It often happens that the development of an online store requires not one, but several advertising channels at once. This is because different channels interact with your target audience in different ways and produce completely different results.

As a rule, if after a certain period of time one of the channels brings less benefit than the others, I suspend the advertising company, this is done to save the advertising budget. But why, after stopping one advertising company for a specific channel, despite the fact that its indicators were insignificant, over time, the owner of an online store can observe a drawdown in visits and conversions of the resource? How can an advertising company, which according to the indicators did not bring almost anything other than losses, have such a dramatic impact on the number of views, conversion rate, and ultimately the number of sales in your online store?

Today we will try to understand why this happens and how to solve this problem, as well as get acquainted with such a concept as associated conversion. Find out what we need it for and how it can help your business. Start.

The structure of advertising campaigns to promote an online store or the biggest misconception

Advertising companies are the engine of progress for everything related to online trading. Every online store that has at least some indicators has at least one advertising channel and a couple of advertising companies. The reasons for its low traffic may be poor-quality advertising or errors in the site, but one way or another, even the smallest Internet resources resort to the help of advertising companies.

It is generally assumed that in addition to the usual testing of ads in Google Ads, nothing else needs to be done with advertising companies. Owners of Internet resources launch several advertising campaigns at the same time, look at the performance of each of them, filter out the weakest ones and add new variations on the theme.

But why does it happen that when a seemingly useless advertising campaign is stopped, the indicators of the entire resource collapse and as a result, we see a specific drawdown in visits, conversions and sales of the Internet resource?

The reason for this phenomenon is the very sequence of actions where the owner of an Internet resource first launches several companies, filters out weak ones and adds new ones. Thus, from the point of view of Google Analytics indicators, the owner of an online store does everything right, because he gets rid of the extra element that eats up his advertising budget, but it is worth considering that Google Analytics may not say something.

Associated conversion, what it is and why it is needed

It's worth starting with the fact that despite all the information that Google Analytics can provide you, there is something that it misses. This service provides you with all the information related to your advertising companies, including the conversion rate of each of them, and information about which of them the user decided to choose to purchase the product from you. All right, but there is one flaw in this system. The algorithms of Google Analytics, or rather the standard report of the service, are configured in such a way as to give the user conversion and sales indicators only from the last indirect click, without taking into account advertising companies that the user was interested in earlier, and this is a real problem.

Due to the lack of information about what other advertising channels of your online store eventually led the user to visit your resource, you can inadvertently get rid of these additional channels, which will cause significant harm to the promotion of your online resource. How does it work?

For example, you can take three different advertising campaigns, one of them will be the usual search, the second media and posted on websites, and the third will once again search.

Your potential buyer is a traveler and is looking for a store where they can buy the equipment they need, such as a ski tent, thermos, or climbing carabiners. Using Google search in the top three search results, which are contextual ads, the user notices your resource and clicks on the link. After reviewing your catalog and indicating the price gradation for themselves, the user leaves your resource and goes to the sites of competitors. Having made a choice and settled on a specific model, the user begins to study the forums in search of reviews and opinions about this model. Immediately, he comes across your display ad, where he is shown exactly the tent that he decided to purchase. After spending a few days studying the forums and turning to the search again, a potential buyer sees your search ad again and makes a purchase by going to your site.

Thus, from the point of view of the standard Google Analytics report, it was the last ad that brought you the conversion and sale, while the other two were not involved. But if there were no other two ads, the user might not have made a decision in favor of your online store. These additional ads that do not bring you sales, but direct users to make a subsequent purchase through another advertising channel are called associated conversions.

How to track an associated conversion

Although Google Analytics does not provide you with data about associated conversions in the standard report, you can still get this data. To get data on the associated conversion, you need to create a tag inside Google Analytics and set up goals inside the tag itself. After completing all the settings, you will be able to track data not only by direct, but also by associated conversions, which will allow you to understand which advertising channels and ads are really useless, and which, despite the low performance of the standard Google Analytics report, still have an impact on your Internet resource.

To properly create and configure a counter in Google Analytics, you need to know exactly how the service's algorithms work and where to search for the information you need. If you use Google Analytics only for reporting purposes and don't know how to set up such counters correctly, contact a professional with this question.

