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30 AdWords Tips in 30 Days - Day #4 - Track Conversions

One of the advantages that AdWords has over some traditional channels of advertising, such as TV, is that via online tracking, AdWords advertisers can receive almost immediate feedback on the effectiveness of their Campaigns.

 

Tip #4 - Track Conversions

 

Any advertiser who invests in AdWords advertising should always track their Conversions.  Tracking Conversions helps advertisers:

  • Know what's working/not working
  • Understand their overall ROI  -and-
  • It gives them insights into behavior of their target audience.

 

When advertising via AdWords, there are three main ways advertisers can setup Conversion Tracking -

 

  1. AdWords Conversion Tracking - AdWords Conversion Tracking works by placing a pixel on a confirmation page (such as a purchase or contact us form); every time that page loads, a Conversion is reported in AdWords.  The AdWords Conversion Tracking Code can even be customized to report revenue from an eCommerce transaction and/or calls to your business from mobile devices.
  2. Importing Google Analytics Goals and Transactions - If you've already setup Goals and eCommerce Tracking in Google Analytics, you can import your Goals and Transactions into AdWords and have them reported as Conversions.  Importing Google Analytics Goals is great for advertisers who use Event Tracking or other custom Goals that you've setup inside of Google Analytics. 
  3. Third Party Analytics Tracking - If you're using a third party web analytics tracking program, you can consult with their support and help documentation to determine how to track AdWords traffic in the respective program.  Typically this will require you to add Tracking Parameters to your Destination URLs, and add code/pixels to your site.  Setup and implementation will vary by provider.

Recommendation

 

Again, you should always track your Conversions for your AdWords Campaigns, but the program you use to track Conversions will vary depending on your Conversions, your technical resources, and how you want to see data reported.  

 

If it works for your Goals, I always recommend at least implementing AdWords Conversion Tracking or Importing Google Analytics Goals.  Having one of those two methods setup will allow you to see performance data inside of your AdWords Account, and give you the opportunity to use bid enhancements such as Conversion Optimizer and AdWords Flexible Bid Strategies.

 

 

about Brian Valentini

Chicago-based husband and father who likes sports, traveling, and laughing. Excited about the field of Digital Marketing, especially Paid Search. Work-life = Vice President/Director of Search Marketing at DigitasLBi, a global digital marketing and technology agency.

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