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PMax Tracked Conversions
I’m somewhat new to running campaigns for my e-commerce website, and the guides around PMax campaigns gloss over some of the important questions I have. To put them succinctly:
1) What conversions should the campaign track?
2) For conversion values, should only purchases have a value attached if I mostly care about sales, or should some subset of the other events also have value?
3) Could it be better to start with maximizing conversions instead of conversion value?For context, the website is my second slowest sales channel. It gets visitors, but it’s not at the point that it’s doing a sale even every other day. The other channels perform much better.
For the questions, the guides really only say “track the whole funnel”, but if I do track product views and add to carts and begin checkouts all with values in the events, then it seems like the campaign pats itself on the back too easily and doesn’t work towards purchases. It feels like I’m throwing money away, not on getting better data to Google Ads, but on the bullets I’m shooting myself in the foot with.
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1 Reply
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You should be tracking purchases as your conversions and track the conversion value or what someone spent on your store for each purchase. You don’t need to track events like add to cart or checkout or the values for those. The only thing you should care about is getting purchases. You can set up conversion tracking in your Google ads account, which would then apply to all your campaigns.
If you don’t plan to spend a lot of money and don’t have a huge budget. Odds are PMax is not going to work well for your store. You need to be able to bring in sales for PMax work work. You might be better off using standard shopping campaigns instead.
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