Are you interested in learning about conversion tracking and the benefits it can bring for your ad campaign? This video explains the key information that you need to know to gain the most benefits from this tool.

What Is Conversion Tracking?

With conversion tracking, it is possible for business owners to see exactly what happens after a user has interacted with an ad. For instance, you’ll be able to see whether they decided to purchase the product, contacted your business or downloaded the app itself. 

Any action that a customer completes which you determine to be valuable is identified as a conversion. 

Why Should You Use Conversion Tracking?

There are numerous benefits of conversion tracking that you should be aware of. For instance, you can see which ad groups, campaigns and keywords can be used to boost levels of customer activity. You will also be able to more effectively understand the ROI that you are gaining from your ads and make the right choices with where you are spending money. 

Conversion tracking also allows you to access new ways to use your ads, such as smart bidding strategies. This can allow you to run a more effective and efficient ad marketing campaign. 

It’s also important because you can see how many customers are interacting with your ads on a specific device or browsers and then actually converting through a valuable action on another. Ultimately, you will be able to explore cross-browser data as well as other key pieces of information related to conversions. 

How Does Conversion Tracking Work?

Conversion tracking works through a simple process. Through conversion tracking, you add a snippet of code to your website. When a customer clicks on an ad or if they view an ad, a cookie is temporarily placed on their computer or mobile. The cookie is recognised by Google, and this is noted as a conversion. 

Are you interested in getting started with conversion tracking? To do this, you’ll need a website where you can put a conversion tracking code that is known as a ‘tag.’ You also need to ensure that you have the ability to edit the website to add the tag. 

Next, you need to sign in to your Google Ads Account. Here, you will find a tools icon, and you can click ‘conversions’ under measurement. 

Select the Plus button and click on Website. You will then be able to choose the type of action that you want to track. You can choose a name for this conversion behaviour and select a description for your conversion action. 

You will then be able to choose how you track the value of each conversion and how these are counted. You can either use the same or different values for each conversion. You should use different values if you’re tracking purchases of different items with unique prices. 

Under ‘count,’ you can then choose whether you want to count one or every conversion. Every is ideal for sales, while ‘one’ will be the best choice for leads. 

Once you have done this, you can then click on the conversion window. You can choose how long you want to track conversions after an ad interaction is completed. This can be between 1 and 90 days. You can also select how long you want to track view-through conversions. 

Once you have finished with the settings, you can then select ‘create’ and ‘continue.’ Now, you need to make sure that you are setting up your conversion tracking tag the right way.  

Set Up Your Conversion Tracking Tag

You will need two code snippets to your website in order to complete conversion tracking. You will need the event snippet and the global site tag. The global site tag adds viewers to your remarketing lists if this has been set up. As well as this, new cookies will be added, which will help store information about the ad that the user clicked on to bring them to your site. There needs to be a global site tag on every single page on your website, but it’s only necessary to have one per account.

The event snipped tracks anything that should be counted as a conversion. As such, this should be on any page that you would like to track the conversions for. You will have two options when it comes to installing your tag: You can either do it yourself or use Google Tag Manager. 

It’s worth noting that not every form of conversion track requires a tag. For instance, if you are tracking phone calls, then you won’t have to worry about this. Instead, you can use a Google forwarding number to track where a call came from instead and if it was sourced from one of your ads. 

If you want to find out more about Google Ads Conversion Tracking, then take a look at these in-depth sources:

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About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
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