One of the main benefits of Google Adwords is that you can track success and failure in real time. This allows you to decide on your future steps with regard to a certain keyword or marketing campaign. The Adwords conversion tracking setup is easy to configure and implement.
Conversion tracking is a powerful tool in Adwords that lets you identify how well your ad campaign is generating leads, sales, downloads, email sign-ups, and other key actions for your business. Depending on your business, a conversion could be when a customer performs a desired call to action. After you've identified what customer actions you want to track as conversions, it takes just a few simple steps to get conversion tracking up and running for your campaign. They are as follows:
Adwords Conversion Tracking Setup for Website
The process involves generating a HTML code in Adwords to paste into the final page of your funnel. This is usually your thank-you page (the webpage on your site that customers visit immediately after completing the required action).
Step 1: Create a conversion action
- Sign in to Adwords account.
- Click the Tools tab, and select ‘Conversions’ from the drop-down menu.
- Click the +Conversion button.
- You'll now see options for the different kinds of conversion sources you can track.
- Your choices are:
- Webpage. (If you want customers to complete an action on your webpage such as an online purchase, contact form submission, etc.)
- Call on-site. (If you want customers to call the phone number on your site from a mobile device.)
- App download. (If you want customers to download your app).
- Import. (To track offline and online conversions by uploading data from another system)
- Select webpage from the options and you will come across the screen shown below.
- In the "Name" section, enter a name for the conversion action you'd like to track. This is purely for your understanding and will help you recognize this conversion action later in conversion reports. Click Done.
- Click Value. Select how to track the value of each conversion:
- Each time it happens, the conversion action has the same value. Enter the amount each conversion is worth to your business.
- The value of this conversion action may vary. Use this option if, for example, you’re tracking purchase of products with different prices. Later, when you add your conversion tracking tag, you’ll need to customize your tag to track transaction-specific values.
- Don't assign a value.
This could really help in calculating ROI easily.
- Click Count. Select how to count your conversions:
- Every: this setting is best for sales, when every conversion likely adds value for your business.
- One: this setting is best for leads, such as a sign-up form on your website, when only one conversion per ad click likely adds value for your business.
- Click Done.
- Click Conversion windows. Select options for each of the following:
- Conversion window: select how long to track conversions after a user clicks an ad. The window can be 1 to 90 days.
- View-through conversion window: select how long to track conversions after someone sees a Display Network ad. The window can be in as short as 1 day or as long as 30 days.
- Click Category. Select the category that best describes your conversion. You can use this category to segment your conversion reports. You can always change it later. Click Done.
- (Advanced) Click Include in "Conversions." —selected by default— Uncheck this setting if you don't want to include data for this action in your "Conversions" reporting column. If you uncheck this setting, data will still be included in the "All conversions" column. - You might want to use this setting if you use an automated bid strategy to optimize for conversions and when you don't want to include this particular conversion action in your bid strategy. Click Done.
- Click Attribution model. This setting lets you choose how to assign credit for each conversion - to the last click a customer made before a conversion, the first click, or a combination of clicks. Click Done.
- Click Save and continue.
You'll now see a screen with your saved settings and conversion tracking tag.
Step 2: Get your conversion tracking tag
- Review your settings. If you need to make any changes, click Edit settings.
- (Optional) Under "Install your tag," click Choose whether to track conversions on a page load or click. Select an option:
- Page load: Count conversions when customers load a new page, such as a confirmation page for a purchase or sign-up. This is the default and most common option. Under “Page load,” you can also select add a ‘Google Site Stats’ notification to webpage.
- Click: Count conversions when customers click a button or link (such as a "Buy Now" button). You'll need to edit the conversion tracking code according to these instructions.
- At the bottom of the gray box with your tag, select one of the options:
- Save instructions and tag: Select this option if you'll be installing the conversion tracking tag on the website yourself.
- Email instructions and tag: Select this option if someone else, such as your webmaster, will be installing the tag on the website.
- Click Done.
Step 3: Add a conversion tracking tag to your website
Next step is placing the conversion tracking code to your thank-you page. Copy the tag generated and paste it between the tags of the page you'd like to track. You could directly place the code with the help of a programmer or you could use tools like Google Tag Manager to place the code
Step 4: Check your conversion tag
Before making the campaigns live, verify that the code is perfectly placed in the thank-you page. Load the thank-you page and make sure that the code is getting fired. You can then use Google Tag Assistant plugin on Chrome to make sure your tag is correctly placed.
Adwords Conversion Tracking Setup for Call On-Site Conversions
If your website allows customers to call your business phone number directly from their smartphones, you can use conversion tracking to identify the number of times a call is made.
- Go through the above mentioned steps to generate your code, and then you'll have to manually insert "onclick" HTML tags into the code provided by Google.
An onclick tag for a sample text phone number looks like this:
<a onclick="goog_report_conversion('tel:987-654-3210')" href="#" >Call Now</a>
- Replace the data with your company's contact number, and the Call Now text with details you'd like to use.
Onclick tags can also be used with buttons (again, replace the sample phone numbers with your own):
<button onclick="goog_report_conversion('tel:987-654-3210')">Call 987-654-3210</button>
And when your Call Now link is a custom GIF image (replaced "call_now_button.gif" with the name of your gif file, and replace the sample phone numbers with your own):
<img src="call_now_button.gif" alt="Call: 987-654-3210" width="32" height="32" onClick="goog_report_conversion('tel: 987-654-3210)"/>
Adwords Conversion Tracking Setup for App Conversions
AdWords can be used to track downloads of Android apps through the Google Play store and, to a limited degree, iOS apps through the Apple App Store.
- To set up conversion tracking for an Android app, you have to include the app's "Package Name."
To find this, go to the app's page in the Google Play store. Copy the URL. The package number is the information after the details?id= string, and before the &feature= string.
For example, the text highlighted in the example URL below is the Package Name:
- Cut and paste it into the Package Name box.
- To test that it's working correctly, click on the "View in Android Market" link, and you should be able to link through to the app's page on Google Play. If you get an error or page not found, then the data you have entered is wrong/incorrect.
- There is no further code to copy or paste for this one. Android app conversions should start tracking in about 24 hours.
All the above mentioned steps are essential for you to track conversions during a live campaign. Hope you all have enjoyed reading this blog on Adwords conversion tracking setup guide. Feel free to share your thoughts and comments.
This resource was published by Akhil Alappattu03 January 2017
Akhil is a Search Engine Marketing specialist at Webdura Technologies. He is a Bing Ads Accredited Professional with AdWords, Analytics and Hubspot certification.