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Conversion Tracking for Websites – How to Implement

What is Conversion Tracking?


If you haven’t got Conversion Tracking installed by now then there is a very good chance you are missing out on essential data. Conversion Tracking allows you to identify which parts of your Google AdWords account are contributing sales and / or leads to your business which means without it you could essentially be marketing blindly.


With this information you are able to determine whether your marketing goals are actually being achieved, which areas of your account need to be worked on and how valuable AdWords is to your business as a whole. Granted, Conversion Tracking isn't necessary for every business (such a branding campaign for example) but there is a good chance that you could benefit from using Conversion Tracking today!


Generating the Code


So how do you get this implemented I hear you ask? Well primarily we need to create the conversion tracking code snippet.


 Tools and Conversions AdWords.png


Your first step is to login to your Google AdWords account, locate the Tools drop down menu towards the top of the page and then select Conversions. The next page will present you with a red button with the text + Conversion, hit this and give your conversion a name on the next page before clicking on Save and continue. You will now be on the settings part of your conversion tracking code snippet where customisations can be made according to your own personal requirements.


New Conversion AdWords.png


The first of these customisations is Conversion value where you have the ability to assign a monetary value to each conversion for the purpose of quick ROI calculations for example. You can either choose a fixed or dynamic value but bare in mind that the latter involves some code modifications and can become a little tricky. For the likes of general lead conversions you can alternatively choose to not assign a value.


The next selection is Count where you have the ability to define whether you want to track All conversions or Unique conversions. Again this is a matter of preference depending on your marketing goals but one example might be where you are only interested in individuals completing a form on your website, a repeat completion isn't valuable to you so you would choose to only count unique conversions.


The Conversion window allows you to decide how long a tracking window exists before a conversion is no longer recorded. Let’s say someone clicks on your ad whilst browsing for a vacation package in preparation for their winter holidays, they then leave your site but return over a month later via your organic listing to purchase the package. The default 30 day window would have missed out on this conversion which is why the setting option is there for you to expand the time.


The Conversion category is simply a quick way for you to organise your statistics if you have various types of conversions on a site for example. It helps to differentiate between Sales, Signups, Leads, etc.

Hit Save and continue once again and your code snippet is ready to go!


Conversion Settings AdWords.png


Adding the Code to Your Website


With the code generated you are ready to add it to your website. First click on I make changes to the code and you will be presented with the snippet along with instructions which state that you need to paste the code between the <body></body> tags of the page you’d like to track.


The question is, which page are you wanting to track? Typically this is on a “Thank You” or “Confirmation” page which visitors can’t typically reach without filling in a form or completing a purchase for example. So simply identify that particular page, get behind the scenes to the code and paste your newly generated conversion tracking code between those body tags!


It's natural to be curious (and impatient in some cases) as to finding out whether your conversion tracking code is actually working. This article in the Help Centre will help you out in this department.

about Scott Dunroe

I have been managing AdWords accounts for over 8 years now at an international marketing agency level and also as a freelancer. I am very passionate about Google&#39;s PPC platform and pretty much anything else that is Google related. My theory in life is to learn something new every day and this community is definitely a good place to do so; I would recommend anyone reading this to stick around as it&#39;s an excellent source of information with great people contributing to it.

Rahul G
September 2014

Very well explained article, Thanks for sharing!

Mini-CM Community Manager
September 2014

Very lucid explanation. Thanks for posting Scott. 

Neha Gupta Top Contributor
September 2014

Very well explained! Thank you Scott!

John H
October 2014

Most helpful information I've read so far. However, I have a couple of quick questions:


1, Google's documentation makes it sound like you must have Call Extensions enabled to use this feature. Is that true? My landing pages are self segmenting and I'd rather not have people call from the ad, so Call Extensions aren't wanted or needed.


2. Are these toll-free numbers? Are there local number options?