How to Assess the Size of Your Keyword Pool

Getting Started

Ensuring that visitors see a unique number from the pool placed on your site is crucial to the validity of your data. For this reason, your pool needs to contain enough numbers to cover all of your site’s visitors that you’d like to track. The amount of numbers is set during number pool creation but can also be adjusted for any existing pool.

For detailed steps on creating a new keyword pool, see this help article.

What does misattributed data look like?

If your pool is too small and two visitors see the same tracking number, misattribution occurs–the information acquired on one visitor may be applied erroneously to the other.

For instance, if your pool is set to track a specific source, this can misrepresent visitors’ session browsing data and lead to false impressions on how they are interacting with your site, including their visit history. It would be a grave error to misinterpret a repeat visitor as a brand new one.

More broadly, if your pool is set to track all visitors regardless of source, you may see instances such as a visitor coming through an ad being labeled as coming to your site directly, which would then affect conversions in your ad platform. Misjudging the strength of your marketing channels based on incorrect data can have dire consequences.

Determining size by measuring site visitors

By using Google Analytics to view your site’s traffic, you can use the following rule to decide how many numbers should be in your pool:

The number of peak hourly pageviews divided by four equals the size of your pool.

For instance, if your highest number of simultaneous pageviews is 100, your pool would be 25. This is meant to cover all traffic situations your site sees, hence basing it off the maximum number of page views it receives.

While the rule above covers many usage instances, your business’s needs may vary. For instance, while we generally recommend charting hourly pageviews over the previous two weeks, a seasonal business may instead be better served by charting their peak season instead. Tailor these instructions to fit your needs as necessary.

Note: Four is the minimum amount of numbers that can be in a given pool. Lower amounts have been found to negatively impact tracking quality.

Log in to Google Analytics and use the following steps to arrive at your pool number:

  1. Filter down to the relevant segments. (For example, if you are only tracking Google Ads visitors with your keyword pool, only view traffic for Google Ads visitors.)

  2. Chart your traffic hourly for the past two weeks.

  3. Find and click on your peak hour and divide that number by four. This will give you an idea of how many numbers you need.


How to adjust the size of an existing pool

Your keyword pool can always be adjusted to accommodate changes to traffic. Use the steps below to increase the amount of numbers in an existing pool.

Note: Lowering the amount of numbers in your pool must be handled by our support team. Please contact them here to have this action completed.

  1. Click Analytics in the navigation bar on the left.

  2. Click Tracking at the top of the page.

  3. Choose the company whose keyword tracking pool you'd like to update.

  4. Click the Pencil icon at the right end of the keyword pool's row to access its configuration.

  5. On the configuration page, click the Pencil icon in the upper-right of the Number Pool Options menu.

  6. Under Pool Size, click the drop-down menu and select the amount of numbers to increase the pool to.

  7. Click Save at the bottom of the section.