpa here's how much you want to we want to spend per conversion for the reason we have this cost we have this cost um and we you know we potentially made this much on on a successful lead so it's uh yeah it really is a case of an ad spends budget can go yeah it can go a long way with these with these smart business strategies but without conversion tracking they they can't happen and start shooting in the uh and i think i think dan it's fair to say we've had clients over the years that have just come along to us with a budget and just i've just been a little bit um blinded to this and haven't realized and just said just gave me as many conversions as you possibly can without really understanding how that impacts on that which which some product groups have got higher margins and all of these factors that all come into getting that efficiency in the games and over a period of time they develop that understanding and and you can go right the way down as you say to the revenue based options you can really start to get the max out of your budget and as possible and that's how the the relationship kind of grows as well doesn't it because you you go back and forth with with clients and help them help them understand and then they help you understand you know their own internal targets so that's how that relationship kind of grows and as the same accounts grow and obviously return for for clients grows so okay so obviously that's the principles of conversion actions and and why they are essential within within a um a pvc account within google ads or or any kind of platform um as i mentioned earlier you can really you can really set up anything you like on your website or app as a conversion action it just has to be something valuable to yourself and within the context of lead generation obviously those leads you want customers to be reaching out to everybody and once that tracking's in place then you can use all the different metrics all the bidding strategies to to try and center as many as many conversions of those leads as possible and then go forward and increase the relevancy and try and get more qualified leads um as as the months go on but that's the the kind of principal side now in terms of actually setting up conversion tracking that's something that you know the majority of our clients trust us to handle at gsm because there's a few kind of options on how to do it it does get a little bit complicated and it's something that you know in-house you you may not want to be spending the time on learning how to do or how to how to do properly so you go through into account so from my first screenshot um at the start of the webinar where uh you can see the list of conversion actions within a google ads account what you'll be doing is you're going through you're clicking on the blue plus icon and you're essentially creating a new conversion action and that can be your website that can be a phone call action that can be on your app and that can be an import so in the example of this one um if you're going through and selecting a website conversion actions so again for the gsm website if we were trying to track that um that phone call uh link then would go through we could create a a new conversion action select the category so this is something that basically helps uh google ads segments all the different kind of conversion actions you've got things like um submission uh contacts sign up um you know there's there's a whole list of different ones um that was just how google categorized internally uh what that action is you allocate a conversion name so this may not seem too important for now but what that can help with down the line is reporting so if you're using any kind of external reporting software um something like google data studio then you can pull in certain data by the conversion name so again that's the the screenshot from before uh live chat phone call phone number link click email link click um calls from websites naming all these um in a certain way and having a good intervention will help down the line keep things you know much more with reporting and a lot cleaner conversion values so i know this is um you know a webinar about lead generation so at this stage your conversion value would well would be zero you have no value but when you're going forward for a um e-commerce business you may be in in dynamic variables for for conversion value from a thank you page um something you can potentially do with the lead generation clients is sign assign a arbitrary value to a lead so with their own internal kind of numbers accounting reporting they may say okay well each contact form for us is at the value of 20 pounds and then you can assign that value to the conversion that will start pulling in revenue value even though it's a sign up um a kind of combination between the two um but for the most part clients just want to generate leads and they just want to to convert those leads internally without signing that out true value but it depends on obviously how you work internally and then the final stage to setting up a conversion uh is selecting the attribution model which is something we'll go into a little bit later on um in more detail but it's basically how google will credit uh campaigns ad groups keywords depending on on where they sit where that click sits within the user journey to performing conversion action so we'll touch on that a little bit later on so once you've uh created this action you've got a few options for implementation then so the tag yourself so if you're uh the webmaster of your your company um you can go through follow the instructions and actually implement the conversion code into its appropriate place in the website obviously that is totally dependent on the platform you're on whether that's you know for lead generation wordpress wix whether that might be for e-commerce shopify magento um you know if you've got the capabilities uh in-house then obviously you can implement this yourself um email the tag to developer so it's that's a case of again internally if you've got a developer that you you work close with and in-house on another agency um then you can obviously send that through through to them and that'll have all the instructions in some of in terms of implementation and making sure that tag is firing accurately um what we tend to do within our agency is use google tag manager so if a client has one has an account already then obviously we'll gain access to that and then add the tag through google tag manager um if they don't have one we can obviously set them up a google tag manager account and implement the codes through that so in the in the example of tag manager it'd be a case of creating a conversion action taking the code that google supplies which which is assigned to that conversion action creating a tag hence google tag manager creating a tag um in tag manager which is assigned to that conversion that has that has the um id and then you would create a trigger in order to fire that tag so in the example of the phone number link click on the gsm website the tag would be phone number link click and the trigger would be anytime that a user goes through and actually clicks on the um the tell link which is the the navigation bar so anytime someone clicks on that we know there's been an interaction and based on that trigger when that happens and somebody's come through an ad that will fire send the message back to google ads and then obviously that's when you start pulling in your figures into your conversion column and then obviously all cascades from there then into your different metrics and your different