What are micro conversions in Google Ads? Explanation of setting methods, advantages and disadvantages, and points for setting

Many of you may have heard of the term “ micro conversion ”, but you probably don’t know how to set it up.

In this article, we will explain in detail with images the advantages and disadvantages of setting up micro conversions and how to set them up in Google Ads . If you are a marketer who operates Google Ads , please refer to it.

Table of contents

1. What is micro conversion2
. Advantages of setting micro conversion in Google Ads3
. Disadvantages of setting up micro conversion in Google Ads4 .

What is a micro conversion

A micro conversion is an intermediate indicator set by a user who visits a website , etc., before reaching the final conversion .

Examples of micro conversion points

Points can be set for various goals such as downloading apps, requesting materials and requesting quotations on B2B sites , etc.

For example, if the final conversion on an EC site is “purchasing a product”, the following points can be considered as micro conversions.

  • Access to product detail page
  • click order button
  • Displaying a confirmation page after completing the order form

Benefits of setting up micro conversions in Google Ads

By setting up micro conversions with Google Ads features, you can get the following benefits:

Determine the performance of campaigns with low CVs

If you only measure final conversions, it can take a long time to collect enough conversions. In particular, conversions such as requests for service materials and purchases of high-priced products in niche genres are difficult to increase the number of CVs, making it difficult to judge the results of advertising campaigns .

On the other hand, if you set up micro conversions, you can judge the results of the advertisement by taking into account not only the final number of CVs, but also the actions before conversion.

More learning data for automatic bidding

Google Ads can automatically optimize ad bids through machine learning . Conversion data is used for automatic bidding.

By setting micro conversions in Google Ads , you can increase the learning data for automatic bidding and improve accuracy .

Help create custom audiences

Custom Audience is a function to set advertisement targeting based on user attributes and interests . For example, you can make settings such as displaying ads to users who are similar to users who have converted in the past .

Micro conversion data can also be used to create Custom Audiences . By creating a custom audience , you can target users who are highly similar to your micro-converters.

Explain how to view the Google Ads management screen. Basic menu and points for discovering issues

Disadvantages of setting up micro conversions in Google Ads

When setting up micro conversions in Google Ads , you should be aware of the following disadvantages:

Conversions and micro conversions are added up on the dashboard

In the default state of Google Ads , the total number of conversions and micro conversions is displayed on the management screen.

For example, if there is 1 conversion for purchasing a product and 3 micro-conversions such as clicking an order button, the number of conversions displayed on the management screen is 4.

If you do not understand this specification, there is a risk of misunderstanding that “4 product purchase conversions occurred” when viewing the management screen.

If you want to see the number of conversions and micro conversions separately, click the ” Breakdown ” icon in the top right corner of the report .

By selecting ” Conversion ” → ” Conversion Action “, you can check each number separately on the management screen.

It is necessary to examine the actual number of CVs and changes in CPA

Micro-conversion-based measures and automated optimizations don’t always lead to the final result .

For example, even if the number of users who reach the micro-conversion of “accessing the product detail page ” increases, the final number of purchases may not increase.

After introducing micro conversion, it is important to examine whether the final number of CVs and CPA have been improved, and to proceed with the measures.

Too many settings take time to manage

If you increase the number of micro-conversion points too much, it will take more time than necessary to manage your ads . Set up minimal micro-conversions to avoid complexities like creating tags and aggregating reports.

How to set up micro conversions in Google Ads

To set up micro conversions in Google Ads , you need to create a tag on the Google Ads management screen and then set it on the Google Tag Manager management screen. Here are the specific steps:

[STEP1] Create a conversion tag on the Google Ads management screen

Let’s access the Google Ads dashboard and create a tag to measure micro conversions .

1. Access the conversion settings screen

Click ” Tools and Settings ” in the upper right corner of the screen , then click ” Measurement ” > ” Conversions “.

2. Add conversion actions

Click the + New Conversion Action button.

Click the appropriate action from the displayed conversion actions. This time, select “ Website ” as the conversion type .

3. Set conversion action details

Enter the domain of the website for conversion measurement and click ” Scan “.

Click + Add a conversion action manually at the bottom of the page .

4. Record conversion IDs and labels

Click Use Google Tag Manager , make a note of your Conversion ID and Conversion Label , then click Done .

This completes the settings on the Google Ads management screen.

[STEP2] Set up with Google Tag Manager

Next, access the management screen of Google Tag Manager and set triggers and tags .

If you are not using Google Tag Manager , please create an account and place the specified tag in the source code of your company’s website .

1. Add a trigger on the Google Tag Manager management screen

Click ” Triggers ” on the left menu of the screen, then click ” New ” in the upper right.

2. Set trigger details

Click Page View on the Select Trigger Type screen .

Select ” Some Pageviews ” and enter the URL of the page you want to set as a micro conversion point .

3. Add tags

Click ” Tags ” on the left menu of the screen, and click ” New ” on the upper right.

Click Tag Settings .

Click on Google Ads Conversion Tracking .

4. Set tag details

In addition to the conversion ID and conversion label noted in [STEP1] , enter the necessary information.

Click Triggers at the bottom of the screen .

Select the trigger for microconversion measurement set in the previous step.

Click ” Save ” at the top right of the screen.

Google Tag Manager setup is now complete.

How to check micro conversions in Google Ads

In order to check micro-conversions generated via Google Ads after setting tags etc., it is necessary to check whether the settings are correct in both Google Tag Manager and Google Ads . The specific method is as follows.

1. Access previews from Google Tag Manager

Click ” Preview ” at the top right of the Google Tag Manager screen.

When the “Tag Assistant” screen appears, enter the URL of the website that you want to track micro conversions for. You can check the settings by following the instructions on the screen.

2. Check micro conversions from Google Ads

Access the Google Ads management screen and click “ Categories ” → “ Conversions ” → “ Conversion actions ” at the top right of the report.

Data for campaigns with micro conversions is divided into two lines, and the number of conversions for micro conversions is displayed in the bottom line .

Even if you have set multiple micro conversions, you can check the number of CVs for each with the same procedure.

Tips for setting up micro conversions in Google Ads

When setting micro conversions in Google Ads , it is important to decide how to decide each item. Here are some points to consider when setting up micro conversions.

Set micro conversions in relation to the CV you want to target

For micro conversions, it’s important to choose actions that are highly relevant to the conversions you want to ultimately aim for .

For example, if downloading a whitepaper is the final conversion, visiting the download page is a good micro-conversion. On the other hand, things like visits to product detail pages are less relevant and not valid micro-conversions.

Consider micro conversions based on site behavior analysis

User behavior data obtained by access analysis tools , etc., can be used as a reference when considering micro conversion points.

For example, if many of the users who make the final purchase on an e-commerce site access the “Shipping Information” page , access to that page may be effective as a micro-conversion point.

Let’s analyze the behavior common to many users who have converted like this and think about micro conversions.

Back-calculate user behavior to determine micro conversions

If you have just launched a website and do not have reference data, count backwards from user behavior to determine micro conversions.

For example, if ” applying for an online seminar ” is the final conversion, users who apply may be interested in seminar content, schedules, lecturer profiles, past event reports, etc.

Decide micro-conversions by back-calculating the pages that users who are likely to convert are likely to visit and the links they are likely to click .

Explain how to view the Google Ads management screen. Basic menu and points for discovering issues

Effectively manage Google Ads with micro conversions

Micro conversions can be measured by combining Google Ads standard features with Google Tag Manager .

By setting micro-conversion, you can quantify and capture user behavior before conversion , so you can operate Google Ads more effectively .

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