Take Business Profile Conversions OUT of PPC Data!
Interactions with your business profile on Google can result in “Google-hosted conversions” in Google Ads. Still, it’s crucial to recognize that these conversions may not align with your business goals. Here’s an explanation:
- Google-hosted conversions: When users interact with your business profile on Google, such as clicking on the “Call” button, requesting directions, or visiting your website, Google tracks these actions as conversions. These interactions are captured and reported within your Google My Business account and to Google Ads.
- Not “real” conversions: While these interactions are considered conversions by Google, they may not directly contribute to your core business objectives, such as RFQs, sales, lead generation, or website conversions. These actions primarily reflect user engagement with your business profile on Google’s platform rather than tangible outcomes that impact your bottom line.
- Artificially inflated numbers: Including these Google-hosted conversions in your overall conversion metrics can inflate your numbers, potentially providing a misleading representation of your campaign’s effectiveness. It’s important to differentiate between these Google-hosted conversions and those that align with your business goals.
- Limited optimization value: Since Google-hosted conversions may not reflect your business objectives, relying solely on these metrics can hinder your ability to optimize your campaigns effectively. It’s essential to track and optimize for conversions that directly contribute to your desired outcomes, whether RFQs, online sales, demo requests, or other specific actions that drive meaningful results for your business.
Setting up conversion tracking that aligns with your desired outcomes is recommended to optimize for your real goals. By tracking and optimizing for these genuine conversions, you can ensure that your marketing efforts are aligned with your business objectives and drive meaningful results.
Interactions with your Google business profile are valuable for engaging with potential customers. Still, it’s essential to use appropriate tracking and measurement methods to accurately assess the impact of your marketing efforts and make data-driven decisions.