Google announced on Monday that it is launching cross-account conversion tracking and search funnels for AdWords, as the first in a series of new features it will be rolling out over the course of the coming months.
If you have multiple AdWords accounts, you'll be able to measure conversions across all accounts with one tag, and use cross-account search funnels reports in your My Client Center to get a better handle on your customers' conversion paths across all keywords in all accounts.
WIth cross-account conversion tracking, advertisers can create a snippet of code for use across all accounts.
"A single tag ensures that a conversion is only counted once across your accounts," explains AdWords product manager Vishal Goenka. "With the cross-account tag, you’ll see assist conversions for all AdWords clicks leading up to a conversion, not just the clicks within one account. This can provide a holistic view of your advertising, and a better understanding of how keywords work together across accounts to drive conversions."
"When you add a new AdWords account to your My Client Center account (MCC), you can enable Conversion Tracking with the check of a box," Goenka says. "In addition, you no longer have to re-define all of your conversions when you create a new account."
The search funnels reports include the Overview report, the Top Conversion Paths report and the Assisted Conversions report. The Overview shows you how consumers interact with all of your adds across all accounts, the Top Conversion Paths report shows you which combinations of keywords drive the most conversions, and the Assisted Conversions report shows upper funnel keywords across your accounts that might not be receiving enough value in your attribution measurement.