Tracking conversions is key to understanding the effectiveness of your Google Ads campaigns. Each time a user completes a specific action you’ve identified, it counts as a conversion.
Google Ads provides a range of conversion tracking options, allowing you to monitor different types of user interactions. Here’s a breakdown of the main conversion categories you can track on Google Ads.
Website Actions
One of the most common types of conversions is tracking website actions. These are specific actions users take on your website, such as making a purchase, subscribing to a newsletter, filling out a form, or downloading a resource like an eBook.
Setting up tracking for these conversions is straightforward with the detailed guidance provided by Google Ads.
Online Sales
Tracking online sales is crucial for e-commerce businesses. Google Ads allows you to assign a value to these transactions, helping you measure the return on investment (ROI) from your ads. You can configure the conversion value in three ways:
1. Fixed Value: Every conversion is assigned the same value, regardless of the actual transaction amount.
2. Variable Value: This allows for transaction-specific values, which can vary depending on the purchase. You’ll need to modify your conversion tag to support this option.
3. Default Value: If there are technical issues, a default value is used as a fallback.
Phone Calls
Google Ads also lets you track phone call conversions, making it easier to measure the effectiveness of your ads in driving direct communication with potential customers. You can filter out shorter calls to ensure you’re tracking meaningful interactions. There are three types of phone call conversions you can monitor:
1. Calls from Ads: These are generated from “call-only” ads where users call directly from the ad.
2. Calls to a Website Number: When a user clicks on an ad, lands on your website, and then calls a specific number listed on that page.
3. Clicks on a Mobile Site Number: Google tracks when a user clicks on a hyperlinked phone number on your mobile site, even before the call is made.
App Downloads
For businesses with mobile apps, tracking app downloads or in-app activities is essential. Google Ads can track when a user downloads your app or performs an action within the app, like making a purchase or completing a level in a game.
You can also monitor “first opens” to see when a user opens your app for the first time after downloading it through your ad.
Offline Conversions
Not all conversions happen online. Google Ads allows you to track offline conversions, such as in-person purchases or sales completed over the phone. By importing offline conversions, you can get a fuller picture of which ads and keywords are driving the most valuable actions.
This can be particularly useful if you’re using a CRM like Salesforce to track sales that originated from an online ad.
Integrating Multiple Conversion Types
One of the strengths of Google Ads is the ability to track multiple conversion types simultaneously. This flexibility allows you to get a comprehensive view of your campaign’s performance and fine-tune your strategies for maximum impact.
Conclusion: Boosting PPC Conversions
While it’s possible to learn how to set up and optimise Google Ads conversions on your own, it can be time-consuming and complex. Hiring a professional can save you time and budget, ensuring that your campaigns are expertly managed for the best possible results.
At SX Marketing, our experts specialise in creating high-converting PPC campaigns tailored to your business goals. Whether you’re looking to increase sales, generate leads, or boost app downloads, we have affordable packages designed with small businesses in mind.
Let us help you maximise your ad spend and achieve your business targets through strategic PPC management.
