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Ok class, today we’re moving into graduate level conversion tracking. But we’ll start with 101.

Why is this important? Why does it make me angry when you don’t use conversion tracking?

AdWords Conversion Tracking 101: Ya Gotta Do It

AdWords Conversion Tracking gives you that.

Which keywords produce a return and which don’t?

Which placements?

Which adgroups and campaigns?

Searchers from which geographic areas?

Why Conversion Metrics are Critical

Get into college-level AdWords with me:

But I Use Google Analytics

You use Google Analytics? Awesome. So what? Unless you hook up Google Analytics just right with AdWords, you won’t get the info you need to optimize that granularly. Even if you do, you need to be able to run some of the reports you can only in AdWords and get the Return on Ad Spend (ROAS) or Cost per Conversion data within those reports…

You HAVE to use AdWords Conversion Tracking, too.

Conversion Tracking Code: Where To Stick It

Conversion code must be loaded in an HTML page after the conversion; after the sale in the confirmation page, or after a lead form is filled out in the thank you page. AdWords conversion tracking code is JavaScript that goes into HTML.

In the best scenario, you control the website and can put the code in yourself. If you have to deal with third party web designers or a third party ecommerce system, it can be more difficult. Not all third party systems have a convenient place for you to place your tracking code. Not all third party designers are cooperative. Be a pest.

If It’s Difficult, How Important Is It Really?

Get the code installed and tested. Let key stakeholders know that this is critical to expedite and will hold up all optimizations.

Running AdWords without conversion tracking is like flushing your money down the toilet.

Test Your AdWords Conversion Tracking Immediately

AdWords Conversion Tracking 201: Lead Generating and Ecommerce

Confusion from Multiple Conversion Actions and Cost Per Conversion

Tracking Revenue Values

For revenue based campaigns, use a variable to pass the total revenue into the conversion code. To get the conversion code you can modify for this, when creating a conversion in AdWords, you have to specify a fake value, for example, “1” (see image below) or AdWords will leave out the crucial two lines of JavaScript you need to place your revenue variable in.

We use both Omniture and AdWords for a number of clients. One difference between the two is to what date a conversion is attributed.

Omniture attributes a conversion to the date of the conversion

I won’t go into AdWords’ reasoning for setting it up this way, but important implications are:

AdWords Conversion Tracking 301: Touchpoint Issues

Multiple conversion code on same page

You might not find out until you ask AdWords reps directly, but they do not suggest or support having more than one JavaScript code for AdWords conversion tracking on the same confirmation page.

Sometimes we have to use ecommerce systems that are set up to automatically place multiple conversion codes on the same confirmation page. According to Google, there may be conflicts that will lead to inaccurate conversion numbers and inaccurate revenue totals. Part of this may be JavaScript conflicts or simply a lack of clarity about how multiple codes are attributed on their backend- for example, if there are two, does only the first one count, or do both? AdWords wouldn’t give us any more details here, and recommended we not set things up that way.

Double Attribution and Multiple Touchpoints

Another problem can arise when, even if AdWords attributed the accurate numbers to all placed tracking code, conversions and revenue could get double or triple counted.

Setting up your accounts and website to avoid these can be tricky. In our case, we’re reprogramming the backend of our hotel and golf booking system to be more selective in which conversion code gets dynamically placed in the confirmation page. So custom programming is required to fix this shortcoming in AdWords conversion tracking system.

Brian Carter is the Director of Search Engine Marketing for Fuel Interactive, an interactive marketing agency in Myrtle Beach, South Carolina. He is responsible for the SEO, PPC, SMM, and ORM programs at Fuel and its partner traditional agency Brandon Advertising & PR.

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Latepoint Booking Conversion Tracking In Google Ads

Feeling stuck with your booking tracking? No idea where to grab these dynamic values for your conversion? Let’s dive into your tracking case together. 

You run your WordPress webpage and use the LatePoint plugin to manage your appointments. However, you would love to go further and track bookings as conversions together with the prices. 

🚨 Note: Check out our five strategies to analyze your Google Ads data in our handy guide on optimizing Google Ads campaigns.

