Conversion Tracking Google Ads

By Conversion Tracking Google Ads, advertisers can measure the impact of their Google Ads campaigns when customers make purchases, sign up for forms, etc. This feature is a powerful tool to help businesses measure conversions that occur after customers interact with ads. To better understand this tool and how to use it, don’t miss the following article from Ad Support!

About conversion tracking

Conversion tracking helps you measure actions that occur after a customer interacts with an ad, such as a purchase, newsletter signup, phone call, app download, etc. When a customer completes an action that the advertiser determines is valuable, it is considered a conversion.

Comprehensive measurement with tags helps with accurate on-site measurement in Google Ads. You can use Google tags or Google Tag Manager to measure web activity while maintaining privacy. Offline conversion import connects your CRM to Google Ads, allowing you to attribute off-site actions, such as completing a form, to ads.

In cookie-light environments, enhanced conversions allow the use of hashed user-provided data tags to ensure privacy, so advertisers can better understand how users convert. If using Google Tag Manager (GTM) to manage conversion tags, Google tags need to be implemented in GTM for advertising products. In addition to Conversion Linker and Floodlights/Google Ads Conversion Tracking tags.

How Conversion Tracking Google Ads Works

To use conversion tracking, you need to create a conversion action in your Google Ads account. A conversion action is a specific customer action that provides value to your business. You can use it to track the following types of actions:

Website actions include purchases, signups, and other actions customers complete on your website.

Phone calls include calls directly from ads, calls to a phone number on your website, and clicks on a phone number on your mobile website.

App installs and in-app actions on Android or iOS, and purchases and other activity in those apps.

When both a website and a mobile app are available, you should set up the conversion tracking feature with Web to App Connect. With this tool, advertisers can achieve desired actions such as purchases, sign-ups, and adding items to a cart. Additionally, on this interface, you can track conversion actions and receive recommendations to improve your campaigns.

To use Web to App Connect, go to your Google Ads account and click on the Tools icon. Then, click on the “Planning” dropdown menu and select “App Campaign Center” where you will reach the Web to App Connect interface.

Enter: Customer actions that start online but end offline.

Actions related to physical locations: These are actions recorded when users interact with ads specifically designed for a particular location or physical store.

The process for tracking different types of conversions varies depending on the conversion source, but for most conversion types (except offline conversions), you’ll need to add a Google tag or code snippet to your website or mobile app. Some types of conversion tracking do not require tags.

Once you have set up the conversion tracking feature, you can view conversion data for your campaigns, ad groups, ads, and keywords. By reviewing the data in reports, advertisers can evaluate the effectiveness of their ads in achieving key business goals.

Why should you use the conversion tracking feature?

By using the conversion tracking feature, you can identify which keywords, ads, ad groups, and campaigns are most effective in driving customers to take valuable actions.

Understanding Return on Investment (ROI) helps you make informed decisions about your advertising spend. By using Smart Bidding strategies (such as Maximize Conversions, Target CPA, and Target ROAS), you can automatically optimize your campaigns to achieve your business goals.

With conversion tracking, you can see how many customers interacted with your ads on one device or browser and then converted on another device or browser. You can view conversion data across multiple devices, browsers, and other conversion data in the “All Conversions” report column.

How to view Conversion Tracking Google Ads data

After setting up the conversion tracking feature, you can add useful report columns to see how ads lead to valuable customer actions. The columns in the conversion summary provide a wealth of information about your account. Choose the columns you want to display, rearrange them, and save them in your preferred order.

If you want to view Conversions and related columns, go to your Google Ads account and click on the Goal icon. Next, click the dropdown menu “Conversions” and then select “Summary.” Hover your mouse over the column headers to learn more about the conversion actions.

In the “Conversions” column, the number of conversions is shown, which includes all actions measured by conversion tracking. You can customize how conversion data is tracked in this column.

The default Conversion Goal settings are applied in your account when you are tracking a conversion action but don’t want to include its data in this column. You can deselect this setting to exclude the conversion action from the summary.

You can assign specific conversion actions to a campaign or ad group using the campaign-level conversion settings. With the Simulation Mode settings, you can select the credit level that each business receives for each conversion from your website and Google Analytics.

In the conversion counting settings, you can choose whether to count all conversions or only count one conversion per interaction.

