How to Implement Google AdWords Conversion Tracking?

Converting website traffic into prospective leads or outright sales is the purpose of any digital marketing campaign. But, how do you measure the effectiveness of the money you shell out for such campaigns? Conversion Tracking does it for you.  Measure the Return on Investment (ROI) of your advertisement efforts and optimize your marketing strategies by implementing conversion tracking for your business.

Before diving deeper into marketing efforts and spending on advertisements, consider brainstorming on these two questions along with your team:

1. What is counted as a conversion for your business?

Discuss in detail about any profitable conversions like Successful Order Complete, Successful Inquiry Form Submission, Successful Registration or Sign-Up.

2. What are the channels that you really care about?

Discuss the powerful channels that give you maximum visitors, customers. The way of conversion tracking implementation will differ based on the advertising channels.

Now that, you are clear about your business targets and the successful actions that users/visitors perform on the website, let’s take a look at a DIY tutorial of Google Adwords Conversion Tracking Implementation here:

 

 

 

 

Now that you know how to track successful conversions using Google AdWords tool, let’s take a look at the best practices and pitfalls to avoid in general while practicing conversion tracking.

Best Practices for Conversion Tracking Implementation:

1. Set up conversion tracking only on successful leads/inquiries/sales/order/purchase
2. Perform a real-time test before the tracking goes live
3. Use a Tag Management System to deploy conversion codes on web pages
4. While running Google AdWords campaigns, just go grab the conversion tracking codes and deploy them using Google Tag Manager or Adobe Tag Management or Ensighten Tag Management System
5. For Facebook advert campaign, go on to create a custom pixel to get pixel codes
6. Always make sure that the conversion tracking is only fired/triggered on a meaningful conversion that brings back business advantages

Common Pitfalls to Avoid While implementing Conversion Tracking:

1. Creating pixels with irrelevant information for a defined conversion
2. Setting up the conversion pixels on all page views/load events. In general, industry experts do not vote for placing conversion pixel codes on web pages
3. Implementing pixel tracking without proper testing
4. Setting up duplicate pixel codes for a specific conversion

Deploying a potential conversion tracking system helps in measuring the effectiveness of the ads that leads to valuable customer activities, like website purchases, phone calls, app downloads, newsletter sign-ups, and more. Even the slightest increase in the conversion rate of a medium is enough to generate significant growth in business. With every click costing you money, it is crucial to track what’s working and what’s not working for your business.

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