Here’s a quick roadmap of our tracking setup:

Set up a conversion in the Google Ads account

The first step is to set up your Ads conversion in your Google Ads account. Go to your Google Ads account and navigate to Tools & Settings → Conversions.

Select New conversion action to set up a new conversion. 

Select the first option, which is Website conversions.

Do not feel confused when the system asks you to provide the URL of your webpage. This is a Google Ads update with new steps added to the configuration. Do not hesitate to enter your URL.

Wait for your webpage to be scanned and scroll down to find the option – Add a conversion manually.

Provide all the settings for your conversion action. Do not forget to choose Use different values, as we want to track your product prices dynamically.

Your conversion is set up, and now it is time to choose your implementation option. 

In this guide, we are covering implementation via GTM. Select Use Google Tag Manager, and you would see a conversion ID and label. 

Great! Ads configuration is done, and we can move to the LatePoint settings. 

Add a data layer to LatePoint

Login to your WordPress admin dashboard and navigate to LatePoint on the left side.

Now for the most exciting part. You should copy the given snippet and paste it into the Conversion Tracking field. 

What is this snippet about? We are adding a data layer that contains information about your bookings, such as appointment ID and total price. Since you have multiple prices, you cannot simply track them statically. 

We created this data layer for you, to ensure that the correct variables are provided.

🚨 Note: We are showing how to set up Ads conversion tracking, but you can use this code for any kind of tracking. This would give you dynamic values that you can use in your configuration.

window.dataLayer.push({ event: ‘latepoint_confirmation’, appointment_id: {booking_id}, service_id: {service_id}, agent_id: {agent_id}, customer_id: {customer_id}, total_price: {total_price} });

Create data layer variables

Adding this snippet is not enough, as we also have to do some additional setup via GTM.

Select Data Layer Variable.

Let’s create the first variable for your price. Provide your variable name and save it.

The second variable to be created for your Ads conversion is the appointment ID.

Set up your tag and trigger

Everything is ready for your Ads tag. Copy and paste your conversion ID and label. Add the dynamic variables we have configured earlier.

Set up a trigger. Since we are pushing an event in the data layer, the trigger type should be Custom Event with the latepoint_confirmation as an event name.

Test your implementation

Now for the most exciting part of the whole process: TESTING! Preview your GTM container and make a test booking to see if your tag is firing.

Testing a tag itself is not enough, as we should also check if our variables are working correctly. You should go to Variables and check if the correct values are displayed there. 

If you have reached this point, it is time to pat yourself on the back: You did an excellent job! One small remark: Do not forget to publish your GTM container.

FAQ Why should I track LatePoint bookings as conversions in Google Ads? Can I use LatePoint Booking Conversion Tracking for other tracking purposes?

Yes, the code provided in the blog post can be used for tracking purposes other than Ads conversions. The data layer snippet captures dynamic values related to bookings, such as appointment ID and total price, which can be utilized for any type of tracking configuration.

Do I need to have a Google Tag Manager (GTM) account to implement LatePoint Booking Conversion Tracking?

Yes, LatePoint Booking Conversion Tracking is implemented using Google Tag Manager (GTM). You will need to have a GTM account and access to your WordPress admin dashboard to complete the setup process.


We have set up an Ads conversion for LatePoint bookings via GTM. Key takeaways from this lesson:

1) The snippet we have provided is the key component here. You can use it not only for Ad tracking but also for your own tracking purposes if you want to grab those values related to your bookings.

2) You should know now how to set up Google Ads conversion tracking and verify if it is working.

3) Tracking is fun!

Another thing that will help you optimize the conversion tracking of your campaigns would be setting up Google Ads enhanced conversions with GTM.

Google Shares The Privacy Sandbox’s Most Recent Conversion Tracking Proposals

Earlier this year, Google announced that it would not build or use alternative identifiers to track users in replacement of third-party cookies, which are set to be phased out by 2023. Instead, Google has moved forward with testing Federated Learning Cohorts (FLoC), with the goal of anonymizing individual data within larger crowds, or cohorts, of data.

