Even if someone clicks on your advert, but doesn’t convert during that session (i.e. without closing down the browser), they may well convert later on that day, week or month. There are many reasons why this could occur; perhaps they were at work, wanted to check prices on a competitor site, had to speak to a partner before purchase or didn’t have their payment details with them. Whatever the delay, this doesn’t mean the advert did not generate that sale or conversion.
Post-click tracking is initiated when the user clicks on an advert that has been assigned a tracking URL. From that moment, TBG monitors and reports on all clicks within a pre-agreed “post-click conversion window” which is the time period that is reported on, in days, from the initial click to the converting action. For example if your “post-click conversion window” is set at 30 days, sales generated 29 days after the click will still be attributed back to the click. Needless to say, the time period varies immensely by product, client and sector. The idea behind post-click conversion monitoring is to ensure that all relevant conversions are assigned to the action that prompted the conversion in the first place.
An important point to note is that, historically, last click has won when monitoring post-click conversions. In other words, whatever medium (which could be, for example, Google search, MSN portal display, Yahoo email, etc) provided the last click is where the conversion is attributed. TBG’s progressive tracking methods can allow for all previous actions to be included in the reporting and therefore also optimised to. A simple case in point would be within the Buyer Decision Process on Harrods’ search campaign. The user may start their journey looking for a “designer handbag”. Harrods appears in Google under this keyterm and the user clicks on it in order to see what designer handbags Harrods have. After deciding on a specific designer, say for example “Mulberry”, the user may then visit a number of other sites for reviews, other prices, stock availability, etc. They may even revisit Harrods via Google under the keyterm “mulberry handbag” to double-check the price. Finally, when they have all the information they require to make their purchase, they may simply go to Google and search for “harrods” as they know the product that they require is available at Harrods online store. Traditionally, in the last click wins scenario, only the keyterm “harrods” would have be assigned the conversion. However, seeing the journey above, you can understand that the originating source of interest came from “designer handbags”. It is with this information that TBG can weight or apportion a percentage of the conversion to each of the clicks involved. i.e. “designer handbag” 40%, “mulberry handbag” 20%, “harrods” 40%. This means that your budget is spent according to what is ACTUALLY generating your sales, not just what APPEARS to be generating your sales.
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