Online businesses employing Google AdWords as a cog in their Internet marketing campaigns should take November’s analytics with a grain of salt.
Google sent AdWords clients a Nov. 26 e-mail confirming that incorrect conversion value tracking may result in inaccurate reports this month. This odd glitch that briefly changed conversion values to “1” from approximately 6:30 p.m. PST on Nov. 20 through 8 p.m. PST on Nov. 21 muddles the data delivered for any account with “conversion value” as a key report metric. This includes e-Commerce clients and others using automated rules.
As yet, Google hasn’t determined or announced whether the anomaly has affected AdWords accounts across the board or solely particular sections. Since this creates primarily revenue-tracking issues, non-revenue generating accounts shouldn’t be concerned about the bug. Additionally, accounts that employ additional tools such as Google Analytics or other third-party applications also have their revenue-tracking bases covered.
“This means AdWords reports which include any dates from October 21st through November 21st might misstate the value of your conversions. (If you’ve customized your conversion reporting window, the precise date range will be different),” Google told AdWords account holders in an e-mail. “Related metrics like average conversion value and conversion value / cost might also be affected. Conversion volume, conversion rate, and cost per conversion metrics, however, would not be affected.”
With the home stretch of the world’s busiest shopping season now upon the Internet, a few timely actions are in order.
Running automated rules unchecked could generate ongoing issues. Particularly if you run a business with an upcoming Cyber Monday marketing campaign, look over your account to see that the automated rules aren’t bidding down. Meanwhile, make any necessary adjustments and notes of the potential discrepancies in your revenue reports.
You may have understandable questions about just how this issue has skewed your data. Your Google contact should be able to talk you through working around any misinformation. If you have any additional questions, visit http://support.google.com/adwords/answer/8206 for more information.
Just the same, if you’ve already confronted issues like those described here, contact us and tell us more.