Google Ads Performance Tracking
Setting up your Google Ads tracking code will allow you to communicate mission critical KPI’s from your website, back to Google Ads, and your Google Analytics accounts. It’s a good idea to setup the basic conversion tracking code on your Website Form’s “Thank You” page so you can track important information on the conversions coming through your website.
If you want to take tracking to the next level, you can look at connecting your Google Ads account to your Google Analytics account, and then setup individual goals within your Google Analytics account.
Each tracking code placed on your website will require resources from your website every time your website loads. It’s not difficult to imagine a scenario where that could effect your websites performance, having a negative effect on your click-through rates, quality scores, and ultimately your ability to run Ad’s competitively in Google Ads. Google Tag Manager (GTM) is a free tool offered by Google that will allow you to consolidate the load time into one piece of code on your website with your tracking codes living within your GTM account.
Setup Your Google Ads Conversion Tracking Code
If you fail to set up conversion tracking properly, you will have no way of monitoring your most important KPI.
The first of two steps in setting up conversions is to create the conversion tracking pixel. Follow the instructions below exactly:
- From your main dashboard in Google Ads, click on the “Tools” tab. Under the measurement menu, choose “Conversions”
- Next, choose which type of conversions you want to track (sales, calls, or importing conversions)
- Name the conversion and choose a category (Purchase/Sale, Sign-up, Lead, View of a key page etc.)
- Then set a value for these conversions (I.e. average consult net revenue etc.)
- Finally, choose your preferred conversion window
Once you’ve created your conversion tracking pixel, it’s time to actually install it on different pages on your website and other digital properties (such as your dedicated PPC landing pages).
- When it’s time to place the pixel, you’ll first see your global snippet, which you can place on all relevant web pages to be used for re-marketing purposes as well as conversion tracking
- Next, you’ll copy the Event Code, which will track different types of conversions for further detailed data
- You’ll place this code directly after the global snippet on every page you choose to track
- The global snippet should remain the same on all pages, but if you want to track different types of conversions, you should create individual event codes for each relevant page on your website and associated digital properties
The success or failure of your Google Ads campaign over time depends on how well you analyze your data. As you increase your budget and run more aggressive approaches to your campaigns, you will gain more information about what works and what doesn’t.
By tracking data over time, patterns will manifest of how to best allocate your funds to maximize clicks, minimize cost-per-click, increase conversions, and decrease cost-per-conversion.
Don’t get overwhelmed by KPIs, Competitive Metrics, and locating the right Search Terms. Get help from experienced Google Ads Certified Professionals, contact SYZYGY for a free PPC consultation.