In today’s digital advertising landscape, accurate tracking data is crucial for achieving optimal ad performance. Gone are the days of simply tracking clicks and click-through rates. Ad platforms have evolved, allowing advertisers to measure actual conversions and implement smart bidding options. However, the effectiveness of these bid strategies depends on the accuracy of the data being fed into the system.
The concept of “garbage in, garbage out” applies to data analysis. If bad data is inputted into the system, the resulting data will be inaccurate, regardless of the advancements in technology. It’s essential to ensure that the data being fed back into ad platforms is correct.
Data inaccuracies can arise from various sources, including user-created errors and limitations in cookie tracking. Employees may inadvertently create data inaccuracies through incorrect URL tagging, missing tracking tags, or applying the wrong conversion actions in campaigns.
For example, a recent Google Ads client was using both the Google pixel and GA4 purchase event to track conversions. However, both events were being counted as a purchase conversion in Google Ads, leading to inflated conversion values and potentially higher costs for the campaign.
In addition to user-created errors, cookie tracking can also introduce data inaccuracies. Cookies have limitations in their data visibility, which can lead to discrepancies in tracking conversions from different channels. For instance, a client running Microsoft Ads tracked a purchase event through both the email marketing campaign and the Microsoft Ads pixel. However, the pixel attributed 100% of the credit for the conversion to Microsoft Ads, even though it was not the last touch channel. This attribution error can affect the accuracy of metrics like return on ad spend (ROAS).
Furthermore, as privacy laws evolve, ad platform cookies are being phased out. This phase-out necessitates a shift towards more accurate data tracking methods. Conversion APIs provide a solution by sending user information directly from the platform’s server, bypassing limitations associated with cookies.
To ensure data continuity and accuracy, organizations should take two main steps. First, they should conduct an audit of their ads to identify and rectify any tagging and tracking errors. Second, they should consider implementing the conversion API method, which may require assistance from a web developer.
Accurate tracking data is vital for optimizing ad performance and ensuring that advertisers make informed decisions based on reliable metrics. By addressing data inaccuracies and adopting more advanced tracking methods, organizations can maximize the effectiveness of their advertising campaigns and drive better results.