First-Party vs Third-Party Cookies

Before we delve into the details around the proposals, it’s important to understand the difference between first-party and third-party cookies:

First-party cookies are those that are set by the current website that a user is visiting. This allows the domain that a visitor is currently browsing, to store analytics data and a host of other items that can benefit user experience, such as keeping a user logged in, or saving their cart even if they aren’t signed in.

Because the goal of FLoC is to replace the use of third-party cookies, this most recent announcement around conversion tracking focuses on view-through conversions and cross-device conversion measurement, both of which are currently reliant on third-party cookies.

The Most Recent Measurement Proposals

The measurement proposals leverage an API that has the capability to report both event-level and aggregated information. With the goal of preserving privacy, the API uses the following techniques:

Aggregating data that is reported in order to ensure that each person’s activities and identity remain anonymous.

Limiting the amount of information reported about each conversion so that it isn’t possible to expose the identity of the person behind the conversion.

Adding “noise” to the data that is reported, to protect each person’s privacy by including some random data along with the actual data.

Google notes that it is beginning to run simulations in order to better understand how different use cases might be impacted by the various proposals and will be sharing findings in the future.

Tracking View-Through Conversions

The current proposal for view-through conversions leverages the event-level capability of the API to report on conversions that are attributed to ad impressions from other sites across the web.

Advertisers reporting on overall campaign performance could use the aggregate reporting capability, which would allow for more precise information on KPIs without compromising privacy since aggregated reporting keeps identities anonymous as part of a larger group.

Tracking Cross-Device Conversions Keeping Up To Date With FLoC


Google’s Announcement

More Details on View-Through Tracking

More Details on Cross-Device Tracking

Geek 101: Making Sense Of Anti

If you’ve played a PC game in the past five years, you’ve probably stumbled across an anti-aliasing toggle while mucking about with your graphics settings. Switching it on can make everything on your screen look smoother, but why does it also make your games run slower? And what’s the difference between “2x Multisampling” or “4x Supersampling,” and which is the best choice for your machine?

What is Anti-Aliasing, and Why Should You Care?

Have you ever been confused by edges of supposedly smooth objects in your favorite game looking jagged or blurry? This issue is generally identifiable by a “stairstep” pattern on objects in a digital scene, and it happens because the contrast between dark and light pixels can often make the edges of an object onscreen appear jagged (thus the dreaded term “jaggies.”) Anti-aliasing is simply a term for complex algorithms your graphics card employs to make the pixels along the edges of an object appear smoother by blending their colors together.

Of course, from a distance of 12-18 inches the human eye typically can’t pick out individual pixels on an image with pixel density greater than 300 pixels-per-inch (PPI). For reference, a 24-inch LCD monitor running at a 1920-by-1200 resolution displays roughly 94 pixels-per-inch. Until you own a monitor that can tackle 300 pixels-per-inch, you’ll have to rely on your graphics card to tastefully blur the image.

In order for a modern graphics card to eliminate jagged edges, it first has to know where the edges are in any given image. To do that, your graphics card does something called full screen sampling: The action on screen is calculated at a much higher resolution before actually being displayed–essentially “faking” a higher-resolution. Color data from every pixel is then gathered and averaged before being condensed into the smoother, prettier final image that is actually displayed.

For the purposes of this article we’ll tackle the two most common modes of anti-aliasing available in modern games: supersampling and multisampling. For our tests, we used Crytek’s Crysis 2 , a graphical tour de force. Our testbed consisted of an Intel Core i7-990X processor, 6GB of RAM, and the Nvidia GeForce GTX 580 graphics card.

Supersampling Anti-Aliasing

To smooth out the sharp edges, your graphics card is performing display calculations for an image at 5120-by-3200 pixel resolution (four times the size of 1280-by-800), sampling (collecting) the colors and blending them to create a smoother image at your 1280-by-800 resolution. Put simply, your graphics card is collecting the color data of four pixels, and combining them into one, thousands of times a second, reducing the “jaggy” effect that appears when you have sharp color contrast between pixels.

