Google uses a cookie (30 day expiry) to track user conversions, however most users have deleted the cookies long before 30 days are up, or the sale occurs after 30 days, and the cookie expires and the conversion is not recorded.
When doing ROI, we always inflate the conversion figures by about 40%, to determine if a keyword is performing for us.
Im amazed that google does not give a warning about the conversion tracking being low ball. If i actually used their figures, I would be deleting keywords that were really performing for us.
With the growth of the anti-adware/spyware programs out their, I can see the long term survival of cookies, only getting worst.
I guess every business is differnet, but im wondering if the 40% is a good estimate for the entire PPC industry for retail sales of physical goods.
Transactions gives a better picture in some cases.
;)
As long as I know what the fudge factor is, i can do ROI.
Google needs two options.
1) you get to set the cookie expiry date
2) a user defined fudge factor you can multiple your conversions by to get the reports to come out closer to the truth.
I would like the ability to create cookies, that can't be deleted by the users, but you can image the evil that could
be done by that (which means it will be implemented in IE 7 :)
Google needs two options.1) you get to set the cookie expiry date
2) a user defined fudge factor you can multiple your conversions by to get the reports to come out closer to the truth.
I'll pass your feedback along to the right teams later in the week lgn1. I know for a fact that item #1 is on the wish list already, but #2 is a new one to me. Very interesting. ;)
AWA
