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Yes, you can track conversions in Display ads exactly as you would for Search or Shopping ads. This may include transacting, reaching a thankyou page, or triggering a tracked goal in Google Analytics.

A word of caution though!

Display rarely gets the same conversion rate as Search or Shopping ads because you’re targeting users much earlier in their buying cycle. The purpose of Display ads is to attract very niche and attractive buying audiences into the top of your sales funnel so that they can filter through your customer journey over time. If you try to measure these users against immediate transactions and signups you might be disappointed with Display advertising as your conversions will seem really low.

Instead, you should create “Conversion Action Sets” for Display that are different from Search and Shopping campaigns. You can apply your Conversion Set to all your Display campaigns so that you can compare them against each other, but include a larger range of early conversions so that you can see which targeting settings, landing pages, ad assets etc are actually effective. A quick and easy Conversion Set I recommend is just to add “Add to Cart” as a Display conversion for Ecommerce businesses, and “Spent Longer than 1 Minute on the Website” as a Display conversion for other businesses. If you can navigate the tech, it is also great to also add social sharing from your website as an early conversion. With a higher conversion rate across your display campaigns, you’ll then be able to see which Display ads and options are working and which are not.

Pro Tip – make sure you add revenue into Google Ads for conversions that actually lead to revenue such as transactions, and an average revenue for leads. This way even if you add additional conversions for Display ads, you can still compare ads and targeting by conversion value as well as earlier stage conversions.

This tip and many others are found at https://www.petramanos.com/category/tips/

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Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with a couple of new findings about our audience. We implemented elements to assist both of those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

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Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018