April 2, 2020

Google AdWords Conversion Tracking // 2018 Tutorial

Hey there! I’m Benjamin from Loves Data and in this
video I’m going to show you how you can track conversions in the new version of Google
AdWords. We’ll cover the dedicated Google AdWords
conversion tracking and how this compares to importing conversions from Google Analytics. You’ll learn about the different types of
conversions you can track, including website and call conversions. And we’ll also cover the reasons why you
can see differences in your data when you look at conversions inside Google AdWords
compared to your Google Analytics reports. Let’s get started! When it comes to google adwords we have two
separate options for tracking conversions. The first option is to use the dedicated Google
Adwords conversion tracking. This is where we configure tracking that is
100% focused on the performance of our Google AdWords campaigns. This is what we’ll be covering today. The second option is to import conversion
from Google Analytics. This means is that we configure the conversion
inside Google Analytics and then we import the conversions from our campaigns back into
google adwords. Having both these options gives us the flexibility
to choose an option that meets our particular tracking needs. Before we look at how to set up AdWords conversion
tracking I want to cover the difference you might find when you look at the data inside
Google AdWords compared to Google Analytics. The differences we see in data are generally
the result of attribution. In this example we can see that someone first
came to our website from our AdWords campaign, they then came from Twitter before finally
converting from one of our email campaigns. If we look at the standard attribution inside
AdWords, then since there was a click from our campaign in the path to conversions, we’d
see a conversion inside our AdWords account. If we then look at the standard reports inside
Google Analytics the conversion would be attributed to the email campaign. So you can immediately see that we’d be
looking at different results if we were comparing our data from AdWords to what we find inside
Google Analytics. To set up conversion tracking we head into
Google AdWords. Click the tools icon and select ‘Conversions’
under ‘Measurement’. This is where we can configure our dedicated
AdWords conversion tracking. And this is also where you can import your
Google Analytics goals and transactions. Today, we’re going to add a new conversion… This will give us a list of the different
dedicated AdWords conversion tracking options we have available. First we have the option to track ‘website’
conversions. It’s the most common type of AdWords conversion
we’re going to configure. We also have the option to measure conversions
for our apps, phone calls and even import conversion data. Let’s start by looking at Website conversions. Once we select to track website conversions
we need to configure our conversion inside Google Adwords. We can see all of the steps we need to travel
through. First, we need to name our conversion. Today I’m going to walk through setting up
conversion tracking for a form. So I name my conversion, in this case ‘contact
form’… Next we have the category. The category allows you to classify your conversions
inside the Google AdWords interface. So it means that you have the option to select
particular categories when you’re looking at your campaign data. For example, you can select the conversion
category when you’re segmenting data within AdWords. Now I have the option of assigning a dollar
value for the conversion. The first option is to assign the value every
time the action is performed. So I can enter the value that my contact form
generates each time it is completed. In this example, I’m entering the average
value of a form submission, but there are alternate options… If you were measuring real value, from say
online transactions you can measure that dynamic (or changing value) into the AdWords conversion
tracking script. You can also use a symbolic dollar value,
or in my case I’m using a calculated value. There is also the option to track the conversion
without assigning a dollar value. I really encourage you to try and assign a
value even if it’s symbolic or calculated. Next I travel through and now I can to decide
how I want to count conversions into Google AdWords. My tip here is that if you’re capturing
leads, then you’ll only want to count each conversion once. For example, let’s say we’re advertising
a gym and we have a form that allows people to sign up for a free trial. Once we’ve captured their details – it
doesn’t matter how many times they fill out the form. We’ve already have their details and we’re
not going to create additional value if they fill out the form multiple times. so in this particular case we want to count
the form as one conversion, even if they complete it multiple times. However, if we were measuring transactions,
then each time someone completes a conversion we are adding additional value. So in this case we’d want to count every
action as a conversion. Now coming back to my example, I’m going
to select ‘One’ because I’m tracking a contact form and I only want to count a
single conversion, even if the form is completed multiple times by the same person. Now I can select a conversion window. This tells AdWords how far back in time to
look for the person who has converted. or how The default is 30 days. So this tells AdWords to look back 30 days
before the conversion occurred to see if there was a click from one of our campaigns. There’s also the option to set the ‘view
through conversion window’. This is for our display ads and is similar
to the conversion window. If someone views our ad, but does not click
it, then this will be reported as a ‘view through conversion. Setting the window allows you to decide how
much historical data you include for the view through conversions. You can select if you’d like to include
the conversions within the ‘conversions columns’ inside the interface. In most cases you’ll want to leave this
enabled, but if you were setting up tracking for a micro-conversion (or secondary objective)
then you might want to remove the data for these conversions. This selection is also used to include the
conversions in automated bid strategies, including, enhanced CPC and CPA (or cost per acquisition)
bidding. Finally you can select an attribution model
for the conversions. This allows you to decide how to give credit
for the conversion if someone clicks on more than one of your ads. For example, if someone clicked through on
two of your ads, the ‘last click’ attribution model would give 100% of the credit to the
