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Manual For Analyzing Of Advertising Campaigns In Which Conversions Are Configured Wrong

Artem Akulov

When auditing third-party campaigns, sometimes it happens that conversions aren’t configured correctly or aren’t configured at all. In this article we’ll explain hot to analyze advertising campaigns in such situation.
We’ll use Google Analytics for the analysis. It analytic tool is suitable for any source of traffic.

 

1. Go to Google Analytics. Choose the right property and view.

2. Go to Acquisition — All Traffic — Source and create Segment

Custom Segment Google Analytics

Custom Segment Google Analytics

3. Add Segment

Add New Segment To Google Analytics

Add New Segment To Google Analytics

4. Choose Advanced — Conditions. It is possible to filter by users, who visited the “thank you” page (by url address or title page). If there are not macro conversions, we should create segment micro conversions. Micro conversions —are actions, which lead to macro conversions, but they aren’t macro conversions. For Example, viewing the page “contacts”, viewing more than 3 pages, average session duration, products in shopping basket and etc.
So, enter url page or title of the desired page and analyze the traffic

Set Up Segment Google Analytics

Set Up Segment Google Analytics

Thus, we see data only for visitors who have made the necessary conversions.. In the screenshot below we see visitors which make conversions. It is possible to see the source of traffic, conversion keywords and etc.

Google Analytics Segment Result

Google Analytics Segment Result

Also it is possible to make sorting on «Average sessions duration» and analyze advertising channel, which have abnormal deviations from the average index.

Avg Session Duration Google Analytics

Avg Session Duration Google Analytics

For convenience you can use the “Comparison” chart.

Compare Sources Google Analytics

Compare Sources Google Analytics