If that sounds like a lot of work for every frame of animation, it is: Supersampling is a resource-intensive, brute-force approach to anti-aliasing, and if your hardware isn’t up to snuff it can seriously bog down your PC’s performance.

Multisampling Anti-Aliasing

Multisampling doesn’t look quite as impressive as supersampling, but it’s faster and far more efficient. It’s a newer, more computationally-efficient form of supersampling anti-aliasing that removes gratuitous data like lighting, shading and textures from the sampling process so that only the color data of an image is sampled and blended. That means less work for your graphics card, and more frames per second for you.

Even better, these new multisampling algorithms account for the depth of 3D objects in virtual space and exclusively target areas of high contrast to ensure that only the edges of 3D objects are being sampled, meaning objects still appear smoother and sharper with much less effort.

So which anti-aliasing method is right for you? Everyone has a different setup, but if your games are running well and you want to kick the graphical output up a notch, it’s a good idea to first ensure your in-game resolution matches the native resolution for your monitor. You can consult your monitor’s packaging or manufacturer for the native resolution, but Windows will also recommend the native resolution, if you check your PC’s display properties.

Modern LCD displays can’t adapt to match the resolution of your GPU like the old CRT monitors could, and you’ll get the smoothest picture while playing games at native resolution.

If you still have GPU cycles to spare on a midrange card like the Nvidia GeForce GT 560Ti or the AMD Radeon HD 6850, start with multisampling anti-aliasing and play with the sampling size until you find a nice balance between picture and performance. If you’ve shelled out for a high-performance GPU like the AMD Radeon HD 6990, go ahead and crank supersampling to the max. You’ve earned it.

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Chatbot Analytics 101: Essential Metrics To Track

We’ve rounded up the most important chatbot analytics your business should be tracking and how you can use them.

To get the most out of your chatbot, you need to dive into chatbot analytics. Implementing conversational AI can be a huge asset to your business. But to maximize your chatbot’s potential, you’ll need to measure its performance.

Of course, you already understand the importance of tracking key metrics for success. But we know it’s easy to get overwhelmed by the volume of data available. So what are the important metrics to measure?

In this post, we’ll break down the most important chatbot analytics for your business and how you can use them.

Bonus: Learn how to sell more products on social media with our free Social Commerce 101 guide. Delight your customers and improve conversion rates.

What are chatbot analytics?

Chatbot analytics is the conversational data generated by your chatbot’s interactions. Each time your chatbot connects with a customer, it gathers information. These data points can include conversation length, user satisfaction, number of users, conversational flow and more.

Why use chatbot analytics?

As with social media metrics, analytics show you how your chatbot is performing. This chatbot data can help you improve your business strategy in several ways:

Understand your customers’ needs better

Your chatbot is the first point of contact for customer questions. That means each conversation is a trove of data on their wants and needs. Chatbots can speed up conversational commerce by using natural language processing in real-time to communicate with your customers.

Analyzing this data will help you understand what they’re looking for, and how you can help them to find it.

Improve customer experience

Chatbot analytics can provide data on customer satisfaction. This is a straightforward measure of their experience dealing with your chatbot. You can use it to hone your chatbot strategy, improving the quality of service. And in the long term, you’ll keep your customers happy, so that they return to your business in the future.

Help your human team members work more efficiently

Every question that your chatbot answers is one less task for your human team. Customers and businesses exchange more than one billion messages on Facebook Messenger monthly! Save time on customer service by letting your chatbot pitch in.

Are your customers frequently escalating their chatbot questions to human agents? That shows there is room for improvement. Analytics will show you what frequently-asked questions your chatbot can learn to answer.

Enhance your product information

Chatbots are the first point of contact for customer questions. That gives you a ton of data on what customers find confusing. Do you see a lot of sizing questions? Time to improve your sizing info. Are your active users asking about product features? You might want to embed a demo video on your product page.

Boost sales

Chatbot analytics can tell you how many conversations end with a purchase. If it takes too long to get the answer they need, or if they get frustrated with the chatbot, they may bounce. Identifying areas for improvement will help you increase sales, along with customer satisfaction.

