MSN adCenter - New Conversion Tracking Options
MSN Conversion Inflated
Most marketers and agencies probably never noticed, but MSN’s tracking has always been unreliable. Here at LeadQual, we knew about this problem because we do what we can to trace every click down to the conversion or sale. We try to de-dup our tracking efforts and match the numbers just to be sure what we report is accurate.
Microsoft’s adCenter conversion has always been inflated, the script often firing multiple times each time a person would refresh the page, reopen the conversion page (bookmarking the receipt page) or back into the page. This causes major pains when trying to analyze the performance.
LeadQual Implements MSN Conversion Hack
Here at LeadQual we spent time and resources to implement a code hack into our conversion codes in order to more accurately record conversion data. It de-duped the data for such refreshes or accidental reopening of the page. It made us proud to know that we had a solution for this tracking issue that most people were not even aware of.
The New Conversion Tracking Options
Well that felt good while it lasted. Good news for everyone, MSN has finally caught up. They announced new tracking options that would allow the user to track utilizing different methods.
Option 1: Count one conversion per click
Option 2: Count one conversion per unique URL
Option 3: Count All (this was what it was by default before)
Woes of Microsoft
Of course it wouldn’t be Microsoft, if they didn’t make this difficult for you to implement. There is no check box you check off. Rather you have to insert couple lines of code into your conversion tracking code. Not difficult, but why not just have a check box? Baffling.
Also it is peculiar that this news wasn’t widely announced or broadcasted. I happen to find a blog post during my daily SEM readings that linked to the adCenter info page. Couldn’t Microsoft put up a notice on their sign in page announcing these new options? We think it’s a pretty big deal. Again Baffling. But not THAT Baffling. I had to go through about 30 screens to install Microsoft adCenter Desktop as opposed to clicking one file for Google. And MSN adCenters UI? Don’t get me started.
[Did I mention LeadQual is well known by the search engines for their great constructive feedback for all things SEM? Beta Tests, UI you name it, we've listed many areas of improvement. It's a love-hate relationship.]
Link to MSN adCenter - New Conversion Tracking Options
Paul Lee
Director of Online Marketing
LeadQual - SEM
Tags: Adcenter, Microsoft, MSN, Search Engine Marketing, SEM
