Manual for Analyzing Advertising Campaigns in Which Conversions Are Configured Wrong

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 how to analyze advertising campaigns in such situations.
We’ll use Google Analytics for the analysis.
This 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.

3. Add Segment.

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 no macro conversions, we should create segment micro conversions. Micro conversions are actions that 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 etc.
So, enter URL page or title of the desired page and analyze the traffic.

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

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

For convenience, you can use the “Comparison” chart.