What Is Conversion Tracking?

With Google Ads conversion tracking, you can identify which keywords, ads, ad groups, and campaigns drive the most valuable customer activity. Using it, you’ll be able to track your return on investment (ROI) and make more informed decisions about your advertising budget.

Why Track Conversions In Google Ads?

In order to make improvements, you need to know what is and isn’t working within your account. With conversion tracking you can quickly see which campaigns are driving the most effective conversions and clicks. With this detail you can tweak keywords, budgets, bidding, and more to further optimise your campaigns. You can then apply the strategies that worked for your more successful campaigns to those that didn’t. By tracking conversions in Google Ads, you can maximise profits and save money.

How To Track Conversions In Google Ads?

In order to set up conversion tracking you will need to:

  1. Define your conversions
  2. Install the proper tracking tag
  3. Choose an attribution model. 

Conversion Types In Google Ads

Google Ads Conversion Types

Conversion tracking in Google allows you to choose from five types of conversion actions:

  • Website actions: These are the most common types of conversions in Google Ads. A website action could be a purchase, a form fill, a button click, etc.
  • Phone calls: This conversion type is also very popular for businesses who accept orders via phone calls.
  • App installs and in-app conversions: These only apply to businesses that are advertising an app. These conversion types can count app downloads or other interactions within an app.
  • Offline conversions: Offline actions may originate from an advertisement but occur offline. A customer relationship management (CRM) platform can import those tracked offline actions, such as an over-the-phone sale or in-person action.
  • Local conversions: Local conversions occur whenever someone completes an action specific to an advertiser’s physical location during or after interacting with an ad. Due to the fact that they only happen across Google’s products or services, like Google Maps, Google Ads automatically defines them for you. Getting directions, viewing a menu, and calling are examples of local actions.

To help visualise different conversion actions, here is an image from Google:

How To Set Up Google Ads Conversion Tracking

Once you have identified your target conversion goals you can create a conversion action. To do so, follow these simple steps:

  1. Sign into your Google Ads account.
  2. In the upper right corner, click into the tools menu, and select the Conversions option located under the Measurement menu item.
  3. You’ll be brought to the summary section within your Conversions view, where you’ll want to click +New conversion action.
  4. Follow the prompts to enter your domain and scan your website. This is to check if you have the Google tag installed on your site. If you don’t, you’ll receive a snippet of code you’ll be prompted to put on your website.
  5. Choose how you want to set up your conversion action. You’ll get two options: a URL setup or a manual setup.

Set Up Options

URL setup is the faster and easier option, but it only applies if you want to track a page load as a conversion.

By contrast, a manual setup allows you to track clicks on buttons and links, and customise the event tag by including conversion value tracking, transaction IDs, and other parameters.

Instructions for setting up a URL conversion can be found here, and instructions for setting up manual conversion tracking can be found here

Setting Up Your Google Tag

Setting up your Google tag is the first step to setting up Google Ads conversion tracking.

  • If your Google tag is set up and you created your conversion action using a URL you’re done and good to start seeing data on that conversion.
  • If your Google tag is not set up and you created your conversion action using a URL you’ll get a screen with Google tag set up instructions.
  • If your Google tag is set up and you created your conversion action manually you’ll get instructions to add the action’s unique event snippet.
  • If your Google tag is not set up and you created your conversion action manually you’ll get instructions to add both a Google tag on every page of your site as well your conversion action’s event snippet.

Installing The Google tag

A Google tag stores information about what a user does once they click on your ad on your site after they click on it.

A Google tag needs to be installed on every page of your website, but only one tag per Google Ads account is needed. If you want to install your Google tag, you can either paste it on your website code (instructions here) or add it via Google Tag Manager (instructions here).

Checking That Events Are Firing

Follow these steps to ensure your Google tag is properly installed and firing conversion data:

  1. Enter your Google Ads account and click the Conversions section in the upper right corner.
  2. In the conversion actions table view, you can see under the Status column how conversion actions are performing.

Analyse Your Google Ads Conversion Data

You should begin to see conversion data pull through into Google Ads once conversion tracking is set up. Add columns for conversions, conversion rate (conv. rate), return on ad spend (conv value/cost) and cost per conversion (cost/conv.) to your view to be confident you’re getting the most out of your PPC campaigns.

If you have any questions or would like to learn more about how to set up conversion tracking don’t hesitate to get in touch.