Nearly 90% of businesses currently have a content marketing strategy — so chances are, your company does, too.
But is it actually effective?
So, how can you improve your ROI, get more leads, and help your website to rank higher in search engine results?
It all starts with understanding Google AdWords conversion tracking.
Feeling lost already?
Don’t worry. In this post, we’ll tell you everything you need to know to get the most out of your site traffic. AdWords conversion tracking is the key.
What Is Conversion Tracking?
Before we get any further, let’s first make sure you have a firm understanding of what AdWords conversion tracking actually is.
Essentially, it’s a tool that allows you to see the path someone who clicks on one of your ads follows. This will help you to examine whether or not the “marketing funnel” you’ve created is actually effective.
This tool will tell you if the visitor completed a purchase or took another desired action.
And, if they didn’t complete their transaction, where in that process did they navigate away from your page?
Fortunately, the tool gives you to get lots of specific data on your visitors. This is important so you can adjust your digital marketing plan and ad content accordingly.
You’ll be able to get information on:
- Current ad campaigns
- App downloads
- Popular website pages
- Ad groups
- Offline conversion tracking
- Phone calls made from ads
- Cross-device conversion
You’ll also be able to access information and data about your target market. You need this to understand your audience.
So, how do you install it? Read on to find out.
How To Set Up AdWords Conversion Tracking
If you’re not the most tech-savvy person in the world, you’ll be thrilled to know that the set-up process is fairly painless. You can be installed/setup and completed in less than an hour.
Of course, what you configure depends on what you want to track. You’ll need to identify what you want to analyze . . . what actions on your website you want to track.
This means that the configuration may vary depending on what data you want to take a look at.
Selecting a Conversion Source
The first step in the set-up process is to select your conversion source. You’ll choose from one of four popular choices: phones, apps, websites, or imports.
If you select your website as the conversion source:
- You’ll be able to see who made a purchase, added their name to an email list, or took any action on your site.
For app conversion tracking:
- You’ll be able to see when someone either installed your app or made an in-app purchase.
If you select phones as your conversion source:
- You can analyze the data surrounding how many customers call your company directly from your ad or website.
- For example: if they click a contact link on a mobile device and immediately make a call to your business.
- If you have a specific phone number listed on your website, you can also track the number of calls made to this number.
Import conversion sources are perhaps the most complicated to understand.
Essentially, imports are:
- Someone clicks your ad
- And, as a result of the information they find, makes a purchase from your company
- In Person or
- Over the phone.
Though it sounds complex, all you really need to do is upload a file indicating your conversions into AdWords. You can also send the data through Google’s API.
Multiple AdWords Conversion Tracking
We know what you’re thinking:
“What if I want to track lots of different conversions at once?”
It’s completely possible. All you need to do is vary your conversion tracking actions based on the source. Additionally, you can also track multiple actions on the same source.
Let’s say that you not only want to see who clicks on your online ad and makes a purchase on your website. You also want to know how many people signed up for your mailing list on your website.
You just indicate which different actions are within the same source that you’d like to track.
Don’t Forget About Conversion Delays
Once you’ve set up your conversion tracking, it can be easy to obsessively track your conversions.
If you do this you’ll likely notice something unexpected. Your conversion numbers may seem disproportionately higher or lower than you expect.
But don’t panic! The good news?
It doesn’t mean your ads are ineffective. It just means you are experiencing conversion delays. This is normal!
Keep in mind that AdWords doesn’t track conversions based on the day a visitor took the desired action. Instead, the tracking is based on the day the ad made its initial impression on your visitor.
So, if you see your numbers jumping around, it’s OK! It means that more people completed an action based on their visit on a specific date.
The final conversion can sometimes come days after the visitor first interacted with your ad.
This is especially important if you need to explain it your boss. But this is why your conversions may seem lower than they have been in the past – the delay is causing this illusion.
Once You’ve Mastered AdWords Conversion Tracking — What Next?
Thanks to this post, you now have a grasp on the ins and outs of Google AdWords conversion tracking.
However, this is only one component of your overall digital marketing strategy. You still need to consider how you should approach social media.
Mining your digital data for market insights is important to that strategy. Using this data to make adjustments to your website and ads will give you an edge over your competition.
You have responsibilities that come with keeping your office up and running. It can be easy to let your digital marketing slide.
The way you market your company online is far too important to put on the back burner. It is a key source of leads. Leads that you can connect with to close sales.
But you know . . . sometimes, you just need help.
That’s where we come in.
Get started with us today and we’ll work with you, your company’s goals and overall mission.
We’ll start with the most important step. Creating a custom digital marketing plan for you. Let’s boost your clout, increase your conversions, and connect you with untapped markets.
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About Gregory Falicia
I’m a writer, instructor, and a technically savvy marketer…
I focus on what I am good at:
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