AdWords Conversion Tracking
A conversion is an action a customer takes on your website that has value to your business, such as a purchase, sign-up, phone call or viewing a key page. These actions are known as conversions because someone’s click converted to a customer or a lead for your business. You will learn how conversion tracking works and how Google protects your customers’ privacy and security.
So why is it so important to track conversions? One reason is to make a connection between your ads and keywords and the goals of your business. Whether you want people to make more purchases or sign up for your newsletter, conversion tracking can show you which components of your campaigns (or your campaigns themselves) are helping or hurting your efforts to meet those specific goals.
Another major reason to track conversions is that it will help increase your ROI. With this AdWords feature, you can see which keywords bring you the most business, and which ones don’t. This enables you to make wiser investments in the keywords that help your business, and avoid the others.
Step-By-Step Conversion Tracking Setup:
To set up conversion tracking for your website simply follow the steps below.
1. Log in to your Adwords account and click on the Tools and Analysis tab.
2. Click on the Conversions link.
3. To add a new conversion type to your campaigns, select the +Conversion button
4. You’ll be taken to the page where you will select your conversion settings, such as:
- Conversion Name: Choose the name of your conversion. It’s a good idea to name the conversion by what you are tracking. If you’re tracking web form submissions, you may want to call it “Web Form Submits,” or, “Thank You Page,” if visitors are redirected to a thank you page after a web form submission
- Source: Here, you can choose whether you are tracking a web page, phone call, or app download depending on what you’re targeting as a conversion.
5. After you choose your options and click Save and Continue, you’ll be taken to the next page where you’ll have the following options from which to choose:
- Conversion Category: Here, you can choose the best option that describes the conversion type you are setting up.
- Page Security Level: On this screen, you can choose whether the page you will be tracking is protected by SSL. In the case of most e-commerce purchase conversions, many of the checkout pages have HTTPS web addresses, so you’d want to choose HTTPS from the dropdown menu. If it’s not an HTTPS secured page, the HTTP option should be chosen.
- Markup Language: In most cases, you can leave this in the default setting (HTML).
- Conversion Value: The value of the conversion can be used to see the ROI for conversions that you are tracking in the Adwords interface. If you know every conversion has a set value, you can enter it here. If conversions can have different values (such as an e-commerce store where people may buy multiple items), you can enter anything in this field, then replace it with a dynamic variable from your shopping cart software so that the value for each conversion will be shown within Adwords.
- View-through Conversion Window: This will determine the length of time a visitor will be tracked and counted as a conversion if they complete the specified action. Typically, choosing the longest period of time (30 Days) is best for many businesses.
- View-through Conversion De-duplication: This setting basically affects how view-through conversions are tracked and reported. A view-through conversion is when a visitor sees your ad and does NOT click through to your website, but later arrives at your website and completes a conversion.
6. Once you’ve selected these options, click the Save and Continue button
7. On the next page, you’ll receive the code from Google to install on the page(s) you want to track. You can choose the first option, which will allow you to send an email with the instructions to your webmaster.
If you are the webmaster, or are installing the code yourself, select the second option and copy and paste ALL of the code in the box and install on the page(s) you want tracked. If you choose the second option, be sure to place the code between the <body> </body> tags on the pages you wish to track to ensure the tracking can be verified.
8. Once the tracking code is installed, you can try a test conversion on your site to make sure it’s installed correctly. Please note, conversion tracking is not in real time and may take up to 24 hours to be reflected in your Adwords account.
Want more in-depth advice on setting up Conversion Tracking? Call us and we’ll be glad to help you. Next, find out how Google Analytics also helps you analyze the behavior of your online customers.