Conversion Tracking Fundamentals
What is conversion tracking?
Conversion tracking is a powerful tool that lets you identify how well your ad campaign is generating a business' KPI such as email sign-ups, purchases, etc. The data recorded by conversion tracking allows you to identify campaign opportunities, so you can optimize your bids, ad text, and keywords accordingly.
A conversion tracking tag, or code snippet, is added to the client’s website code. When a customer clicks on your ad, a temporary cookie is placed on their computer or mobile device. When they complete the action you defined, the cookie is recognized (through the code snippet), and a conversion is recorded.
Why use conversion tracking?
- Learn which keywords, ads, ad groups, and campaigns are best at driving valuable customer activity.
- Understand your return on investment (ROI) and make better informed decisions about your ad spend.
- Use Smart Bidding strategies (such as Maximize Conversions, target CPA, and target ROAS) that automatically optimize your campaigns according to your business goals.
- Find out how many customers may be interacting with your ads on one device or browser and converting on another. You can view cross-device, cross-browser, and other conversion data in your “All conversions” reporting column.
Marketing platform conversions and analytics events are most commonly implemented using GTM. It is up to the client to ensure GTM is installed onto the site and we are given the right permissions.
Common tracking conversions
- Ecommerce
- Purchase
- Add to Cart
- Begin Checkout
- Lead Gen
- Form Submit
- Account Signup
- Additional User Behaviours
- 50% Page Scrolled
- 30 Secs on Page
- 2+ Pageviews