The 9 most important chatbot metrics to track

1. Average conversation length

This metric tells you how many messages your chatbot and customer are sending back and forth.

The ideal conversation length will vary: simple queries might be easier to resolve. Complex questions might take more back-and-forth. But the average conversation length will tell you how good your chatbot is at responding to their questions.

You’ll also want to take a look at the interaction rate, which shows how many messages are being exchanged. A high interaction rate shows your chatbot can hold a conversation.

2. Total number of conversations

This tells you how many times a customer opens the chatbot widget. This metric reveals how much demand there is for your chatbot. It can also help you determine when and where your customers initiate requests.

If you notice a pattern for when demand is higher, that information can also help you plan. Do customers start more conversations right after a new product release? Or on the first day of a sale? Anticipating these demands will help you ensure smooth customer service.

3. Total number of engaged conversations

“Engaged conversations” refers to interactions that continue after the welcome message. Comparing this metric to the number of total conversations will show you if your customers find the chatbot helpful.

Image from Heyday

4. Total number of unique users

This metric tells you how many people are interacting with your chatbot. A single customer might have several conversations with your chatbot during their journey. Comparing this metric to the total number of conversations will show you how many customers talk with your chatbot more than once.

5. Missed messages

This metric will tell you how often your chatbot was stumped by a customer question. Every time your chatbot says, “Sorry, I don’t understand,” that’s a missed message. These often result in a human takeover (more on that below). They can also lead to frustrated customers!

Missed messages provide important data on where you can improve your chatbot’s conversational skills. Ultimately, you can use this information to offer a better customer experience.

6. Human takeover rate

When your chatbot can’t resolve a customer query, it escalates the request to a human. This metric gives you a sense of how much time your chatbot is saving. Some conversational artificial intelligence (AI) users report up to 80% of customer questions are resolved by chatbots! It will also show you what kinds of customer needs require a human touch.

7. Goal completion rate

This rate shows you how often your chatbot helps you achieve your business goals. The outcomes will depend on your specific objectives.

For instance, is your chatbot supporting customers through the checkout process? Is it prompting them to add suggested items to their cart? The goal completion rate provides insight into how often your chatbot is meeting this target.

Image from Heyday

This rate also indicates how well your chatbot is guiding customers through their journeys. It’s sort of like a performance review for your most dedicated virtual employee.

8. Customer satisfaction scores

You can ask your customers to rate their experience with your chatbot after finishing a conversation. These satisfaction scores can be simple star ratings, or they can go into deeper detail. Regardless of your approach, satisfaction scores are important for refining your chatbot strategy. Looking at topics or issues where customers provide lower scores will show you where you can improve.

9. Average response time

Your chatbot will help your support team respond to live inquiries faster, by providing the first point of contact for customers. That will help you cut your average response time, increasing customer satisfaction. One company used Heyday to cut their average response time from 10 hours to 3.5! Plus, the information gathered by your chatbot can help your live support team provide the best possible answer to your customers.

What should I look for in a chatbot analytics dashboard?

To get the most out of your chatbot analytics, you need a dashboard that helps you see the most important metrics to track at a glance. Here are the most essential features to look for:

Easy to use

What good is data if you can’t find it? Your dashboard display should be simple and intuitive to navigate, so you can find the information you need. Here’s an example of a chatbot analytics dashboard from Heyday.

Heyday streamlines chatbot metrics into an easy-to-use dashboard.

Book a free Heyday demo now!


Your business needs are unique, and so are your chatbot analytics. Look for a tool that lets you customize the display, so you can see the data that matters most to your business.

Multiple seats

Sharing a single login? What is this, Netflix? Look for a tool that gives each member of your customer support team a seat for seamless coordination. Got a big team? Don’t worry— some chatbot platforms like Heyday offer unlimited agent seats with enterprise plans.

Team performance tracking

Your chatbot is just one part of your customer service team. A valuable tool will also let you track your team’s performance, so you can evaluate your efforts as a whole.