final ad that was clicked before the conversion occurred. You have the option of choosing between last
click, first click, linear, time decay and position based attribution models. If you have enough conversion data you can
even move to the ‘data driven’ model. Now we’ve completed all of the steps. From naming our conversion, to assigning value,
defining the category, right through to selecting the attribution model. Now we can save the conversion. We’re given the dedicated Google Adwords
conversion tracking code. This is the code we need to place on the particular
page after the action has been completed. I want to emphasize this is different from
Google Analytics. The Google Analytics tracking code is placed
on every page of our website. While the Google AdWords conversion tracking
code is only placed on the individual page after the action has been completed. So it’s quite different. You can also select if the conversion occurs
for a particular page on your website or if it’s based on a specific click. Now that we’ve covered how to track website
conversions, we’re going to look at the other conversion tracking options, starting
with apps. AdWords allows you to measure app installs
and actions within your app as conversions. You have the option of pulling data in from
Firebase, Google Play or the other tracking options for apps. You can select the option you’d like to
use and then travel through the configuration options. Next we have call conversions which allow
you to measure people calling you as conversions inside AdWords. There are three options for tracking calls
as conversions. If you’re using a Google Forwarding Number
which is an option if you’re using a call extension with your ads, then you can track
calls as conversions. For example, you can choose to count conversions
if someone spends over two minutes on a call. The second option allows you to embed the
Google forwarding number on your website. This means placing some special code on our
website. The code wraps around our default phone number
and now when someone clicks through from one of our ads the phone number will be changed
to the one that was included within the ad. When they call the number the conversion will
be triggered within AdWords. The final option is to measure clicks on our
mobile website. This allows us to measure clicks on our phone
number as a conversion. We have the ability to import conversions
into Google AdWords. There are a number of options when it comes
to importing conversions. We can import conversions from Google Analytics,
Firebase (which is for apps), third-party app analytics, Salesforce and other data sources. You can use the option to import other data
sources to bring offline conversions into Google AdWords. If we select this option you can see that
we can import conversions that are based on people clicking through on our ads and we
can import our own call data. Let’s start with ‘conversions from clicks’. Using the ‘conversions from clicks’ option
means we need to capture details about the click on our ad that later lead to an offline
conversion. To do this we need to capture the GCLID – this
is the ID for the individual click through from our ad. For example, we can capture the GCLID using
a hidden field in our website’s lead form. This means that when people submit their details
we also receive information about the click on our ad. Once we’ve captured the GCLID we can upload
the ID’s for the people who converted offline. This will allow you to see which campaigns
have lead to offline conversions, including individual keywords and ads. So here’s an example of how you could use
offline conversion tracking… Let’s say we’re a car dealership and we’re
offering test drives. As people click through on our ads we capture
the GCLID in our booking form. Then, they come into the dealership and test
drive the car. We can then find the GCLID for people who
decide to purchase the car and upload these ID’s. This allows us to see the offline transactions
inside Google AdWords. We also have the option of uploading conversions
that occurred during phone calls. There are a few requirements for this type
of conversion… You need to be using a Google forwarding number
and currently you can only upload data from calls from mobile devices. Once you’ve identified the calls that have
converted, you upload details about those calls, including the caller’s phone number,
the time of the call, the call duration and the conversion you’d like to track. Finally, I want to cover some of the differences
between the dedicated Adword conversion tracking we’ve covered today, compared to importing
conversions from Google Analytics. The way conversions are counted is different
between Adwords and Analytics. AdWords allows you to choose to count one
conversion per click or multiple conversions. Google Analytics on the other hand allows
you to count one goal conversion per session and multiple transactions. Both use JavaScript tracking code to collect
conversion data. AdWords conversion tracking only includes
conversions that came from your ads, while Google Analytics will include all of your
marketing channels. Both options allow you to assign dollar values
to conversion actions. And Adwords attributes the conversion to the
last ad click, while Analytics attributes them to when the conversion occurred. As we’ve seen, Google AdWords conversion
tracking gives us a range of options to understand the performance of our campaigns. From website conversions, through to offline
conversions. Remember you’ll see differences in your
conversion numbers when you compare Google AdWords to Google Analytics. You have the flexibility of using the dedicated
AdWords conversion tracking or importing conversions from Google Analytics. Use the option that meets your needs. So that’s how you can track conversions
in Google AdWords. Remember you can use the dedicated Google
AdWords conversion tracking, but you can import conversions from Google Analytics or a combination
of both. The main thing is that you only track a conversion
action once into Google AdWords. For example, if you’ve imported a goal from
Google Analytics, then you don’t need to track that action using AdWords conversion
tracking at the same time… This would result in conversions being double
counted in AdWords. How are you tracking conversion into Google
AdWords? I’d love to know! Let me know in the comments below. And if you found this video helpful, then
please like it, so I know to make more videos like this. And if you haven’t already, then watch my
video where I cover the 9 biggest Adwords mistakes you need to avoid. See you next time!

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