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Double counting PPC leads across Google and Bing?
Posted by on May 16, 2024 at 4:46 pmMy company runs Google and Bing ads, and we measure lead form conversions. I realised the other day that the total conversions across both platforms is more than the lead forms we get in our inbox. It's made me aware of a double counting issue:
Say a customer clicks on a Google Ad, and a Bing Ad within our 30-day conversion window, then both platforms will register them as a conversion. This will show up as two conversions in our reporting, even though it's only one.
How do you deal with this issue? is there a sensible way to measure the overlap?
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1 Reply
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You probably want to report these conversions to both platforms
But in your internal analysis it depends on your attribution model,
i would not bother to dive into it unless you have more than 35% of your active cliens having 2 or more channels before they purchase -
You also get this when people fill in a contact form, use your live chat and call you.
I like to do a periodic audit to see how many more conversions are recorded in the platform vs leads in the CRM.
My experience with multiple conversion methods (form/livechat etc) and mutiple platforms (Google/Facebook etc) is that there isn’t a huge overlap. Typically under 10% on larger accounts (say >2000 conversions a month).
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