The big picture of performance
When evaluating the performance of your online shop and the ads you are running on Google, it’s important to consider the full journey of a customer that is acquired through SEA and then makes a purchase.
It begins with their search on Google:
First, they search for something on Google.
They see your ad (or you appear organically) in their search results.
They click on the ad or organic link
Then the journey moves to your website:
They browse your online shop and find some products that they like.
They add products to their cart.
They head to check out.
And finally, they enter their payment details and complete the purchase.