Audience and conversion measurement settings

Audience and conversion measurement settings can be very useful for your business. It can help you optimize your campaigns, track conversions, and target custom audiences effectively! Modern marketing systems use a more or less uniform approach to collect data from your website. They then use it to automatically or semi-automatically optimise your campaigns within that system. Therefore, you will most often see labels such as conversion code (or event tracking) and remarketing code (retargeting code, audience collection code).

Once this data about your website users is sent to advertising systems (Google Ads, Facebook Ads, Sklik, Criteo and others). They are obviously collected after the relevant consents. Consequently, this information can be used, among other things, to create custom audiences and target advertising or remarketing to them.

What audiences are for

A custom audience is a group of users who meet a certain pre-set condition. For instance, these can be:

  • URL visited,
  • a product visited,
  • users who have already made a purchase,
  • or anything else, because almost anything can be measured.


If you set increasing conversions (sales) as a marketing goal, you also need to measure conversions and address their long-term trend. Therefore, a conversion can be any user interaction on a page or app.

A conversion goal can be set, for example, through a click on a certain URL or through an event. For example, adding to cart or completing a purchase.


Moreover, campaigns can be created based on custom audiences. For example, for users who left an unfinished purchase in their cart, viewed a certain product type or product category, or were interested in recent blog content. 

Additionally, we can easily set up the data collection needed for conversion measurement and remarketing using Google Tag Manager and deploy it to your website. However, for more complex impelementation, the interaction of your developers and possibly the existence of a product feed for automated product campaigns is required. This is where the most common pitfall we see with our clients is a mismatch between the product codes displayed on the site and the codes listed in the product feed.

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