Conversion tracking can help you see how effectively your ad clicks lead to valuable customer activity on your websites, such as purchases, sign-ups, and form submissions.
This blog explains how to create a conversion action to track customer actions on your website.
Here’s what you’ll need before you can set up website conversion tracking:
- A website: This is where you’ll put the conversion tracking code, called a “tag.”
- Ability to edit websites: Either you or your web developer will need to add the tag to your website.
This article goes right to the setup instructions. Read about conversion tracking and learn more about how it works and why to use it.
Set up Your Conversion Tag
If you created your conversion action using a URL, you’d see one of the following screens:
- If you’ve set up a global site tag, you’ll see a screen confirming that your conversion action is now set up.
- If you haven’t set up a global site tag, you’ll see a screen with instructions to set up your global site tag.
If you set up your conversion action manually, you’ll see one of the following screens:
- You’ll see instructions to add an event snippet if you’ve set up a global site tag.
- If you haven’t set up a global site tag, you’ll see instructions to add both a global site tag on every page on your website and an event snippet for this conversion action.
Why Should You Use Conversion Tracking?
As we’ve mentioned before, the ultimate reason for conversion tracking is to see how effective your ads are in terms of consumer interactions and your conversion goals. When tracking conversions, you’ll be able to:
- See which keywords, ads, ad groups, and campaigns perform best at driving the conversions you are looking for.
- Understand your return on investment (ROI), enabling you to make better-informed decisions about your advertising spend for your next campaigns.
- Use different types of Smart Bidding strategies that will help you automatically optimize your campaigns according to your conversion goals.
- Get a clear image of the path your customers are taking before they convert. This could be across (i.e.) different devices and/or browsers.
How Does Conversion Tracking Work?
Conversion Tracking starts with creating a Conversion Tracker by selecting a conversion action in your TNA Suite or Google Ads account. You can use conversion tracking to track the following kinds of actions:
- Website actions: Purchases, sign-ups, and other actions that customers complete on your website.
- Supported in Google Search Autopilot
- Phone calls: Calls directly from your ads, calls to a phone number on your website and clicks on a phone number on your mobile website.
- Supported in Google Search Autopilot
- App installs and in-app actions: Installs your Android or iOS mobile apps and purchases or other activity within those apps.
- Import: Customer activity that begins online but finishes offline, such as when a customer clicks an ad, submits a contact form online, and later signs a contract in your office.
- Local actions: Actions that are counted whenever people interact with an ad specific to a physical location or store.
Technically, the conversion tracking process works differently for the various types of conversions. For each type, aside from offline conversions, however, it usually works like this:
- Conversions tracked with manually placed tracking tags
Add a conversion tracking tag, or code snippet, to your website or mobile app code. A temporary cookie is placed on a computer or mobile device each time someone clicks on your ads from the Google Search results page.
Once the person completes the conversion goal you’ve predefined, the conversion tracker will recognize the placed cookie and record a conversion.
- Conversion tracked without manually placed tracking tags.
You won’t have to manually place a tag on your website or mobile app for some types of conversions. If you want to track phone call conversions from your call extension or call-only ads, you can use a Google forwarding telephone number. When this number from your ad is used, you’ll be able to track details like call duration, call start and end time, and caller area code.
This can also be done with app downloads and in-app purchases from the Google Play store.
After successfully setting up conversion tracking, you’ll be able to track conversion data for your campaigns, ads groups, ads, and keywords – helping you to understand better how your advertising efforts help you achieve your business goals!
Now that you’ve got a good understanding of conversion tracking, it’s time to set up conversion tracking for your Google Search Autopilot campaigns.