If you are using Google Ads at the moment, then it is a must to understand the various types of conversion tracking within Google Ads.
Google Ads has free tools which aid you in tracking the actions of customers. People who see your ads will respond in different ways depending on your ad. You might have a link to sign up to a newsletter or make a purchase or phone call. You can track conversion rates across all the platforms that Google Ads uses, including Shopping, YouTube, Paid Search and Gmail.
What is a conversion?
Let’s start with the basics by defining what a conversion is. A Conversion is a response from someone who views your advert. This could be clicking on the ad and then buying the item, for example. Tracking conversions is essential to determine whether adverts are successful or whether you need to or can change your campaign strategy to ensure a better conversion rate.
Trackable actions
What conversion actions can you track through Google Ads? Here is a quick overview of the main responses you can see statistics about:
Website actions
One kind of conversion response is when a viewer engages with your website. This can be through subscribing to your newsletter, filling out a contact form, or even purchasing a product.
Google will register how many actions are taken in each category, which means you can then determine what is being the most successful and adjust your strategy accordingly. For example, if you are not getting many people signing up to your newsletter, it could be because users are moving away from newsletters.
Phone Calls
You can also track the number of phone calls your business receives from your Google Ad. Google can change your phone number on your website so that it uses a Google forwarding number.
You can also put phone numbers within an advert, instead or in addition to a website if you would prefer users to engage with your business via a phone call. Google can then track whether call-only campaigns were as successful as ads with only website details.
Apps
Google can track both app-installs and in-app purchases when they are done through an app. An in-app purchase is when a user has installed your app and then completes a micro-transaction.
Importing other sources of data
You can include other means of obtaining and analysing data within your Google Ads dashboard. Some examples include Google Analytics, Salesforce, Firebase, as well as other third-party CRM tools.
Local Actions
Google Ads automatically track actions taken when viewers respond in a way that is specific to an advertiser’s physical location (like a shop), during or after interacting with an ad for that advertiser. There is no way to disable this, even if you wanted to!
Conclusion It is imperative to use conversion tracking to gain greater insight into the most effective ways to market your business on Google. Having Google Ads is only the first step; conversion tracking ensures that your advertising is as effective as possible. There are many tools available on the Google Ad dashboard that can help you interpret the data and figure out the best strategy.
