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Primary Conversions
Posted by on July 20, 2024 at 9:04 pmI have historically been on e-commerce accounts but got some lead gen work for a b2b client so I am not sure if this is normal.
I’ve gone into their account to find that their set up is super messy – but the main issue I’ve found is that they have multiple primary conversions for things such as form submission, call through ads, page views etc.
My understanding has always been that there should only be 1 primary conversion per account to optimise towards. Given they’re running tCPA, wouldn’t the machine just optimise for the easiest conversion rather than the most valuable?
What would be a recommended set up? Does it make sense to have all but one campaign optimising towards form submission, as that’s the most valuable conversion? Then one campaign with a campaign level conversion target for optimising towards phone calls?
Heeeeelp!
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1 Reply
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Yes, the “easiest” conversion will probably be what you see more of. I have no issue with multiple primary conversions as long as they are valued the same by the client. If the values are drastically different I’d switch a lot of those to secondary
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A lead gen business usually has at least two Primary conversions I have found. Usually a phone call and then some form on site. If you have more than one Primary conversions, you can see which campaigns are converting for which conversions and optimize the campaigns that way. Plus you can set campaign level conversion goals and have the campaign just optimize towards one primary conversions.
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You can definitely have multiple primary conversions for lead generation. Having one form and one call is pretty normal. It would be strange to count a page view as a primary conversion though.
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I find it helpful to think about optimising for conversion stages, not conversion actions. Let me explain…
A lead goes through 4 stages:-
**1. Pre-lead** actions on the landing page. These are things like clicking a call button, clicking an email link, clicking through to a contact page and so on.
They could result in a lead, but that doesn’t always happen. Someone clicks on the call button but doesn’t complete the call. Someone clicks on the email link but doesn’t send the email. You get the point.
**2. Lead created.** This happens when someone attempts to contact your business. Usually through a contact form, call, live chat, WhatsApp etc.
**3. Qualified lead.** The lead wants what we sell, and we could do business with them. You’d find this out by speaking to the lead or having them give you extra information about their enquiry.
**4. Converted lead.** The lead has bought goods or services from us.
A conversion stage can have many conversion actions. For example, the lead created stage could track the following conversion actions:-
* A contact form submission.
* A call from a click-to-call button on an ad asset.
* A call from a number shown on a landing page or website.
* A live chat.
* A WhatsApp message.In my mind it makes sense only to try an optimise for one conversion stage at a time. But, I’ve seen accounts where they allocate a value to each conversion stage and optimise for all of them at once.
If you’ve got good lead -> sale tracking and it allows you to see which conversion action (e.g. form vs call) generated the lead you might find one conversion action is more valuable than another.e.g. leads from calls turn into sales more than leads from forms. If this happens you can design the landing page or campaign to promote the better performing conversion action.
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