Stop Using Google Analytics Tracking For Performance Max

Tracking your website’s performance is crucial to understanding how well it is doing and where you can improve. Google Analytics is a powerful tool that can help you track your website’s performance. However, it is important to understand that it is not the be-all and end-all of tracking your website’s performance.

There are a number of other tools and methods that you can use to track your website’s performance. In this article, we will discuss why you should stop using Google Analytics tracking for Performance Max. We will also explain why Google Ads tracking is a good alternative method.

Why Not Google Analytics Tracking?

Google Analytics tracking can be a great tool for performance measurement and optimization. However, it is not recommended for Performance Max campaigns because Google Analytics uses last-click attribution. It means that it only attributes conversions to the last ad that was clicked on before the conversion happened.

This can be an issue because it means that other ads that may have played a role in the conversion are not given credit. As a result, you may end up optimizing your campaign for the wrong thing. Remember, Performance Max provides detailed data from all touchpoints of the customer journey. So, to fully maximize its purpose, you should use a different tool that uses multi-touch attribution.

Here’s an example to better understand:

Day 1: The user saw your product from a YouTube ad.

Day 2: The user looked for your product through a Google Shopping search and clicked on your store.

Day 3: The user viewed your Facebook retargeting ad, got rerouted to the website and made the purchase.

If using Google Analytics tracking, the Facebook retargeting ad will get the 100% of the conversion value because it was the last non-direct click before conversion. When importing into Google Ads, the Day 1 and 2 conversion journey will also not show. The YouTube ad and Google Shopping search will not receive any credit.

Use Google Ads Tracking Instead!

The difference when you are using Google Ads Tracking rather than Google Analytics is that here the algorithm allows you to see the entire customer journey and lets you attribute conversion value to all touchpoints. This means, following the example above, Facebook is not the only one who receives the credit, but also the YouTube Ad and the Google Shopping search.

Interestingly, features like view-through and enhanced conversions are only available in Google Ads. It allows you to see a clearer picture of what your campaigns look like. To enable it, you can sign in to your Google Ads account, go to Conversions and click on Conversion Actions.

So, when you are switching your campaigns to Performance Max, it is better to do the tracking with Google Ads because it gives more accurate information about the user’s journey. It will help you see which ads are performing well and generating conversions, and adjust your targeting accordingly.

Takeaway

While Google Analytics tracking can be essential for other types of PPC campaigns, it is not recommended for Performance Max. If you want to maximize its full potential, track it using Google Ads. It gives you the full details of the customer’s journey beneficial for your campaign optimization.

If you're looking to improve your performance max campaigns, book a call with one of our experts. Here at Digital Ads, we treat every PPC needs seriously and diligently. Rest assured that we will do our best to help you out!

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