Conversions are all the actions a user takes on a website. In fact, tracking these actions is useful for optimizing the structure of our business's website and for monitoring the progress of our marketing campaigns. Therefore, quantifying the conversions in Google Ads It is an important step toward evaluating the effectiveness of our ads on this advertising platform owned by the U.S. giant.
The fact is that constantly and accurately tracking conversions allows us to understand two very important factors: whether the page is converting well and whether changes need to be made to the website to improve its conversion rate.
However, the Conversion Tracking in Google Ads It's a key step if we really want to understand how our campaigns are performing. Fortunately, the purpose of this post is not only to highlight the importance of tracking conversions, but also to explain how to do it correctly.
Why use conversion tracking?
Before we discuss the value of conversion tracking, let's first clarify exactly what we mean by "conversion" (since it may not be entirely clear from the first few paragraphs).
A conversion is the achievement of the goal we set earlier when designing our campaign. And a goal is an action that visitors must take on your site. For example:
- Watch a video.
- Purchasing a product on an e-commerce site.
- Fill out a contact form
- Sign up on the website. .
- Download a PDF brochure, etc.
Learn everything about the actions of visitors to our website by tracking conversions in Google Ads, allows us to discover which keywords bring us closer to our goals, which ad group is performing best, or which campaign isn't yielding results. Therefore, We'll not only know which tools or strategies provide the greatest benefit to our website.
Conversion Tracking in Google Ads: What Is It?
Conversion tracking is a tool that provides real value to website owners. It typically allows them to understand and measure the conversion performance of a webpage and its ads.
Let's remember that Google Ads It is a platform primarily dedicated to creating and launching ads. These campaigns expand our ability to quickly rank at the top of Google's search results. This provides us with the following benefits:
- The site's visibility is optimized, and users are tempted to click in the ads to discover featured products and services. However, Google Ads also allows us to track conversions to better evaluate ad performance.
- The «conversion tracking» tool» Google Ads allows us (the advertisers) to gain real insight into our website's performance after obtaining a tracking tag for each ad.
- It also helps us manage our Google Ads account more effectively by analyzing the ads that generate conversions, as well as the keywords and ad groups that are effective in your paid search strategy.
- Monitoring conversions in Google Ads It allows us to easily calculate our return on investment. This helps us adjust our offers and improve ads that aren't performing well.
How to Create a Conversion Tracking Tag
This process takes place right on the Google Ads platform itself and is more or less easy, as long as you follow these steps exactly:
- We need to go to "Tools," "Metrics," and click on "Conversions.".
- Next, create a new conversion and select our website.
- In this section, we decide how we want to take the measurement and create the label.
How to Attach the Label to the Code
It's simple; all we have to do is copy and paste the tracking code generated by the platform into the section of the page, in which we want to measure conversion.
See? It's not hard—it's very similar to when we fill out a form and get redirected to a website. That URL is exactly where the tracking code will be. conversions in Google Ads.
It’s worth noting that there are other, more difficult ways to measure conversions on this Google platform, such as when a user downloads an app or interacts directly with our website…. However, it’s best to start with the basics and then move on to more advanced methods.
What will we see in Google Ads after integrating the tag?
From the moment that We create and paste the Google Ads label It will provide us with more metrics to analyze our campaign's performance more clearly, with the goal of taking corrective action or improving certain aspects.
The metrics we need to be aware of from now on are:
- Conversions: This refers to the number of desired actions that were taken on our website.
- Conversion rate: This is the percentage of users who clicked and ultimately converted. To calculate it, divide conversions by clicks to get the percentage.
- Cost per conversion: The cost per conversion is the average amount it has cost us to get a user to take the action we want. In other words, if we’ve spent 200 euros and only achieved two conversions, the cost per conversion is 100 euros. Therefore, it’s calculated by dividing total spend by the number of conversions = €.
One of the worst experiences we can have to keep track of conversions in Google Ads, It's realizing that clicks and costs are piling up, and time is passing without generating any conversions. When this happens, it's a sign that something is wrong.
Reasons Why Conversion Tracking Often Fails
We can say that things aren't going well when an ad group has 100 clicks but no conversions. In this case, There are several ways to get more qualified clicks and achieve the results you want.. For example:
- Check that the landing page loads and functions properly.
- Check your conversion tracking settings—you may have made a mistake.
- Verify that the keywords are appropriate for the business
- Make a list of keywords that aren't driving traffic so you can stop using them.
- Follow up periodically.
Conclusions
Monitoring conversions in Google Ads, helps us discover what appeals most to users so we can further optimize our campaign and drive more conversions.
Therefore, By using this tool, we can increase our conversion rate, as long as we apply a good strategy. In addition, we will be using our budget wisely by focusing our efforts solely on the techniques that are yielding positive results. In fact, this is the best way to achieve an optimal return on investment.
Specifically, Conversion tracking is a measurement method that allows us to identify which actions are effective and which ones did not yield results. Of course, it also helps us discover new strategic opportunities.
With two master's degrees in Online Marketing, Digital Strategy, and Graphic Design, I am now a specialist in content marketing, always focused on SEO and digital strategy. And I love it. We're going to achieve great things together in the future. In fact, we're already doing so.