Goal tracking

Performance data is only meaningful if it helps you reach your business goals. Otherwise, it’s like kicking a soccer ball around without a net— fun, but ultimately kind of pointless. You want a chatbot analytics dashboard that clearly displays how you’re meeting your business goals.

Mobile display

More than half of all online sales already happen on mobile devices. As social commerce rapidly grows, so does that figure. Customer support also happens on mobile, so make sure your tool works on screens of every size.

Customer FAQs

Looking at the most frequently asked questions is an incredible source of information about your customers. A dashboard that displays FAQs and analyzes them by content and theme will give you a deeper understanding of your audience.

Looking for a chatbot tool that can do all of this and more? Check out Heyday, a conversational AI tool from Hootsuite! With Heyday, you can increase your sales and customer satisfaction while saving time and money.

Get a free Heyday demo now!

Turn customer service conversations into sales with Heyday. Improve response times and sell more products. See it in action.

How To Ensure You Have A Very Merry Adwords Xmas Season

Service based businesses – As the majority of the population become increasingly busy worrying about holiday plans, gift buying, end of year deadlines for work etc. etc., a lot of service based businesses seem to take a big hit in both traffic & lead volume. Xmas is a time where people are so busy focusing on Xmas & holiday preparations that everything else is planned for after December.

…. If you run or work for a company that falls into one of the above categories, you’re more than likely well aware of the above user trends during Xmas, but you’re probably asking yourself how you can use this information to ensure your AdWords performance is maximised throughout the holidays. Below are 5 commonly asked questions relating to Xmas AdWords activity answered with the help of the above information.

1) What are most important changes I should make to my AdWords campaign during Xmas?

This is really going to depend on the kind of product and/or service you’re offering. If you’re a retailer, it’s going to be important to ensure that you’ve got your campaign budget caps set to an amount that you’re comfortable with spending, as you may suddenly notice a huge increase in search volume approaching Xmas. You’ll probably also need to increase bids across your high converting keywords to ensure that your positions don’t slip – your competitors will probably become a lot more aggressive in their bidding during this period to make the most of high converting Xmas traffic so increasing bids may be necessary to keep your ad positions stable. If you’re a service based business, conversion rates are what you need to keep an eye on during Xmas. You may find that people are doing a lot more research with their time off work but not really interested in taking action when it comes to certain services.

2) My Ads have suddenly dropped off the first page in December. What might have caused this?

3) My conversion rate has decreased significantly approaching Xmas. How can I determine the cause?

If you’re a retail business, a decrease in conversion rate could be seen as a result of a variety of things – New competitors could have entered the market with strong offers, your competitors’ Xmas offers may be stronger than yours meaning users are buying elsewhere, or maybe your delivery time is too longer and/or not properly outlined in your site copy.

If you’re a service based business, it may just be that your target audience are too wrapped up (excuse the pun) in Xmas & holiday planning to bother contacting you until the New Year. If you think this may be the cause of your conversion rate drop, consider reducing your AdWords spend during Xmas or even temporarily reducing your keyword bids (or both!).

4) Should I bother with special Christmas offers?

YES! Xmas is a great time to use special offers as an incentive for people to do business with your company. For most industries it’s the time where your competitors will be at their most aggressive in marketing, so you need to do everything you can to counter this and ensure that your share of the market share pie is as big as possible. Whether it is a discounted price, faster shipping, or a small gift with each purchase – as long as you have some kind of offer you should see better conversion rates than what you’d see with no unique offer.

5)  I’m a service based business and typically business is slow throughout December – should I even bother running AdWords at this time of year?

6) I’m an online retailer – should I increase my marketing spend during Xmas to make the most of the increased search volume?

Absolutely – but do so carefully. Ideally you have a full year’s worth of conversion data behind your campaign that tells you exactly which keywords within your account work well for your business. These are the keywords that you should be focussed on spending more money on. My recommendation would be to create a new campaign within your AdWords account that contains only your high converting keywords. This way you can set a high daily budget cap that is specific to the high converting terms only. This way you’ll ensure that the extra marketing money is being spent in the right areas and thus conversion rates should increase too.

Merry Xmas and have a safe holiday.

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