Measure Results with AdWords Conversion Tracking
Conversion tracking allows AdWords advertisers to track specific actions or 'Conversions' on their websites that resulted from AdWords traffic. These conversions can be sales, signups, page views or other actions that you want to track. Tracking works through piece of code that is placed on a confirmation page on your website. A confirmation page would be the page that appears after a desired action has taken place. The code placed on this page is recognized and the conversion is recorded in the AdWords User Interface.
This inforation is so helpful becuase webs leads are reprted in the AdWords User Interfeace right down to the keyword level giving you plenty of visibility into what is working and what is not so you can better optimize your account.
Why Use AdWords Conversion Tracking?
So you can track your return on investment or track actions so you can better analyze performance. With each click costing money you should do everything you can to track any sales/signups/leads to analyze your return on investment. Take this conversion data and formulate cost per lead, cost per sale, cost per signup date and evaluate your AdWords Return in Investment.
When to use Conversion Tracking
Any chance you have. If you make sale or encourage visitor to contact you via your website then these conversion should absolutely be tracked. When tracked, these conversions will appear in your adwords user interface filtering down from Campaign to the Keyword level. This conversion data is extremely important because it allows advertisers to get a better handle on what is working and what is not, as well as understand your AdWords cost per conversion.
Conversion Tracking can be customized to fit your particular needs. The screenshot below given an example of the process you will be guided through.
Once this process is complete you will be presented with the code and instruction on where to place it on your confirmation page. If you do not do your own website editing then use the interface to create the code and email it directly to your web designer.
Tips on using Conversion Tracking
- Once Conversion Tracking setup is complete run a test conversion. You will need to click one of your live ads and complete the action you want to track, select an inexpensive keyword for this test. You can verify that your conversion tracking is working by checking the Tools & Analysis > Conversions section of your account. I have found that the first test conversion can take up to 24 hours to be verified, so be patient. Once that first conversion is tracked data will update regularly.
- Setting up your Conversions Tracking Code
- Checking your Conversion Tracking Code
- Understanding Conversion Tracking Reports
Contributed by: +Kim Clinkunbroomer
Partner, Head of Paid Search at Philly Marketing Labs, Google Premier Partner, AdWords Top Contributor 2006 to present. Our goal at Philly Marketing Labs is to provide our Clients with the highest level of service to help reach their goals and grow their businesses. Contact: firstname.lastname@example.org 847-361-3057 http://www.phillymarketinglabs.com
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