[Types of micro-conversion metrics]
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Reference: Types of micro-conversion metrics
The pros and cons of setting up micro conversions
Let's take a look at the advantages and disadvantages of setting up micro conversions.
The benefits of setting up micro conversions
When the final conversion population is small,
and there is a small advertising budget to use as a criterion for judgment, or when the product is expensive and the consideration period is long, it may be possible to obtain only a few conversion data per month. Since there is little conversion data to evaluate, it is difficult to make comparisons, but by setting up micro conversions beforehand, the amount of data to use as a basis for judgment can be increased.
When using automated bidding that can use conversion data for automated bidding
, there is a recommended number of conversions required for machine learning.
The more conversions you learn, the more accurate your automated bidding will be, so you can set up micro conversions to guarantee that number.
If you have set up several micro-conversions along the way to a conversion that allows you to visualize user behavior , it will be easier to predict user behavior from the numbers.
Disadvantages of setting up micro conversions
Since micro-conversions will be added to the metrics you
have been managing, it may take more time and effort to create reports and analyze ad delivery data. Here, we will tell you some points to note when checking the management screen.
Note: Please note when checking micro conversions on the Google Ads admin screen
: Micro conversions are included in the "All Conversions" section of the admin screen together with the number of conversions. You can check the breakdown of the numbers by selecting Classification > Conversion > Conversion Action.
It may not necessarily lead to an increase in conversions. Depending phone number database malaysia on the bidding strategy you use, using micro-conversions for automated bidding may result in an increase in the number of final results (conversions) because machine learning may behave in a way that maximizes the number of micro-conversions.
Examples of using micro conversions
So how can you use micro-conversions?
Here we will introduce two main use cases.
Use case 1: Optimize for micro-conversions
Micro conversions can be used when you have a small advertising budget or when you have set up automatic bidding but only get a few conversions per month.
For example, if you have set up micro-conversions for each item in an input form, you would ideally want to learn from completed registrations, but there are only four such cases per month, so the amount of data is quite small.
However, if the learning subject is "reach of the input form," the amount of data is quite large at 500 cases, and it is likely that this data includes users who are likely to drop out.
If you want to ensure the amount of data required for machine learning and the quality of the data, the area in the red frame would be a more appropriate setting point, and you can aim to improve your results.
Use case 2: Assigning value to micro-conversions
You can assign monetary values to micro-conversions and use them for automated bidding.
If your bidding strategy is set to "Maximize conversion value ," it will try to maximize the total conversion value within your budget, but you can specify the weighting of value by setting values for micro-conversions and conversions.
For example, looking at the table below, we can tell machine learning that there is a 1/10th difference in value between inquiries (CVs) and micro-conversions.
Reference: About the "Maximize Conversion Value" bidding strategy (Google Ads official help page)
