What is Conversions with Cart Data?
Conversions with Cart Data (CWCD) is a Google Ads tagging feature that sends data to Ads regarding which products are purchased after a consumer clicks on a shopping ad. Within Google Ads, conversions and conversion value are only tied to the product that is clicked. CWCD gives you access to a new “revenue” metric in Google Ads reporting, and that metric is tied to the product or products that were actually purchased, no matter what item was clicked from a shopping listing.
This provides an abundance of customer journey and consumer behavior data. This data should be informing your marketing strategies and business decisions at every level.
What can you analyze with conversions with cart data?
Conversions with Cart Data opens up a world of tracking opportunities. With CWCD, you can see a wide range of new data. This wasn’t previously available in the traditional method of tracking ad success. Examples of data you can now analyze with CWCD include:
- how different bidding dimensions/demographics affect cart size and average order value
- do the items that customers buy match the items that they clicked on in an ad
- if not, what they are purchasing instead
- which campaigns, adgroups, products, or listing groups are driving the sales of specific products
- which campaigns, ad groups, product listings or groups have the highest conversion rates, largest AOV, and are responsible for the highest gross profit
What are some examples of how Conversions with Cart Data can be useful for brands?
With Conversions with Cart Data, and because the tracked purchase from your website is matching to your product feed, you can break this data down by most of the dimensions that you are used to using in Google Ads reporting. For example, with this data, you can analyze:
- How often do people click a shopping listing from Brand A and end up purchasing Brand B?
- What percent of my conversion value for Category A is from actual purchases from Category A?
- When someone clicks Top Product A, what are the top 5 things they end up buying?
These types of insights are obviously incredibly helpful for brands’ media buying teams. Understanding purchase behaviors and what products are bringing in the most revenue for a business is a crucial part of effectively optimizing ad campaigns. However, the benefits do not stop there.
Our teams have also used conversions with cart data to bust customer journey assumptions, inform supply chain decisions and affect larger business moves and strategies.
ROI Revolution Client Use Case Examples for Conversions with Cart Data
One client team assumed that their customers who initially clicked on their economy brand products in ads would get to their website and be lured into purchasing a higher-quality brand based on the added quality and features that the upscale brand offers. With CWCD, our team found that most of their purchasers that clicked on ads for economy level products stayed with the economy line. That gave the client team insight into the fact that price sensitivity is higher than they thought, and that their customers might not understand the value of the higher-end brands as much as they thought initially. This allowed their marketing team to refocus the positioning and education surrounding their high-end brand offerings to more effectively communicate value and create demand.
This is just one example where understanding consumer behavior data helped a brand build large-scale business strategies to convert more shoppers into high-value customers. Never has it been easier to pair this type of first party shopping data with the exact advertising efforts that started the journey.
Brands that are not diving into this data are missing out on huge strategic opportunities to scale their business.
Can anyone use Conversions with Cart Data?
There are data requirements needed for Conversions with Cart Data to function properly. These are outlined on Google’s help page.
How should my business go about implementing Conversions with Cart Data?
Google shares implementation and testing instructions for businesses that want to start using Conversions with Cart Data. However, if you are looking for guidance on how to interpret this data and how to use it to scale your business, we recommend partnering with a team of analytics and business intelligence experts.
Interested in having conversions with cart data set up for you? Have more questions about how this data should be informing your business’ strategies going forward? Schedule a call with our analytics and business intelligence experts today.