Design Studio Glyanec can help you launch high-quality advertising campaigns and track their performance. Marketers of the web Studio gloss are certified specialists who have been developing advertising offers and promoting Internet resources for 12 years.
Specialists of the Glyanec Studio will create all the necessary counters for you and explain how to work with metrics so that you always have access to the information you need for promotion. In addition to creating advertising companies, the Studio also creates turnkey websites, designing everything from the structure of your future online store to adaptive design or creating First Mobile Design. If you want to start your own business and are looking for a Studio that could make a turnkey online store for you, or your online store needs to conduct remarketing-Glyanec design Studio will perform the necessary work at the highest level. You can get acquainted with the services of the Glynec web Studio and view the company's portfolio on the Studio's website.

Types of associated conversions

In addition to the fact that associated conversions have an impact on the promotion of your resource, there are several types of associated conversions. Next, we'll take a detailed look at each type of conversion Association and its role in promoting your resource.
Types of conversion Association:

1. Determination by the first action

This type of conversion Association is an advertising campaign or ad that was the first in a series of subsequent ones, one of which provoked your potential buyer to buy in your online store.

2. Intermediate conversion

An intermediate type of associated conversion is an ad that occurs between the user's first introduction to your offer and the ad that ended their decision to purchase the product from you. The number of such ads can be any. It all depends on how well your advertising company is formulated and configured, as well as on how well your product correctly corrects and closes the pain of your target audience.

In order to better understand how to create an ad that can close all the questions and solve the problems of representatives of your target audience, you need to have a certain amount of information about it. This information is obtained through research of the target audience. this aspect is used to design any type of advertising, not only contextual.

To properly conduct research and get reliable information about your target audience, you need to have some experience in marketing and know exactly where to look for this information. If you do not have such experience, you can always contact the specialists of the gloss Studio.

The Glyanec web Studio team can help you with all issues related to online marketing and creating online stores. For 12 years, Glyanec Studio has been helping various companies create and promote their online resources, and the Studio has something to boast about. In the Glyanec company's portfolio, you can find more than 1200 different websites and online stores created by the company on a turnkey basis and successfully promoted to this day. In order to learn more about the services of the Glyanec company or apply for a turnkey online store, you just need to go to the website of the gloss web Studio and leave your order in the appropriate tab. As soon as possible, the company's Manager will contact you to clarify all the details and discuss the deadlines for the project. If you have a number of questions to the specialists of the Glyanec design Studio — you can contact the company's Manager using the information from the contacts tab or by contacting the Manager directly, using the online chat located on the pages of the Studio's website.

3. Conversion determined by the last action

This type of conversion includes ads that were the last in the chain of advertising companies, contributed to the buyer's decision in favor of your product and purchase it in your online store. This is the ad you can see in the standard Google Analytics report.

Why do I need conversion Association types?

At first glance, this information does not affect the development of your online store and its promotion, but it seems so only at first glance. In fact, by understanding exactly how the user makes the decision to buy products on your site, you can improve your advertising campaigns, reducing the number of intermediate advertising conversions. You should also take into account the fact that without knowing about the existence of associated conversions and not having data on advertising companies that contribute to the selection of your potential client, you can stop the advertising campaign that was the reason for the appearance of user interest in your product. Stopping such an advertising campaign can significantly affect the promotion of your Internet resource and significantly reduce its performance, despite the rather low ad performance in the standard Google Analytics report.

Conclusion

In order to constantly increase the target audience of your online store, you need to have all the data related to your advertising companies and their indicators. The fact that the performance of one of your advertising companies is lower than that of others does not mean that this advertising company is absolutely useless. Before you stop its work, check whether it may be the one that motivates your target audience's interest in your resource, and the other ads are just the final destination, after visiting which your potential buyer decides to make a deal with your resource.

In order to get the full amount of information about the promotion of your online store, you need to get certain counters and understand exactly how they work. Glyanec marketing specialists can help you create such counters and explain not only their indicators, but also what they do affect.

Website creation Studio Glyanec has been creating online resources for companies and stores for 12 years. Working with Studio professionals, you can be sure of the high quality of the work done and its effectiveness. If you are looking for a Studio where you can create a turnkey online store, develop Mobile First Design or help with the promotion of your site, the Glyanec Studio team will provide you with all the necessary data and create a resource for you based on the latest Internet marketing trends, taking into account your wishes.

In order to order an online store or any other service of the gloss company, you only need to go to the site and leave your request. If you have any questions about the terms or services provided by the company, you can contact the Studio Manager using the contacts tab or using the online chat located on the pages of the Glyanec web Studio website.