Everything You Need to Know About Conversion Tracking
So you started advertising with Google AdWords and your click through rate is doing well. Good job! That is a great achievement on its own.
Now for the hard questions. Do you know which channels your sales generated from? Do you know which ad generated the most money? If you don’t, then it’s time to set up conversion tracking!
AdWords conversion tracking allows you to gauge the effectiveness of your advertising efforts to determine which campaigns, adgroups, ads, and keywords are generating the most sales.
Conversion tracking is a free tool provided by Google that allows you to see what happens after a customer clicks on your ad. You can track whether visitors purchase your products, sign up for your emails, call you, or download one of your guides. It provides invaluable insight into your online business and can help you focus your marketing dollars in the right place.
Why should I use conversion tracking?
When you have conversion tracking set up correctly, you can find out which keywords, ads, ad groups or campaigns are doing best and which are driving more revenue.
You will also be able to understand where your ROI is coming from and make informed decisions about your marketing investment.
How does it work?
Conversion Tracking starts once you have created an AdWords account. Depending on the type of conversion that you are tracking, the setup process will be slightly different. Before you can start tracking conversions, you must decide which type of conversion you want to use.
You are able to track the following:
• Website visits
• Specific Page Visits
• Phone calls
• Link Clicks
How is this done?
In order to track your results, you will have to add a snippet of code to your website.
This code will place a temporary cookie on the visitor’s computer as soon as they click on your ad. Once they complete the action you want them to take, the system will record the conversion.
There are two main ways of counting conversions; conversions and converted clicks. Both can be seen in the tracking reports within Google AdWords.
This metric tracks total conversions across the actions you’ve chosen to include. It shows you how many times your ads resulted in customers completing an action you’ve defined as valuable, such as sales or leads.
Converted clicks are the number of clicks that convert within your chosen conversion window (typically 30 days). This is how many clicks resulted in one or more conversion actions of your choice. A converted click is counted for every action, even if the same person generates multiple actions.
Important tip: If you want to track multiple kinds of conversions, set up different conversion actions for each type you would like to track. If you need help doing this, a Click Convert Conversion Expert would be happy to assist you!
Now that you have the basics of tracking down, we strongly advise you have a look at your conversion metrics to see how your ads are doing. Here’s to you get started:
Creating the Conversion Tracking Code:
1) Log in to your Google AdWords account.
2) Go to Tools › Conversions, and click + Conversion.
3) Enter a name in the Conversion name field. I would recommend ‘Sale’, ‘Lead’ or ‘Signup’ depending on whatever action you are choosing to track.
4) Click Save and continue.
Use the following settings:
1) Click Save and continue.
2) Click ‘I make changes to the code’, then copy the code that displays.
3) Paste code onto your order complete or Thank You page. We would recommend adding the conversion value as well. This will allow you to track a value such as revenue instead of just the number of conversions.