Conversion tracking allows you to know what actions the audience performs on your website after they’ve interacted with your ad. This helps:
1. To understand the efficiency of your advertising
It lets you know what keywords, ads, and campaigns motivate your audience the most. Use this knowledge to estimate the return on investments and decide on how to allocate your advertising budget.
2. To use Smart Bidding for automatic optimization of your campaigns
These Smart Bidding strategies include:
- “Maximize conversions"
- "Maximize conversion value"
- “Target CPA"
- "Target ROAS"
These algorithms are based on data regarding the online behavior of many users. The system forecasts the perfect time for showing ads by letting you know when conversions will most likely happen and depending on that, it raises or lowers the bid.
3. To track down a user’s path to conversion on different devices
You can track conversion statistics for users who clicked on the ad using a browser or a device and made the conversion on a different browser or device. These statistics are displayed in the “All conversions” report in the Google Ads.
There are three ways to track conversions:
1. Google Ads
This method allows you to receive data about conversions made by users who visited your website after clicking on the ad.
Each action is transferred to the Google Ads account in 3 hours. Also, the system fixes conversions that were made not only right after they click on the ad, but even later.
For example, the user visited your website by clicking on the ad, then went to Facebook, and after that made a conversion - in this case, the conversion will be referred to Google Ads. Actions that were made without interaction with Google Ads won’t be tracked.
2. Google Analytics
This method allows you to receive detailed reports about user behavior. For example, you can get information on:
- Conversions from different channels,
- Time spent on your website, etc.
If you choose this tracking method, you can receive less data for campaign optimization, because only conversions that were related to Google Ads, using the last indirect click, will be transferred to the Google Ads account. Other conversions don’t transfer to Google Ads.
For example, a user went to the website from Google Ads ad, then went to Facebook, and after that, made a conversion. In this case, the conversion won’t be transferred to Google Ads and you can’t use it to optimize your ads.
Also, it takes more time to transfer conversions from Google Analytics to Google Ad – you may have to have to wait for 12 hours.
But this method of tracking can give you more information about the website visitors. This helps to set up campaigns targeting the audience that already visited your website (i.e., remarketing).
3. Google Ads + Google Analytics — we recommend this method
In this case, conversions received from the Google Analytics tag can be used for campaign optimization. On the other hand, the data resulting from Google Ads can be used for remarketing and carrying a more detailed analysis of actions taken on your website.
If you choose this method, turn off the import of Google Analytics goals and transactions into Google Ads if you don’t want to end up with double the data.