strategies so not try not to get too technical in terms of uh in terms of the implementation but that's essentially how you go through and your options for yeah done done would it be um i mean it obviously as you mentioned it depends how your organization is set up if you've got in-house teams or you're outsourcing it but one of the things we've found i think with tag manager is um for companies that use a third-party web developer um or use multiple different third-party web developers um it's much easier to allow your agency to manage the tags and it gives it's much faster so if you're managing the account today and you've spotted something an opportunity you've had a conversation with a client you can pretty much get it done and in across the weekend and you're already gathering that data and it's fast um i know myself many many years ago you could be waiting on an awful long time to get the most simple um tasks done from your web developers um mainly because it can be quite a low priority task to the developer um so having tag manager i think gives your agency if you're using an agency or if you're doing it yourself it and you know how you how to set it up and obviously as you say i mean we'll contact us if you've got any queries on that um it uh it is a much easier system um and i also know that um i know it can be debatable depends how it's all set up but it can be a little bit faster in terms of web no speed on your website and stuff obviously it's a little bit more user-friendly from that side as well um and you haven't got tags here there and everywhere and the final one is the classic where you come along to a website you find out there's all these blooming tanks that have been from yesteryear um and all of these tags are loading up and everything's going on and had they've all been in tag manager it'd be nice and clean you'd have seen it all and you can manage it so i think there's a whole host of other benefits to using tag manager um as well yeah no definitely definitely it's um you know you can obviously go through on tag manager from you know from our side of his account manager side and actually test the conversions uh you know then in there in debug mode to find that are those conversions firing correctly and you as you rightly said it's just you cut out all the comments between a developer or sometimes going through client through to developer and and back so yeah and and again it's uh i'm sure uh i'm sure dan we've even had examples where developers have put codes in the most peculiar places in loading order and we found that um for whatever reason the conversion tracking actually hasn't triggered um due to the way that the developers have set it up so there's again it's i think it is always better to try and get tag manager installed and and functioning yeah definitely and you know it's not it's not just it's not just for google ads either you know we we implement um facebook tracking pixels uh event tracking pixels uh and google analytics go through um through tag manager uh microsoft ads you know bing ads can can be set up for their conversion tracking within tag manager any kind of third-party um integration can go through go through tag manager so that's something we can handle as well and it's not separate jobs per uh channel we can just kind of centralize that and put it through the tag manager and and as you said which is indicates that that also helps with with regards to um website speed because it's all going through a separate container and the only the only tag the only code you actually have to implement on the website and time is the is the tag manager one so that's uh that's definitely a benefit to clients especially with regards to how important conversion tracking is and as you say pulling in that data as soon as you can to try and make right decisions whilst um we're putting out spend through pvc platforms um okay so conversation settings this is kind of like the last thing of an hour so um when setting up um your conversion actions is kind of like the step by step that was i was talking about earlier there are additional settings um obviously attribution models being one of them um that you can you can you know kind of play with and tweak to get the most transparent and the most accurate data out of your conversion actions and how that data is pulled into into google ads so um one of these is count account option so you have a choice to either pull through every or one in terms of the count so what this means is for something like lead generation if you were to choose one rather than every it means that a user could come through um one of your your google ads whether that be search display video wherever and they could go through they could uh chat in your live chat um and integrate in person um and then they could uh you know go through and potentially download a a file uh about one of your products or you know if you had that set up as a conversion as well and then they could go through and interact with another element that you've you've said is conversion action now as much as those are three separate conversion actions it's one user coming through to actually to actually perform all three of those now in in the context of that being a lead you would say arguably that is still just one lead that's one user performing all these different things it's one person you're going to try and contact with your sales team or whoever so we could choose one within that settings now for e-commerce uh you would choose every just because if somebody went through and purchased something from your site and obviously the revenue value was assigned and pulled into into google ads and then they came back and purchased something else you don't want to set one as the as the count because obviously you still want to pull in that separate revenue value even if someone split up their their shopping experience into two separate two separate stages so and obviously you can see from the other side if you set if you select every four leads then your conversion volume is going to be inflated in terms of the actual leads so dan if you take our website for example i'm guessing an example there would be somebody's come on to our chat and um they've engaged and but nobody's responded um which is one of my pet hates um nobody's responded uh they've then gone to the email and the form and they've filled in a form and they're still no response and they hit the telephone number and they've done so that's effectively three conversions and what you're saying there is you what you don't want is that flagging in the system has three leads no um i mean we want to be able to see it because i'll be asking a couple of questions as to how that's happened but you can see that on your segment on your segment uh segmentation sorry as you as you described earlier so i think that's a nice little example using our website is how easy it can be to get the wrong data coming out if you get this set up incorrectly yeah yeah and it's uh you know again a case of for the settings for one conversion action if you had if you had one selected someone could go through and click a file down load for one product pick a file download for the product specs it's the same conversion action but you still want to count that as one because you don't want to have 30 file downloads while someone downloads all your spec sheets for a certain product and obviously then have 30 conversions coming through because that is you know it's it's not an accurate representation of that as a lead um even if they filled in their details to get those those downloads multiple times it's still one