Google’s conversion tracking can break down your numbers and tell you where each conversion came from. It will display you the path your visitors took to search you. Most importantly, it shows you where the waste is. Today, we’ll be discussing on how to setup the conversion code and track your spending.
Let’s say you run a PPC Campaign for your client, mainly generating leads to their business. So, the visitors can fill the form and get free brochure or Newsletters. We’ll walk you through how to setup your conversion code on Google AdWords Campaign.
STEP ONE: Conversion Category
You want to communicate Google what kind of conversion you want to be tracked. Click the “Tools” drop down at the very top of your AdWords® dashboard, and choose “Conversions”. On the resulting page, click the big red “+ Conversion button.
Google will ask you to name your conversion and specify what source will be. Choose a name that tells you what type of conversion it will be and select “Webpage”
You’ll then be asked to choose one of the following categories as your conversion action
• Phone Calls
• Import (Track offline or online conversions)
In this instance, Website is appropriate one for getting new Leads
STEP TWO: Conversion Value
If you are not running an E-commerce store, you may be drawn to avoid this one. Google will let you do so. But please don’t. Setting up a conversion value right from the beginning for every conversion tracking program you setup, is going to make your data far more valuable in the long run.
Think of it as a points system that rates the relative value of the different types of conversion. You may, assign, 50 points for a conversion that involves a visitor downloading a brochure, but 100 points if they complete a “please call me” lead capture form.
If you are an E-commerce site owner, you can set your conversion value to adjust automatically based on the revenue o each product sold. Discuss with Google AdWords Rep and your web developer if you want to set this right.
STEP THREE: Conversion Count
If a visitor clicks on you ad, and then make a purchase from you each day for the next three days, do you want this to be recorded as one conversion or three. This will depend on the type of business you handle. For an E-commerce owner, for instance, will usually want to keep track of every specific product purchased. He would select “All Conversions”. On the other hand, an Lead Generation business, who provides Free newsletter, PDF’s would choose “Unique Conversions”
If you are unsure, which option to choose, go for “All Conversions
STEP FOUR : Conversion Window
This indicates how many days or weeks you want Google to keep tracking the user after they click the first time. The default setting is 30 days. Leave it as is, unless you have a very good reason for needing a different conversion window.
STEP FIVE: Install Tracking Code
After filling up the details, you are ready to install the code on your website that will allow Google to track your conversions. You can either choose installing it manually, in which case Google will give you a snippet of code to place on your key pages, or you can enter email address of your web developer and Google will send the code directly to him. Make sure to place the code on “Thank You” Page
On a final note, make sure to take advantage of Google Analytics by connecting your AdWords Account to your Google Analytics (GA) Account. GA is worth considering but it’s best not to rely on it. We prefer using AdWords as much as possible and only use GA goal tracking if there’s a special kind of setup that our regular conversion tracking can’t handle.
This blog is written by Abilash. You can reach him at firstname.lastname@example.org