{"id":25108,"date":"2015-08-26T11:23:29","date_gmt":"2015-08-26T09:23:29","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=25108"},"modified":"2023-02-27T14:24:00","modified_gmt":"2023-02-27T14:24:00","slug":"google-adwords-conversioni-totali-stimate","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/google-adwords-conversioni-totali-stimate\/","title":{"rendered":"Google AdWords e le conversioni totali stimate"},"content":{"rendered":"<p>Le <strong>conversioni totali stimate<\/strong> rappresentano un nuovo strumento a disposizione degli utenti di Google AdWords che consente di quantificare in modo preciso e incontrovertibile le conversioni che cominciano sul web e si concludono in un&#8217;applicazione, cos\u00ec come le conversioni che cominciano in un&#8217;applicazione e si concludono sul web. Per il momento questo strumento \u00e8 stato offerto unicamente per le campagne relative alla rete display. Le conversioni totali stimate funzionano sia se il clic viene effettuato sullo stesso dispositivo in cui ha luogo la conversione, sia se viene effettuato su un dispositivo diverso.<\/p>\n<p>Vale la pena di ricordare, come ha fatto Google annunciando la novit\u00e0, che le <strong>conversioni cross-device<\/strong> dipendono da dati aggregati, e quindi anonimi, che provengono da una serie di <strong>utenti scelti a campione<\/strong> tra coloro che risultano iscritti a uno o pi\u00f9 servizi del colosso di Mountain View. Dopo che sono stati estrapolati, questi dati vengono sfruttati per avere una rappresentazione di tutta la popolazione. Nel caso in cui si possieda una applicazione, viene richiesto di impostare il <strong>monitoraggio delle conversioni per le attivit\u00e0 in-app<\/strong>, sia che si utilizzi il sistema operativo Android, sia che si utilizzi il sistema operativo iOS: cos\u00ec facendo, tali intuizioni vengono incluse tra le conversioni totali stimate.<\/p>\n<p>Esse, per altro, sono molto importanti per verificare in che modo le campagne AdWords siano in grado di incidere sulle conversioni tra device differenti e al tempo stesso per rendere le <strong>offerte mobili ottimizzate<\/strong>. Infatti, sulla base dei dati relativi alle conversioni totali stimate si ha l&#8217;opportunit\u00e0 di stabilire gli importi per le offerte, non solo per le campagne che sono destinate agli smartphone e agli altri dispositivi mobili, ma anche per le campagne che sono destinate al desktop. Cos\u00ec, l&#8217;inserzionista ha a propria disposizione uno strumento che gli permette di capire il contributo alle conversioni riguardanti un annuncio specifico proveniente da smartphone, tablet e desktop. Per le conversioni cross-device si ricorre all&#8217;<strong>attribuzione dell&#8217;ultimo clic pagato<\/strong>: in altre parole, le conversioni sono attribuite all&#8217;inserzione destinataria dell&#8217;ultimo clic effettuato dall&#8217;utente prima di completare un acquisto (o eseguire l&#8217;azione desiderata: per esempio, scaricare un&#8217;app o spedire un modulo di contatto).<\/p>\n<p>Sul blog <strong><em>adwords.blogspot.com<\/em><\/strong> Google ha spiegato tutti i dettagli della novit\u00e0 in un post intitolato &#8220;Get richer insights by measuring display ads across apps and the web&#8221;. Nel post viene fatto notare che oggi le persone vivono le proprie esistenze sempre pi\u00f9 online, in apparenza spostandosi da un sito a un altro, e da un&#8217;app a un&#8217;altra, per fare shopping, ma anche per divertirsi o per comunicare. Ecco, quindi, che le conversioni totali stimate hanno proprio lo scopo di consentire ai commercianti di capire se e in che modo le campagne funzionano.<\/p>\n<p>Le <strong>Estimated Total Conversions<\/strong> &#8211; per usare il termine inglese &#8211; si adattano a una grande variet\u00e0 di contesti. Per esempio, per un rivenditore di capi di abbigliamento: gli utenti potrebbero cliccare su un annuncio relativo a un paio di jeans tramite il loro smartphone mentre stanno leggendo una notizia in un browser, per poi completare l&#8217;acquisto dei jeans in un secondo momento tramite l&#8217;app del negozio, sempre sullo smartphone. Ecco, quindi, che le conversioni totali stimate offrono al rivenditore la possibilit\u00e0 di <strong>misurare le conversioni<\/strong> che avvengono tra il web e le app. E ci\u00f2 pu\u00f2 valere per qualsiasi tipo di attivit\u00e0: per la prenotazione di una camera in albergo, per l&#8217;ordinazione di cibo da asporto, per l&#8217;acquisto di gomme per auto, e cos\u00ec via&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le <strong>conversioni totali stimate<\/strong> rappresentano un nuovo strumento a disposizione degli utenti di Google AdWords che consente di quantificare in modo preciso e incontrovertibile le conversioni che cominciano sul web e si concludono in un&#8217;app&#8230;<\/p>\n","protected":false},"author":4,"featured_media":25435,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[154,273,220,426,366],"class_list":["post-25108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-conversioni","tag-adwords","tag-mobile","tag-multicanale","tag-smartphone"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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