person so that's um that's one setting another setting is including conversions um so obviously the conversion column that you can see on the right um that's uh just the normal convergence column is the one that we highlighted earlier something you can choose to do is create a conversion action and then not have a call into the conversions column itself now you might be thinking after everything we've gone through what is you know what is the point in that well surely that's the whole point of this webinar to say you want to pull that conversion data in have as much data as possible so you can start to make decisions budgets forecasts campaign budgets like how how you want to um you know use that data now you can you can do that but in this sense that you want to um have a conversion action for engagement for example you want to see how many how many users come through and stay on the website for a certain amount of time then or scroll to a certain point or clicks onto a certain page you can set a conversion action for that but it's not necessarily a valuable action it's not something that you is going to provide a lead for you or something it would be valuable in the sense that it can it can show from the traffic you're sending how many people are sticking around for a certain amount of time visiting a certain amount of pages visiting this one particular page but it's not something you want to make decisions on with the smart building strategies with the the different conversions that are being pulled through so you can actually select no and but then pull all that information through in the all conversions column so if you exclude if you exclude a certain conversion action from from the convergence column then that will still be pulling into all conversions and you can see from the uh the screenshot there's a slight discrepancy between those two two bits of data the conversions and they all um all conversion action and uh and that basically means um separate conversion actions are not being not being pulled through so um that's that again helps you helps you kind of determine a cost for all conversions so cpa if you're taking all of those into account but then obviously you've got your conversions and your cost over conversion for just the conversion actions you actually want to pull into into google ads to make those decisions on so there's that and then the final kind of setting is attribution models now this is obviously something we touched on before and we might be going into potentially too much too much detail for for anyone who is only just learning what what conversion actions are what conversion tracking is but for anyone who's kind of like a little bit more advanced on that front um attribution models as i said earlier are how google credits um certain campaigns ad groups keyword ads um with with a conversion um and you know what to what amount of credit would really give based on which attribution model you choose so if you imagine you have one one conversion you go through you hit the live chat and speak to you rich and then that's one conversion now you could choose one of these different attribution models so that that conversion suddenly became becomes uh 0.5 so it's a it's a client that it's a question we have from clients quite often that um they say oh why you know we've had we've had 131.7 conversions but how can we have point seven of the conversion and this is down to the attribution models and how how those kind of you know which whichever one you select is is going to credit your campaigns in a different way so all of these all of these have been pulled from google ads in terms of how they're actually broken down now if you imagine last click give us all credit for the conversion the last clicked ad and corresponding keywords so if we're looking for ppc services we click on our um we click on our uh gsm gsm ad we go through we hit the live chat we speak to you rich and that's conversion so last click whatever ad we clicked on whatever keywords that will be given one conversion first click obviously just the the adverse of that um whichever if we went through and clicked on an ads and then clicked on another ad at another time it'd still be that first and you clicked on that would be given the credit you'd be given the one conversion because you could argue that is the ad that provided the the awareness of the the company the user went through found the company and and therefore that should that should um have the conversion allocated to that now you can see there's obviously after that different attribution models of how google will will credit that conversion um things like position base gives 40 credits to both first and last ad interactions so it's arguing that they are the most important um you know the the first one the first i click where you create the the awareness of the of the company of the product and then the last one is obviously the one that drove that conversion home so 44 to 20 for that if it's 20 in the middle so again like 0.2 of a conversion if it's if it's an ad click for for within that if it's on a different campaign different keywords then you get 0.2 of that conversion um time decay obviously this is where if you believe that it gets more relevant towards the time towards the conversion and obviously that's when the uh the conversion will be given most credit towards the end towards the end of that user journey uh and obviously data driven is something that you know needs to have a certain certain volume of conversion data in order for google to unlock this but this is kind of our best one and this is the one that you want to try to set your conversion actions towards because you know that's obviously using all those signals and all the algorithms everything like that google used for the smart business strategies based and then applying to which campaigns adwords that's sorry i'd add good keywords deserve the uh the different the different so that's kind of just an overarching you know brief breakdown of the different attribution models and how that would affect the conversion volume numbers that come through all right so that's probably um you know that's an overarching breakdown of conversion actions within within ppc channels particularly google ads um it's you know hopefully we've covered the basics and some some parts a little bit more in depth for for you know any of the guys that are watching and obviously it kind of shows that the from an account manager perspective how how important conversion conversion data is from our side and obviously how we can bring out that to clients and to um to any kind of other ppc users in terms of driving their driving the best performance for them okay oh well thanks don um i mean as you say i mean really all this is all this is the crux of uh making your budget work harder really isn't it um this is how you get one account manager um getting a different return to a different account manager um at a different agency uh all down to getting the max out of your budget and this is where your uh your expertise uh shines through so thank you very much if there's any questions for for dan and his contact details are all there and get it by email on his linkedin please do ask away so i really appreciate that so in terms of if you want to view this again guys you can do it's on our youtube channel it's on our website so by all means um obviously you can get access to it there whenever you need so i think at that point we'll say thank you very much and we'll we'll stop the webinar there so thanks again dan really appreciate your time all right cool thanks rich no problem