Next to the main “Conversions” column, you can view additional related columns for more information, including Cost per Conversion, Conversion Rate, Total Conversion Value, Conversion Value per Cost, Conversion Value per Click, Value per Conversion, and Rules.

The “All Conversions” column provides data for all primary and secondary conversion actions, including special conversion sources. All conversions share the same related columns as the “Conversions” column, but metrics are calculated using the “All Conversions” column instead of the “Conversions” column. The columns include Cost per All Conversions, All Conversion Rate, Total All Conversion Value, and more.

The “Cross-Device Conversions” column provides the total number of conversions across multiple devices for all conversion actions. Cross-device conversions occur when a user clicks on an ad on one device and then completes the conversion on another device.

You can report conversions based on the time of conversion. This is useful when you are reviewing recent conversion data and comparing it to third-party reports. The columns based on conversion time include Conversion, Conversion Value, All Conversions, and All Conversion Values.

How to set up Conversion Tracking Google Ads for a website

Conversion tracking helps you measure the effectiveness of clicks on ads that lead to valuable customer actions on your website, such as purchases, registrations, or form submissions. To set up conversion tracking, you need to create a conversion action and set up a Google tag. However, you must have a website where you can place the Google tag and need developer access to add the code to the website.

Create conversion tracking actions

A conversion action is a specific customer action defined as valuable for your business, such as an online purchase or phone call. When you track conversion actions, you can see how your ads lead to meaningful actions.

To create a new conversion action, go to your Google Ads account and click on the Goal icon. Then click the “Conversions” dropdown menu and select “Summary.” Next, click on + New Conversion Action and choose Website, then click Next. Now, enter the website domain and click “Scan” to check if your website has a Google tag installed. If you don’t have the Google tag, you can set up a new tag. You can also view a list of URLs you can use to track customer actions.

Select the conversion action setup method in 2 ways:

Set up conversion using URL

This is applied when you want to track page views as conversions and do not need to customize measurement settings. With this method, you can count views of a specific webpage as conversions without customizing the tag with conversion values, transaction IDs, or advanced conversion parameters.

If you see a list of suggested URLs, you can click Accept suggestion to track one of the proposed URLs as a conversion. To add your own URL, click Add URL, then select the conversion goal that best matches the URL you want to track as a conversion. Choose the option suitable for the URL, enter the conversion page URL on your website, and click Add.

If you want to edit the settings for an added URL, select Settings. Next to Optimize goal and actions, choose the goal that the conversion should be directed to from the dropdown menu. Click the option to optimize the conversion action to determine if this is the primary action to optimize bidding for. In the Conversion name field, enter a name for the conversion you want to track.

Next to Value, choose how to track the value for each conversion. Under Count, choose how to count these conversions, and then click on the Conversion window for click-through to select the tracking time after interaction from the dropdown list. Then click the Conversion window for view-through to select the time for tracking view-through conversions from the dropdown list, and click the Attribution model to better understand the performance of your ads. Afterward, click Save and Continue.

Manual Conversion Setup

In this method, you will need to track clicks on buttons or links or customize the event tag by tracking values, transaction IDs, or custom parameters. To set this up, follow the instructions below:

Go to Create and Set Up Manual Conversions, then click +Create Conversion. Under the Optimize Goal and Actions section, select the goal that the conversion action targets from the dropdown menu. Next, click on Optimize Conversion Action to specify whether it is the primary action to optimize bidding for.

Next to Conversion Name, enter a name for the conversion action you want to track (e.g., newsletter signup). This helps you easily track and manage conversion actions in reports. In the Goal section, select the action you want to track, and next to Value, choose how to track the value of each conversion. Under the Count section, select how to count the conversions.

Then, click on Conversion Window for Clicks, selecting the time window for tracking conversions after ad interaction from the dropdown list. Next, click on Conversion Window for View-through and choose the time window for tracking view-through conversions from the dropdown list. Finally, click on Attribution Model to better understand the ad performance, and then click Save and Continue.

Setting up the Google Tag using the conversion tracking feature

When you create a conversion action using a URL, you will see a confirmation screen indicating that the conversion action is now set up or a guide to set up the Google tag if it is not yet installed. If you set up the conversion action manually, you will see instructions to add the event code or to add both the Google tag and the event code for the conversion action.

