If you haven’t been able to set up Goals in Google Analytics or AdWords Conversion Tracking for some reason, fear not! Google recently launched the Smart Goals feature in AdWords that can help you do this easily.
Smart Goals are slightly different from traditional Conversions on the website. They are not actual actions conducted by your website users. Instead, Smart Goals use anonymous Google Analytics data from other websites to identify visits that are “most likely” to convert.
Here is a snippet of how Google describes Smart Goals:
“Smart Goals use machine learning to examine dozens of signals about your website visits to determine which of those are most likely to result in a conversion. Each visit is assigned a score, with the “best” visits being translated into Smart Goals. Some examples of the signals included in the Smart Goals model are Session duration, Pages per session, Location, Device and Browser. ”
If your Account meets all of the above criteria then you are eligible to set up Smart Goals.
With Smart Goals imported, you can set a target cost per acquisition (CPA) rather than just setting a cost per click (CPC). You can thus optimise your AdWords spend based on the likelihood of conversion as determined by Google’s model.
The Smart Goals are visible under the Conversion Section in Google Analytics.
You can monitor your results and if you are happy with the outcome, you can then include them in AdWords Conversion Tracking.
According to Google, Smart Goals will be rolling out over the next few weeks.
It will be interesting to see how Smart Goals perform versus traditional conversions and what kind of insights advertisers can gain by implementing them.
If you would like to share your thoughts on AdWords Smart Goals, please feel free to discuss this on our Twitter Page. We would love to hear from you.
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