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In Google ads, add to cart as primary conversion?
In an ecommerce site, is it worth putting add to cart as a primary conversion?
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1 Reply
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No.
I’ll expand and mention maybe for very specific instances. But normally, you want only the Purchase conversion.
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No, purchase should be primary
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Agreed, answer is no. Purchase should be primary.
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Almost never. The only case for this is if you’re struggling to generate at least 20 or so legit sales conversions per month and need to feed a starving bidding engine. But even this is counterproductive. Do you want to pay for more users that abandon the cart.. that’s what Google is going to focus on if your primary goal is add to cart 😉
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Only if you have an untested expensive ($500+) product you’re selling. If the product is that expensive, be prepared to have a large test budget and be hyper focused on your targeting, relevance, and a damn good landing page.
99% of the time you should be aiming for purchases as primary conversions for ECOM. If it’s very expensive, consider payment plan options.
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Only if:
1. You have a somewhat accurate picture of your closing rate
2. Actual purchase conversions are scarce, leading to a small sample size on your current spend
2. You use value-based bidding (informed by number 1)If all 3 are not true, just use it as a secondary event that you can track and look for correlations.
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