Google Ads Conversion Tracking Tutorial

Overview

• Goal of the tutorial: Track all forms of conversions in Google Ads, including:
  • Phone calls
  • Contact forms
  • Text messages
  • Emails
  • Button clicks

Importance of Conversion Data

• Accurate conversion data is crucial for successful campaigns.
• Common issues observed:
  • Inaccurate or missing conversion data.
  • Lack of clarity on what conversions are being tracked.

Key Metrics Example

• Example campaign performance: 77 total cost, 5 conversions, $15 per conversion.
• Importance of feeding Google Ads with good conversion data for better performance.

Conversion Actions

Setting Up Conversion Actions

1. Types of Conversion Actions
   • Phone call leads (3 main actions)
   • Contact form leads
   • Email clicks
   • Text messaging
2. Bidding Strategies
   • Enhanced CPC (being deprecated)
   • Maximize conversions
   • Maximize conversion value
   • Target CPA (Cost Per Acquisition)
   • Target ROAS (Return on Ad Spend)
3. Tracking Goals
   • Optimize for specific conversion goals in your campaigns.
4. Valuing Conversions
   • Differentiate value of conversions (e.g., phone calls may be worth more than contact form submissions).

Creating New Conversion Actions

• Website conversions
• App conversions
• Phone call conversions
• Import data from third-party sources (e.g., CRMs)
• Utilize Google Tag Manager for optimal tracking setup.

Google Tag Manager Setup

1. Installing Google Tag Manager
   • Ensure GTM is installed on your website.
   • Create a new tag for Google Ads conversion tracking (enter Conversion ID and label).
   • Set triggers based on specific actions (e.g., form submissions, button clicks).
2. Using Variables
   • Track user interactions on your website through variables.

Enhanced Conversions Setup

• Implement enhanced conversions for leads.
• Track user data to improve conversion accuracy.

Tracking Button Clicks as Conversions

1. Creating a Conversion Action for Button Clicks
   • Use a "click" trigger to track button clicks.
   • Ensure the button has a proper link format (mailto: or tel:).

Testing Conversion Tracking

• Use Google Tag Assistant to test if conversions are firing correctly.
• Ensure that all conversions are counted accurately in Google Analytics and Google Ads.

Summary

• Importance of configuring conversion actions correctly to optimize Google Ads performance.
• Use both Google Tag Manager and Google Analytics to set up, track, and optimize conversion actions effectively.
• Drive leads by ensuring proper conversion tracking and reporting within Google Ads.