Case Study: Atypical Tracking Solutions Provide Detailed, Advanced Conversion Metrics

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Custom Tracking Options that Provide Data Beyond the Out-of-the-Box Offerings of GA and Other Data Collection Suites.

Challenge:  Our client needed more data on assisted conversions

created by pay-per-click and other advertising campaigns. They

needed to know how many conversions were influenced by these

campaigns, not just based on the final visit, which is where Google

Analytics attributes the goal. The data being provided by GA for

assisted conversions appeared to be low and our client needed

accurate conversion metrics to make informed business decisions.


Business Solution:  In 2011, Google Analytics provided an update

that included mulit-channel goal funnels. For the first time, this

free suite offered the ability to see how different sources and

campaigns interacted with each other in creating a goal

conversion. For a client whose goals often had a lead time of

several months (such as for application conversions), several visits

were often vital to creating conversions. The ability to track all

of the sources/campaigns that contributed to those conversions

are invaluable for determining true return on investment.

However, for this client, the assisted conversion total for select

sources seemed low based upon total conversions and total

inbound visits for those sources. As such, Beacon developed a

custom cookie to track users who arrived via these sources at any

time in the visit process. Beacon also developed an output

function that would send data to the Google Analytics interface

whenever a user with this cookie completed a goal conversion.

This provided the ability to track this data against the assisted

conversions data already present within Google Analytics to better

verify the data collected.

Results: After installing the code for the tracking cookie, Beacon

let the data accumulate for a month. The results were surprising:

Google Analytics was underreporting assisted conversions via

pay-per-click by almost 50%. Beacon was able to use this data

to make PPC recommendations and adjust budgeting in

accordance with the “real” numbers compared to lesser budgets

that would have been used based strictly on Google Analytics data.

This is another great example of how deeper analytics can benefit

your business and allow you to make data-driven decisions.