The measure of conversion is complicated. More devices, channels and touchpoints mean that data is exploding, yet inter-device behavior and the use of different identifiers, such as cookies in browsers, can make measurement on the web.

With all this vagueness comes a thought that could keep you awake at night: You might not see all the conversions driven by your marketing. They always happen, but you might not capture them in your stories.

As a performance marketing specialist, I am frustrated every time my measure is incomplete. Lost conversions are pretty much the saddest thing I can think of, but Google (my employer) has measurement tools designed to help you get the most out of your conversion tracking.

Tracking all possible conversions in AdWords

Back in the office era, advertisers simply installed a conversion pixel on their payment page, and the combination of redirects and third-party cookie readings at the time of conversion enabled them to capture performance.

[Read the full article on Search Engine Land.]

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About the author

1510865485 594 7 google tips to supercharge shopping ads - For every conversion to count, count each conversion

Matt Lawson is the marketing director of performance ads for Google, responsible for a broad portfolio of advertising products including search, shopping, viewing and analysis.