There are two approaches for working with Adtriba conversions in Google Adwords:

  1. Displaying Adtriba conversions without using them for automated bid optimization 
  2. Displaying Adtriba conversions and using them for automated bid optimization

Both of these approaches could either work with the regular attribution values or the CLV attribution values. Here you can read more about it.

Why?

Using Adtriba conversions for bid optimization in Google Adwords leads to a more cross-channel orientated and holistic bidding strategy. Per default Adwords credits itself with too many conversions, because it doesn't (want to) know about the customer interactions within other marketing channels. 

Anytime an Adwords campaign is part of a successful customer journey, i.e. a conversions or sale has occurred, Adwords would attribute 100% of the conversions, sale or revenue to Adwords. Even if there was a Facebook ad click before, or a click on a Adroll retargeting campaign click afterwards. This leads to overvaluing and overspending on Adwords campaigns. Using Adtriba conversions in Adwords resolves this problem and allows for unbiased cross-channel bid optimization.

We upload the conversion data on daily basis for the last 7 days. If it's required, we are able to upload the historic conversion data up to the point in time, when the Adtriba Tracking was integrated.

Set Up Google Adwords for the Adtriba conversion export

For both approaches new conversion types have to be set up in Google Adwords, before the export can be activated:

Old Adwords UI

  1. Open "Tools" - "Conversions"
  2. Add Conversion (+ Conversion)
  3. Select conversion type: "Import" 
  4. Select "Conversions from clicks"

Create Conversion Form

  1. Conversion Name: Adtriba Conversion
  2. Value: Select "The value of this conversion action may vary"
  3. Enter 0 as default value
  4. Select currency which is used in the conversion tracking
  5. Count: Select "every conversion"
  6. Conversion Window: 60 days
  7. Category: "Other"
  8. Include in "Conversions": No
  9. Attribution Model: Select "use external attribution"

Repeat the process for a new conversion called Adtriba Conversion CLV (in step Create Conversion Form 1.) to import the CLV attribution values as well.

New Adwords UI

  1. Open Tools
  2. Conversions (Section: Measurement) 
  3. Add conversion
  4. Select conversion type: "Import" 
  5. Select "Other data sources or CRMs"
  6. Select "Track conversions from clicks"

Create Conversion Form

  1. Conversion Name: Adtriba Conversion
  2. Category: Select a given category or use "Other"
  3. Value: Select "Use different values for each conversion"
  4. Enter 0 as default value
  5. Select currency which is used in the conversion tracking
  6. Count: Select "every"
  7. Conversion Window: 60 days
  8. Include in "Conversions": No
  9. Attribution Model: Select "use external attribution"

Repeat the process for a new conversion called Adtriba Conversion CLV (in step Create Conversion Form 1.) to import the CLV attribution values as well.


Show Adtriba Conversions not included in Conversions

  1. Add the "All Conversions" column to the respective report (Ad Group, Keyword, Campaing etc.). 
  2. Chose Segment - Conversions - Conversion Action

Adtriba conversions are now shown in the "All Conversions" column of the specific report.

Show Adtriba Conversions and include in Conversions for bid optimization

To use the Adtriba conversions instead of the Adwords conversions for bid optimization the below steps need to be followed:

  1. Open "Tools" - "Conversions"
  2. Click on the conversion that's currently the basis for bid managemet, i.e. the one "included in Conversions"
  3. Edit setting for this conversion
  4. Set Inclue in "Conversions" to No and click Save, then Done
  5. Click on "Adtriba Conversion" and then on Edit settings
  6. Set Include in "Conversions" to Yes and click Save, then Done

Instead of working with the standard "Adtriba Conversion" you can also choose "Adtriba Conversion CLV". Please don't set Include in Conversions to yes for both Adtriba Conversion types, since this would lead to double counting of conversions.

Adtriba conversions can now be seen in the conversion column in all reports. Adding the "Adtriba Conversion" column to your report is also possible. So no need to use segment view from the previous part.

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