- You post an ad that creates a set of expectations.
- The user reaches a landing page that feeds those expectations.
- The user makes an account.
- The onboarding is finalized when that set of expectations is fulfilled.
By comparing your AdWords campaigns, you will be able to optimize your marketing efforts and budgets. And the way to optimize the these campaigns is by setting the right expectations for your clients.
In order to analyze the campaigns you need to have the correct number of onboarded users. There is a catch though. AdWords doesn’t automatically calculate this metric for you.
At InnerTrends we managed to export this data to AdWords, but realized that sending conversion data about onboarded users to AdWords is not as easy as it might sound. Because most often the onboarding process does not happen in one single session or on the same device, we needed a method to send the data server side.
Using the AdWords API we created an automated process that uploads conversions to AdWords every time a user who was brought by a campaign finishes the onboarding process.
This way, AdWords campaigns can be optimized for quality, not only quantity.