Installing the Google Tag

The Google tag places a new cookie on your domain, which stores information about the ad click that led someone to your website. If the Google tag is linked to your Google Ads account, it will use the click information to attribute conversions to your Google Ads campaigns. You must install the Google tag on every page of your website, but only one Google tag is needed per Google Ads account. To install the Google tag, you can follow two methods:

In the Google Tag Setup section, you need to select the option that best describes your situation and follow the instructions. You can use the Google tag found on the website, use an existing Google tag, or install the Google tag via a website builder or manually. The manual setup method will require individuals with advanced programming skills.

The second method is to use Google Tag Manager to set up the Google tag and track conversions. Setting up the Google tag through this tool is easier, and the steps are as follows:

Create a new Google tag: Open Google Tag Manager, select the container, and open the Tags menu to create a new tag. Then, enter the tag name at the top and in the Tag Configuration box, choose the Google tag. Next, configure the tag and, in the tag ID field, enter the tag ID. You can set additional configuration options to manage how the Google tag interacts with landing pages. These options include global parameter settings, configuration settings, shared event settings, sending data to the tag server, setting user attributes, and then clicking Save to finalize the Google tag setup.

Create a trigger: To ensure that the Google tag is activated before other triggers, click on “Triggers” and use the “Page View – All Pages” trigger, name the tag, and save the tag configuration.

If you want to set up conversion tracking manually, you need to copy the conversion ID and conversion label. Follow the instructions to set up Google Ads conversion tracking in Google Tag Manager, then click “Next” and choose “Finish.”

If you are tracking clicks on the website as conversions, you must complete an additional setup in Google Tag Manager. This is required for tracking conversion activity.

Check Google Tag

If you want to make sure that your Google Tag is installed and tracking conversions correctly, go to your Google Ads account and select the Goals icon. Next, click the Conversions drop-down menu and select Summary. In the conversion action table, find the conversion action you want to check in the Name column and look at the Status column in the same row. If you find an error with the conversion tag status, go to the Troubleshooting conversion tracking status section to resolve it.

How to improve conversion rates

If you notice through tracking and measurement that you are getting a lot of traffic from your ads but not many people buying or signing up, you need to take some steps to improve. You can use Google Ads’ free conversion tracking tool to count how many people actually buy or sign up. Also, check out this guide to improving your conversion rate:

Tracking Google Ads Conversions

Before making any changes, you should see how many conversions your ads are generating. By setting up conversion tracking, you can evaluate how well your campaign is performing after making adjustments.

Use specific keywords

Compared to general keywords, specific keywords tend to have better conversion rates. However, using specific keywords can result in your ads getting fewer impressions. When your keywords are too specific, fewer people will search for those terms. Therefore, you need to choose and use appropriate specific keywords with high search volume to increase the possibility of conversion.

Adding Negative Keywords

One of the ways to improve conversion rates is by using negative keywords. By using negative keywords, you can prevent your ads from showing up when people search for specific terms. This is useful when you want to avoid displaying ads to people who have no interest in your product or service.

Using Search Terms Report

To improve your conversion rates, it’s essential to understand exactly what terms customers have been searching for when your ads are displayed. Google Ads helps by providing a Search Terms Report, which shows you the precise search terms that triggered your ads. Based on the data from this report, you can decide to add or exclude certain keywords from your keyword list. This allows you to target the right audience by expanding or refining who can see your ads.

Add Price Information in Ads

To increase traffic from users interested in your products and services, you should add the price element to your ad text. Because when customers see the price of a product and still click on it, it proves that they are interested in buying that product at that price. This helps increase conversion rates and enhance the competitive advantage of competitors.

Contact Google Ads Experts for Consultation

Not every business knows how to properly set up and fully leverage Google Ads’ conversion tracking feature to enhance campaign performance. Especially since the conversion setup process in Google Ads can be quite complicated and time-consuming. However, you don’t have to worry about this! You can contact our Google Ads experts for assistance.

We will provide you with comprehensive consultation and guide you step-by-step on how to set up conversions in your ads. Moreover, we will offer clear instructions to help you quickly and easily apply the setup. If you also need a team to manage your campaigns, set up conversion tracking, and propose improvements to boost conversion rates, we’re here to help. Call our hotline at +84868133882 for immediate consultation and support!

This article has provided useful information about Conversion Tracking Google Ads and how to set it up. We hope this helps you understand and successfully implement it to enhance the performance of your advertising campaigns and maximize profits.

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