Is It Possible To Set Up Conversion Tracking In Both Google Ads And Google Analytics?

Google Analytics uses two distinctive attribution models – the last-click model for multi-channel funnel reports and a non-direct click attribution for non-multi-funnel reports. On the other hand, Google Ads uses the last AdWords click attribution model. Essentially, this is when the last Google Ads in a conversion path acquires all the credit for the conversion.

Despite the difference in their attribution models, it’s perfectly possible to create conversion tracking in Google Analytics and Google Ads. Let’s explore how you can do this very easily.

Setting Up Conversion Tracking In Google Analytics & Google Ads

All you need to do is import conversions from Google Analytics. To save double-tracking, set up analytics, and import them into Google Ads. Set it up as secondary rather than primary because if any problems arise, at least you can detect them in Google Ads. For example, the conversions may drop or spike.

Spiking isn’t a problem, but if you spot something abnormal, you have two sets of data to look at. If Google Ads tracking isn’t working and analytics is, then at least you can compare the two.

But make sure you don’t freak out if they don’t match – there’s always some sort of discrepancy between Google Analytics and Google Ads.

Google Analytics vs. Google Ads Tracking

When you use Google Ads only for conversion tracking, this is the better one to use, as you can track how various ads perform. Instead, Google Analytics is a better choice if you use multiple channels for marketing. 

With Google Analytics, you can adjust your entiresales and marketing campaigns. Whenever a conversion transpires, rest assured that Google Analytics accredits just one channel for conversions. Typically, this is the most efficient and essential channel in the funnel.

The Takeaway

And that’s all there is to it. You can successfully set up conversion tracking in both applications, but both methods vary in the way they monitor information. Depending on your marketing objectives, you can set up either tool to track conversions. But over time, you can also set up both tracking methods to gather more info for optimisation.  

Need a hand setting up conversion tracking in both Google Analytics and Google Ads? Give us a call – we’d love to help!

Written by Uzair Kharawala

Founder of SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.