Any professional marketer will tell you that running a campaign without planning and measuring effectively is the worst kind of crazy.
If you can’t measure the success of your campaign, how on earth can you make sure it’s effective?
Conversion Tracking is one of the most common points we have to explain to clients that are new to advertising online (and even some that aren’t). Simply implementing conversion tracking will provide invaluable data in your account, but there are more options you can use that you might not be aware of.
The most criminal point – the function comes free with your AdWords account, it just needs to be implemented.
What is a conversion?
If you’re new to advertising, we use the term, “conversion” to describe the objective of a campaign. This might be a phone call, or a sign up to a newsletter, a download of a guide like our one, use of a contact form, or for an eCommerce store and conversion would be a sale.
Why it is important
Once you have conversion tracking implemented correctly, you’ll see some additional columns pop up in your account; Conversions, Conversion Rate and Cost Per Conversion. This data is then available for the whole account, each campaign, each ad group and most importantly every single referring site from the Display Network and every single keyword in a Search Campaign.
You’ll be able to measure the cost of every conversion from every keyword in your account.
If you’re spending any amount of money on clicks or on SEO, this level of detailed analysis is essential.
How it works
Think of it as a simple process with an end goal; Click ad > browse site > conversion (fill in form, buy something or call) > “thank you” page.
The most important point here is that the goal or “thank you” page comes AFTER the conversion.
Only on this goal page, you add the conversion tracking code.
To generate the tracking code from your AdWords account, go to the Reports Tab, click “Conversion Tracking” and follow the prompts. You might need a friendly developer to add it in for you if you’re unsure.
If you operate an eCommerce store and you’re a little more technical, you should implement the value tracking too. With this method, not only can you track the number of conversions for every keyword and the average cost per conversion, you’ll also see the total and average value of the transactions. You’ll be able to directly measure the ROI from each and every keyword in your account and each and every referring site on the Display Network and optimise your account performance far more effectively.
You’ll most likely need a developer for this type of functionality. Full instructions are here.