Google Ads tracking is an essential task that every digital marketer or business owner needs to master. In simple terms, Google Ads tracking allows you to monitor and analyse the performance of your pay-per-click (PPC) campaigns. Does your ad give you your desired results? Do the users convert into customers? These are some of the crucial questions that Google Ads tracking can help answer, but how does it do this?
How to track results and conversions in Google Ads is the question we’re seeking to answer in this article.
Basics of Google Ads Tracking
Before we dive into tracking results and conversions, there are a few basics to cover. Google Ads tracking is possible through the use of conversion tracking codes, also known as “pixel” or “tag”. This code is placed on your website and tracks customer actions such as filling out a form, making a purchase, or calling your business.
Once the code is in place, it starts recording data that can be used for analysis. This data includes the number of clicks, impressions, click-through rates, conversion rates, and cost per conversion.
With this information at hand, you can track how your ads are performing and make necessary adjustments to optimise their effectiveness.
Tracking Results With Google Ads:
The results you set up to track in Google Ads will depend on your campaign goals. Here are two popular goals that most marketers or business owners set:
- Sales
- Leads
But how can you track these results in Google Ads?
Sales Tracking
Google Ads tailored to generate sales are often shopping ads and campaigns. Typically, a product will be advertised in these campaigns and will boost traffic to the sales page on your website. The placement and targeting of these ads are extremely important, as there won’t be a salesperson to list features and benefits and help the sale along.
Thus, Google Ads sales are measured by the amount of traffic sent to a website via the ad or ad campaign. It then measures the number of purchases made off of those campaigns.
Leads Tracking
Google Ads leads are generated through your website. Some of these lead-capturing methods include landing pages, lead form submissions, and other similar pages. The goal of a Google Ad that is tailored to generate leads is to capture the details of potential customers who are highly likely to purchase your product or service. These campaigns provide contact information that is passed on to sales staff with the necessary skills to solidify a sale. These campaigns are best suited to industries such as insurance, real estate, and other long-form sales processes.
Thus, these leads are tracked by measuring the amount of contact information forms that are submitted.
One question that often comes up regarding lead tracking on Google Ads is: what’s the real value of this lead?
One way to track a lead’s true value and quality is through a CRM (customer relationship management) system like Leadtrekker. A CRM system allows you to determine how valuable the leads generated from Google Ads are and the conversion rate in actual sales.
Tracking Conversion Rates
Conversion tracking is a vital element of Google Ads tracking. This measures the success rate of your ad campaigns in terms of actual purchases or sign-ups for a service. Conversion rates are calculated by dividing the total number of conversions (purchases, leads, sign-ups) by the total number of clicks on your ad. The resulting percentage will give you an accurate idea of how well your ads are performing.
What does conversion tracking do?
Conversion tracking begins with the creation of a conversion action to your Google Ads account. A conversion action is a specific consumer behaviour that is beneficial to your company.
Conversion tracking can be used to track the following actions:
- Website Actions: This includes actions such as purchases and sign-ups. This can include anything consumers ‘complete’ on your website.
- App Installations and In-App Actions: Conversion tracking also tracks the number of installations of your Android or iOS mobile apps, as well as purchases or other relevant activity within those apps.
- Phone Calls Tracking: Phone call tracking includes an array of different things like tracking phone calls from your Google ads, tracking calls to a mobile number on your website, and tracking phone number clicks on your mobile site.
- Local Actions: When consumers engage with an ad that is specific to a physical location or shop, their actions are tracked.
Why do you need conversion tracking?
After implementing conversion tracking, you’ll be able to view conversion statistics for your:
- Campaigns
- Ad groups
- Advertisements
- Keywords
Viewing this data will help you understand how your results or desired goals are being met.
Start Tracking Your Results & Conversions Today!
Do you want to know what your results are? Are you interested in seeing conversion data? Google Ads tracking will do all this and more. With the help of an excellent CRM system, you can analyse your sales and customer data to track conversions and lead values.
For more information, contact us at Leadtrekker today for a free demo!
