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Analyzing Your Google Ads Conversion Data

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You can see information about your conversions from the Campaigns tab at the ad group, ads, and keywords levels. Click the Columns tab, then Conversions, to customize which columns appear. (Click image to enlarge.)

conversion tracking in adwords

conversion tracking in AdWords
Some of the essential columns include:

Conv. (1-per-click): Counts whenever you receive one or more conversions from one ad-click. you’ll use this number to approximate the number of latest customers you’re getting.

Cost / Conv. (1-per-click): Displays your cost (how much you spent on clicks) divided by your total conversions. This helps you measure your return on investment (ROI). Ideally, you ought to be spending less on clicks than you’re earning on conversions.

Conv. rate (1-per-click): Shows the share of clicks that resulted in conversions. the upper the share, the more effectively the ads or keywords are performing.

View-through conv.: Measures the number of times a customer viewed, but didn’t click on, your ad and later went through with a conversion.

Google Ads Conversion Tracking: Advanced Options:
Tracking Conversions from the web site handcart:
Tracking purchases whose values you do not set yourself manually involves taking the essential tracking code provided by Google Ads and modifying it with additional code unique to your particular e-commerce platforms, like eBay or PayPal. Each site does things a touch differently, so it is best to read specific help files for your e-commerce site. it is best to not attempt this unless you’ve got a working knowledge of web programming and HTML.

When this is often found out properly, any conversion value statistic, like total conversion value and price per click, will reflect the particular revenue of the products you’ve sold, as against a static value.

Advanced Conversion Settings: View-Through Conversions & Search De-Duplication:
Available through the Advanced Settings when you’re fixing Website or Call On-Site conversions, the View-through conversion window option tracks when an individual sees your ad but doesn’t click it, then visits your site at a later time and completes a conversion – in other words, they could are influenced by your ad to return and convert at a later time. you’ll set this to trace for a selected amount of your time in between the view and therefore the conversion, from 1 to 30 days, or a custom amount.

Enabling Search de-duplication means one conversion won’t be counted twice, both as a view-through conversion and a click-through conversion if, for instance, a customer-first sees a Display Network ad then clicks on a text ad before making the conversion. When this is often enabled, the conversion will only be counted as a click-through conversion.

Setting Up the Conversion Optimizer
By default, your ad rotation setting is about to optimize for clicks, meaning that Google Ads will serve the ads it feels are presumably to end in a click-through. If you’re tracking conversions, you’ll change this setting to optimize for conversions, meaning that the ads deemed presumably to end in conversions are going to be served within the auction more frequently.

To change the setting, attend the Settings tab and scroll right down to the Advanced settings section. Open the Ad delivery: Ad rotation, frequency capping menu, click Optimize for conversions and click on Save.

Back within the Conversions tab, you’ll click Settings then Edit Settings to vary the conversion bid metric, which tells the Conversion Optimizer whether to specialize in 1-per-click conversions or many-per-click conversions.

Analyzing Conversion Data with Search Funnels
Once conversion tracking has been up and running for a few of weeks, you’ll use the Search Funnels analytics to trace detailed data about your conversions like what proportion time elapsed between when customers clicked on your ad for the primary time to once they completed the conversion, and the way repeatedly they saw your ad before converting.

Access Search Funnels by clicking Tools and Analysis, then Conversions, then clicking the Search Funnels link at the lower left of the Conversions window.

Analyzing this data can assist you to gain insights about how customers behave on your website, like what proportion time elapsed between once they clicked on your ad for the primary time to once they completed the conversion, and the way repeatedly they saw your ads before converting. (Click to enlarge.)

AdWords Search Funnels

AdWords Search Funnels

Google Ads Conversion Tracking Troubleshooting:
Conversion columns aren’t showing any data:
It can take up to 24 hours for conversion data to start out appearing in Google Ads. If after 24 hours conversions still aren’t exposed, it’s possible that no customers have converted yet. a method to check this is often by browsing the motions of conversion yourself by clicking on your ad when it appears, and doing whatever action is required to trigger the conversion on your site. If after another 24 hours your conversion isn’t registering, double-check that the HTML code was installed correctly. you would possibly need to install additional plug-ins or move the code to a special a part of the page.

Data Isn’t 100% Accurate:
If customers do not have cookies enabled in their browser once they click on your ad and complete the conversion, Conversion Tracking won’t work. most of the people browse the online with cookies turned on, but if you select to display the Tracking Indicator link on your website, visitors can opt-out of conversion tracking by disabling the conversion tracker cookie.

NOTE: If you modify any of a conversion’s settings in Google Ads, this alters its code and you will need to paste the new code into the webpage.

Campaign Receives Many Clicks, But Few Conversions:
Campaigns receiving many clicks and few conversions might represent a weak return on investment (ROI) if the ads cost more to run than the business is earning back through conversions. Examining Search Funnels data and reviewing ad text and keywords might assist you to understand why customers are failing to convert once they reach your website.

Is the landing page unappealing? Does the web site make it difficult for patrons to navigate through to the conversion page? Do the ads and keywords found out expectations a few products that the web site doesn’t deliver (for example, do your ads appear when a customer searches for “cheap handbags” but take them to an internet site that sells expensive designer handbags?). attempt to put yourself within the customer’s shoes to work out why customers who click on your ads aren’t going all the way.
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