Using the Conversion Tracking feature in Google Ads is an important topic for digital marketers, because tracking actions, or Conversion Tracking, is extremely important to the success of running advertising on Google Ads. You should be very careful when configuring the various settings, because if they are set up incorrectly, it can cause your campaign tracking to become inaccurate.
In this article, we will help you understand what conversion tracking is, along with recommendations on how to set up and use the Conversion Tracking feature in Google Ads effectively.
What is Conversion Tracking, and why is it important for online businesses?
Conversion Tracking is the tracking and measurement of actions that are valuable to a business, such as signing up for a membership, downloading a document, or purchasing a product. It occurs when a user clicks on our advertisement and then “converts” into a customer or completes the goal we have set.
For online businesses, Conversion Tracking is extremely important for the following reasons:
- It helps analyze the performance of each individual advertisement, making it possible to identify which ads can generate the desired results most effectively.
- It helps with making decisions about advertising investment.
- It helps improve and develop advertising campaigns effectively and in line with their objectives.
- It increases the accuracy of calculating Return on Investment (Return on Investment – ROI), which is a key metric for evaluating the worthwhileness of marketing activities.
Using Conversion Tracking effectively is therefore an important tool that enables online businesses to grow and compete in a highly competitive digital market, by making marketing decisions more accurate and more grounded in real data.
How to customize the Conversion Tracking feature
Techniques for customizing Conversion Tracking in Google Ads can be carried out as follows:
1. Understand the structure of Google's Conversion Tracking
In the Conversion Manager of Google Ads, a Summary page appears that is divided into various levels, such as “Submit lead form”, “Sign-up”, “Phone call lead”, which are called “Conversion Categories”. These serve as containers that store each type of Conversion Action. When you create a new Conversion, you should choose the category that best meets your business needs. And if you want to change the Conversion Categories later, you can change them to an existing Conversion Action.
2. Set up primary and secondary Conversions
For each Conversion Action, we can specify whether or not it should be counted in the “Conversions” column, divided as follows:
The tip for setting up Conversions is to set only the truly important Conversion Actions as Primary Conversions, such as form submissions, phone calls, or content downloads. Meanwhile, Conversion Actions of secondary importance, such as website visits or time spent on the website, should be set as Secondary Conversions.
3. Organize Conversions by category
Google provides several Conversion categories, such as Purchase, Add to Cart, Contact, Book Appointment, Sign-Up, and so on. But if there is no suitable category, you can create your own Custom Goal.
4. Check or update the account's default goals
The Account Default Goal is used to optimize the performance of every campaign, so you should make sure the settings are configured correctly according to your needs.
5. Set up Conversions at the campaign level
You can specify Conversions specific to each campaign by going to the campaign's Settings section, then selecting “Campaign Specific” in the Conversion Goals section, and then choosing the Conversion categories you want to use for that particular campaign.
6. Follow best practices for setting up Conversions
To set up Conversions for maximum effectiveness, you should consider the following guidelines:
- Thoroughly verify the accuracy of all Conversion tracking.
- Organize Conversion actions into clear, easy-to-understand groups.
- Set only the goals you want to optimize performance for as Primary Actions; the rest should be Secondary.
- Configure Account Default Goals to align with your overall Google Ads strategy.
- Use Campaign Level Goals when a particular campaign requires goals different from the overall strategy.
Conclusion
Using the Conversion Tracking feature in Google Ads effectively is a key to success in digital marketing. Understanding how to configure it correctly enables you to track and measure performance accurately. In doing so, you should pay attention to managing Conversion categories, distinguishing between Primary and Secondary Conversions, as well as customizing goals at both the account level and the campaign level. Following the recommended guidelines will help you fully leverage in-depth insights, resulting in more effective decisions about your advertising strategy.
About Relevant Audience
We at Relevant Audience are a Digital Performance Marketing Agency specializing in SEO, and one of the Digital Agencies offering a full range of digital marketing services to help businesses reach their target audiences at the Right Time, Right Place, and on the Right Device.
Our services cover everything from SEO services, Search Marketing, Social Media Ads, and Search Ads, all the way to Influencer Marketing. We are also an SEO Company that is a Google Partner. Our team consists of specialized experts, ready to advise you and find the solutions that meet your business needs.
Contact us for more information or to consult about online marketing
Tel.: 02-038-5055
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