Pattn Labs

Founder

SOJO

Growth Engineer

Canopact

Co-Founder

M&G plc

Data Engineer

Deloitte

A Data Engineer turned Software Engineer turned Growth Marketer...yeah...long story 😅

Here's a TL;DR instead:

- I love building building marketing data products - particularly around conversion tracking, first party data, reporting and more..
- I post a lot, and engage with a lot of posts about Paid Media, data and entrepreneurship. 
- I'm currently building CAPI Sheets (https://capisheets.com) an easy way to send first party data to ad platforms directly from Google Sheets.

If you're also interested in any of the above, please connect and say hello 👋

How do you track conversions on a website you don’t own?

Many businesses use third party payment portals like Stripe to take payments, particularly stores who offer products on subscription or SaaS businesses.

The problem is that this can massively screw up conversion tracking. As the third party payment portal is not on your domain, you can’t place a pixel/tracking code on it.

This basically creates a breaking point in your conversion tracking flow.
The easiest way to this would be to redirect the customer to a thank you page and save the conversion value and the click id/user data to the browser (via a cookie or local storage).

But there’s a couple issues:

→ You need to code in some more complex logic to prevent page refreshes sending multiple conversion events.

→ Browsers are making it harder to store click ids/purchase data.

Another common tactic is to use an automation tool like Zapier to trigger a conversion event based on a Stripe payment.

I’m a big fan of this, because you can cut out storing data in the browser completely, and don’t have to worry about the risks of purchase/user data not persisting.

But there’s still some limitations:

→ You can’t apply conversion adjustments which in my opinion is ESSENTIAL for subscription businesses where you want ad platforms to differentiate customers with high LTVs vs customers who just made a one off purchase.

→ Not all third party payment portals are supported by Zapier (although they do have good coverage).

Stay tuned for how I solve these problems!

#conversiontracking #marketinganalytics

James Patten

So often you see posts pitting two things up against each other like “broad match” vs “exact match”.

But in many cases, it’s not choosing which approach to take, but rather about deciding ‘when’ to progress from one to another.

At the end of the day, you’re feeding signals to an algorithm, and making decisions on the outputs of the algorithm.

The better signals the algorithm has before you make an adjustment, the less risk there is of results going in completely the wrong direction.

Here’s a process I used when managing ads for an online alteration service:

1) We started with exact match and max clicks to feed some data into the algorithm and get some initial results.

2) The initial results were sufficient, so we changed to the bidding strategy to max conversions.

3) After a sufficient amount of conversions, we adjusted the campaign to broad match.

The advantage of the incremental approach is by the time we had made the switch to broad match, the algorithm had been tuned on some sufficient results. 

So it was less likely to match irrelevant search queries and deviate too far from converting keywords.

A lot changes in Google Ads, but there’s some fundamentals like incremental testing will always remain the same.

#ppc #googleads #broadmatch

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