Today I'm going to talk about conversion tracking. I've seen a lot of accounts where the tracking
is not set up correctly and also quite a few of you are confused with a fairly new feature
in Google Ads when it comes to setting up the conversion tracking. Let's hop in the
interface and I'll make sure everything is okay.
When you are setting up your Google ads campaign, go down... You come over here where the conversion
action is. You've got two options. One is the 'Use account-level included in conversion
settings' and 'Choose conversion actions for this campaign.' What you can do now is if
you've got multiple conversion actions, you can have as many as you like - Have a call
conversion, someone fills in a form, or take any other call to action on your website.
You can set them up as a conversion. You can set up that any action someone takes when
they come through to my website or landing page you track it or you can choose a specific
conversion for this campaign only. You can go in there and whichever conversion - I've
got all these multiple conversions, which have been set up in here. I can use all of
them, but I can then select one or multiple.
This is what you must do. First of all, before you start any campaigns...the problem or the
danger without starting a campaign without setting up your conversion tracking, there
are two things. Two very, very important things in fact. One, you are flying blind. You don't
know what's working, what's not working and secondly, if you do wish to go to smart bidding
afterwards on target CPA or any other kind of smart bidding, Google will not know what
conversions you are looking for and aiming for and then you will find that your smart
campaigns are not going to work at all. You must make sure that conversion tracking is
set up correctly. The tags are set up properly, it's working fine and once you've started
to get the conversions after a little while, you can switch on over to the smart bidding.
So now what we do is we go into our conversions and I'll just go through with you very quickly
what you have got. Now you've got two tabs over here. One is the conversion action and
one is the conversion action set. You can have a group of conversions in a set and then
allocate that conversion action set to a specific campaign. You can select one, two, three,
or how many you want and save it as a specific conversion action set. This is for bigger
websites with multiple conversions. For a small website, if you've just got one or two
or a handful of conversions, then you don't need to worry too much about the conversion
action sets. All you do is you go and do your conversion actions. You start setting these
up, I'm going to go and create the plus button.
Now you got these four options. We go on to, first of all, very quickly, I'll go through
the three options over here. One is the call extension. when someone clicks on your call
extension, you've got to set this up. Someone clicks on an ad, they go through the website
and then they call your number. This will track that and clicks on your number on your
mobile website. Now, usually, nowadays it's the same website. The third option you hardly
ever use. App, we are not going to cover too much, it is completely a very different kind
of campaign, obviously, and with the website category: you've got a 'purchase' if you've
got an e-commerce website, 'add to basket' even. This is something where you can set
up conversion tracking, but not include in your conversions. What this will do is it
will track how many people let's say you want to track, I want to track a number of the
percentage of people coming to my website, who click add to cart so if you get out of
hundred, let's say 30 of them add to cart then you know that you've got 30% people adding
to cart but then not many are going through to the checkout.
This is where you need to then optimize your landing page. This is where you can get some
really good data and you can also optimize your conversion for the 'add to basket' because
the more 'add to baskets' you have the more likelihood of a conversion happening at the
backend or you can have a 'begin checkout,' 'subscribe' to your newsletter, fill in a
contact form, submit a lead form, book an appointment. These three are pretty much the
same. I'm not sure why they're made up as separate categories or 'sign up,' 'request
a code.' It just makes a different name over here. That's about it.
You can quite easily rename it as free consultation or whatever... You can also have other conversions.
Let's say page view of an important page on your site. Let's say you've got the client
case studies or success stories, customer testimonials and review page. That's quite
important. Somebody trying to check you out before they commit to you. This is where you
can either set up as a conversion and either include or not include in your conversion
columns. The other important thing here is the value. You must give every category of
conversions a value. Let's say if someone submitted a lead form, what is that value
to your business? So you can quite easily work it out. Okay, if I get 10 forms and out
of that 10 forms, let's say you get one customer, a paid customer. That's a 10% conversion rate
and let's say for argument's sake, each customer is worth a thousand pounds or dollars to you.
If you divide that 1000 by 10 leads, your value per conversion, or the value per form
submit or a lead is a hundred, then all you would do is you can set up 100 over here.
A count keep for lead generation, always have it as one, as it says over here, "recommended
for leads, sign-ups and other conversions." Whereas for purchases, you must have it as
'every' because I can come to your website, buy once, buy twice, buy thrice and so on.
Multiple times I can make a purchase and you want that conversion to be tracked because
that's how you will track your return on ad spend, which is the ROAS and you set up your
your conversion click-through window and the last important thing over here is this one
attribution model. The default is the last click, which I would not recommend you do
that because the last click gets all the credit and not the other ads. If you've got a longer
sales cycle or a complicated path to a conversion where your customers are clicking various
ads before they convert then you don't want the first or the last click because that's
the first or the last ad will get that attribution.
I personally, we use time decay, or you can use position based where the first and the
last get the most 40% first, 40% at the end and 20% in the middle. Data driven only for
bigger accounts with large volume. You need a lot of, and I believe it's about 500,000
impressions or a $500,000 a month spend when you start to get data-driven attribution white
list. This is how you set up all your conversion tracking. I would highly recommend absolutely,
the first thing you do when you start any campaign is come in here, set up all your
conversions... It doesn't take long. You can quite easily set up through your Google tag
manager or directly put the tag on your website. Another thing which I would also recommend
when you are tracking a form submit is take them to a thank you page because this is where
you can have additional call to actions or you can put in a customer testimonial video,
or a link to your calendar so they can book in that appointment straight away without
having to wait for you to call them back.
You can do lots of other very creative things on the thank you page so that customers get
one step nearer to signing up with your company.