Why should you set up conversion at the MCC level if you have more than one Google ads account?

In this article, we will not analyse the reasons for splitting advertising campaigns in different Google Ads accounts. From a technical point of view, you can run ads from different accounts without any problems. In this article, we’ll break down the benefits of Google ads cross-conversions for you as an advertiser.

For 2023, automation has become an integral part of advertising campaigns (although without automation in principle, it is impossible to launch online advertising in any year). An important condition for a successful advertising campaign is data consistency. If you use multiple ad accounts for an advertising campaign, you must agree on the goals of these advertising campaigns and combine them in the manager account.

This opens up a number of technical advantages:

1. By using fewer tracking tags, the amount of code is reduced, and the site loads faster accordingly
2. Simplified reporting. You will be able to see the effect of all advertising campaigns and their synergy for different types of conversions.
3. You avoid possible duplicate conversions when different accounts have different conversions for the same trigger.

You also get a number of non-obvious benefits:

1. The marketing team has clarity on the number of conversions that all advertising campaigns bring.
2. You can use simulations and built-in Google Ads tools such as the Performance planner to predict the impact of your ad budget change on conversions.
3. You can conduct experiments not only at the level of advertising campaigns, but also at the level of different accounts using hollistic data.

To set up cross conversions, it is best to use the current Google ads instructions.