Meta’s custom conversion feature means we could create metrics within the platform that allowed us to track the number of people who had landed on the website from using a search engine, such as Google, after seeing or clicking on one of our Meta ads.
This works by setting up custom conversions using the ‘referring domain’ and ‘URL contains’ parameters and inputting filters to ensure we only pick up website visitors who came through search domains. Depending on how your paid search URL tracking is set up you can split this simply into ‘paid’ and ‘organic’, or you can dig deeper and split them by campaign types, e.g., ‘brand’, non-brand’ and ‘performance max’.
For Funko we split these into individual conversions by campaign types, ‘brand’, non-brand’ and ‘performance max’, as well as ‘organic’. This means we can see how our ads are driving different types of searches.
We also set up a retargeting campaign using an audience of people who had searched on Google and landed on the website from a paid ad, meaning we could continue to target customers who are highly engaged in our products after they had typed in a search and visited the website but failed to make a purchase.
