Congratulations! Your Google Ads campaign is up and running, and your ads and keywords are generating a good click through rate. Clicks can provide you with a lot of insights but how do you know if those clicks are converting to sales?

Get to the bottom of it

To fully leverage the effectiveness of your pay-per-click advertising campaigns you need to see the conversions, not just the clicks. That is, how many of those clicks actually achieved your ad goal?

Once you understand the conversions you can use this data to optimise future PPC campaigns, get results and maximise your return on investment.

What are conversions?

Put simply, when a customer completes an action that you have identified as valuable, these actions are called conversions. Depending on your business, a conversion could be an email sign-up, a purchase, a download, an app install or a phone call.

By tracking these conversions, you can capture data that will help you identify which areas of your campaign are working or not working so you can tailor your bids, text, keywords and call to action accordingly.

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Tracking conversions in Google Ads

Google Ads provides a simple but powerful tool for tracking conversions. Conversion tracking will individually generate a small snippet of code that can be added to virtually any page of your website to show you what happens after a customer interacts with your ads.

When users click on a Google Ads campaign and visit certain pages of your website, the code will trigger the conversion tracker and measure custom-defined conversions. For example, if you wanted to track sales you would place a specific piece of code on the payment thank you page. Or if you wanted to track email sign-ups, you’d place the trackable code on the confirmation page.

The conversion tracking pixel is the most effective way to measure the results of your Google Ads campaigns.

Benefits of conversion tracking

Though conversion tracking is an additional tool that you will need to add to your Google Ads campaigns, it’s relatively easy and free—and comes with a host of benefits.

  • Make informed and profitable decisions about your ad spend by understanding your return on investment.
  • Determine which keywords, ads, ad groups, and campaigns are best at driving traffic for conversions.
  • Identify opportunities to improve user experience on your website.
  • Use promo codes to track the success of promotional offers.
  • Know exactly how much a conversion is costing you by assigning a value to specific conversion actions.
  • Use Smart Bidding strategies to automatically optimise your campaigns according to your goals.
  • Know how many customers interact with your ads on one device or browser and convert on another.
  • Over time your Google Ads account will develop a historical database that you can use for benchmarking.

Conversion actions

The first thing you need to do is determine which actions you want to track as conversions. You can use the Google Ads Conversion Tracking tool to track the following kinds of actions:

Purchases, sign-ups and other defined actions that are completed on your website.

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

Installs of your Android or iOS mobile apps and purchases or other activity within the installed apps. Google Ads is able to track downloads of Android apps through the Google Play store and, to a limited degree, iOS apps through the Apple App Store. Note that iOS app tracking is only available for ads served in mobile apps through the Display Network.

Customer activity that begins online but finishes offline. For example when a customer clicks an ad to submit a form and later purchases or signs a contract in store.

Actions that are counted whenever people interact with an ad that’s specific to a physical location or store.

You can track one or multiple types of conversions on your website—all you need to do is set up different conversion actions for each. For example, you can set up one conversion action to track purchases on your website and another to track e-newsletter subscriptions.

Tracking for success

Different businesses have different goals; some want to grow their email subscription lists, some want to generate more leads, others might want to receive more phone calls, and all probably want to increase their sales. No matter what your goals are, conversion tracking will help you to better understand customer behavior, gain insights into your website user experience, and importantly, determine your return on investment for your Google Ads campaigns so that you can make informed decisions about your future advertising spend.

We’re here to help

You can’t track conversions on Google Ads without installing conversion tracking code on your website. While Google makes it relatively straightforward with their intuitive tools, adding conversion tracking to the process of setting up campaigns and measuring the results can be daunting. Our team has years of experience under their belt and can help you through the process of setting up you PPC campaigns, tracking your conversions and analysing the results so you know you’re getting bang for your buck. Contact us now for an obligation free chat.

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