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Order value for adwords campaign conversions

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

G analytics has always shown my e-commerce transactions correctly for all sources so I can see individual order values. GA shows my adword camapigns and shows conversions which matches the number shown in Adwords .

Neither GA or Adwords shows my transaction values for conversions.

My accounts are linked and autotagging is on. The tracking code is on our thank you page after paymentand  was given to me by an Adwords manager:-

 

<!-- Google Code for New PLA Conversion Page --> <script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = 1015594253;
var google_conversion_language = "en";
var google_conversion_format = "2";
var google_conversion_color = "ffffff";
var google_conversion_label = "xXmRCJPEiwUQjfqi5AM"; var google_conversion_value = 1;
/* ]]> */
</script>
<script type="text/javascript"
src="//www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt=""
src="//www.googleadservices.com/pagead/conversion/1015594253/?value=1&amp;label=xXmRCJPEiwUQjfqi5AM&amp;gui..."/>
</div>
</noscript>

 

The manager says that he thinks Adwords is capable of reporting this but it is not his field. Should I be seeing individual transactions for each conversion and if so why am I not and how do I change it ? Any help appreciated !!!!!!

1 Expert replyverified_user

Re: Order value for adwords campaign conversions

Top Contributor Alumni
# 2
Top Contributor Alumni

Hi
Welcome to Adwords community

 

  • Neither GA or Adwords shows my transaction values for conversions: This is strange if implemented properly GA ecom tracking should show you all details of your transactions. 
  • If your accounts are linked you can import your ecom transactions in adwords 
  • Still if you want to implement your revenue in adwords 
  • If you use above method adwords will show you over all revenue from particular campaign, adgroup, keyword, etc but wont be able to show you each different transaction for that you need GA

Hope this makes sense

 

 

Regards, Nik
LinkedIn  |   @nikhilparachure | My Blog

Re: Order value for adwords campaign conversions

Top Contributor
# 3
Top Contributor

Hi,

 

In order for AdWords to be able to add up the value of your conversions, you need to supply the data. Have your shopping cart set the google_conversion_value to the actual value of your sale. How you do that depends on your shopping cart software. Check the documentation.

 

Or, you can do as Nik suggests and import your eCommerce transactions as a conversion.

 

Best of Luck!

 

Pete

 

petebardo -- Deadhead doing AdWords

Re: Order value for adwords campaign conversions

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

Hi, Thanks both for your suggestions.

I think the answer is to adjust my code to a dynamic value : "google_conversion_value to the actual value of your sale. "

However I still do not understand why I cannot: "import your eCommerce transactions as a conversion."

I did originally get offered to import a report which I did but it carries no transaction data just the value field which is £1 by default.

If I follow the suggested help method I do not see the message to import:-

"To import your goals:

  1. In your AdWords account, open the Conversions page. There is a message alerting you that you can link your goals and transactions. Note that it may take up to two days for AdWords to import your Analytics data.
  2. In the Conversion Tracking table, click Import from Google Analytics.
  3. From the list, select the goals or transactions you want to import.
  4. At the bottom of the table, click Import."

 

 

If I adjust the code so that google_conversion_value is set to the field from my cart which represents the actual value of your sale, and then unlink my accounts and then relink them, will I be offered to import the report again ?

 

Re: Order value for adwords campaign conversions

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭

Hi,

Looks as if we have conversion values showing in Adwords now by inserting our shopping cart field name into the code as per your link, so thanks for the work around. Still cannot see why Google analytics will show clicks and visits form Adwords advertising but not report conversions correctly but we have what we need in a round-about way, so thank you.

Re: Order value for adwords campaign conversions

Top Contributor
# 6
Top Contributor

Hi,

 

Analytics and AdWords attribute the conversion differently. AdWords will claim the conversion if it happens within 30 days of the original click. Analytics will attribute the conversion to the last source. So if a visitor clicks on your ad, but does not convert on the first visit, then returns to your site with a different source, say organic search, AdWords will show 1 conversion from AdWords and Analytics shows 1 conversion as organic.

 

Use the Multi-channel sales funnel report to try to reconcile these differences.

 

Best of Luck!

 

Pete

 

petebardo -- Deadhead doing AdWords

Re: Order value for adwords campaign conversions

Top Contributor Alumni
# 7
Top Contributor Alumni

HI

Just to add to Pete's great response,  I would like to correct one point "Analytics will attribute conversion to last non direct source" 

So if user path is Referral >> Adwords >> Direct the attribution will be given to Adwords

Hope this helps

Regards, Nik
LinkedIn  |   @nikhilparachure | My Blog

Re: Order value for adwords campaign conversions

Top Contributor
# 8
Top Contributor

Hi Nik,

 

Thanks for adding that piece. I know that's what Google says, but I am really a bit confused by the multi-channel funnels/top conversion paths report. It shows Direct as a source after an AdWords click.

 

I have a conversion path that looks like this:

 

Direct × 3 >Paid Search >Direct × 4 >Paid Search >Direct × 6 >Paid Search × 2 >Direct × 2
 
And another:
 
Direct × 3 >Paid Search >Direct × 4 >Paid Search >Direct × 2
In these cases, what source does Analytics actually attribute? The documentation says it should be "Paid Search".
 
Pete
 
petebardo -- Deadhead doing AdWords

Re: Order value for adwords campaign conversions

Top Contributor Alumni
# 9
Top Contributor Alumni

Hi Peter

In 1st case the conversion attribution will go to paid search and campaign/adgroup/keyword from which 2nd click of  (Paid Search × 2) this channel 

In  2nd case the conversion attribution will go to Paid Search and campaign/adgroup/keyword of last channel before Direct x 2

 

But in case of multi channel funnels this attribution model is disregarded and it will show direct as last visit, but in some google accounts there is also attribution modeling available where you can attribute %values to each or any channels you want.

Regards, Nik
LinkedIn  |   @nikhilparachure | My Blog