Introduction to Advanced Conversion Actions
Overview of Conversion Tracking Action
You can create up to 100 different conversion actions (e.g. transaction types) and set up separate monetary values for each one.
For example, an action might be a user signing up for a newsletter, making a purchase, or downloading a file. Each action can be used to generate a conversion tracking code snippet which the advertiser can place on their website. By using different actions for the events that you're interested in, you can keep track of how many users complete each of these separate actions.
Conversion Tracking Action Types
AdWords provides different types of conversions that you can define. The list below are examples of the different conversion types you can create. You can also create your own conversion type using the 'Other' label.
- The Purchase/Sale label helps online commerce sites track purchases and sales.
- The Leads label tracks how many users reached a point in your website at which they have contacted your company, such as completing a 'request more information' form on your website.
- The Sign-ups label can track how many users elected to subscribe to a newsletter or download a white paper.
- The View of a key page label enables you to track when a visitor navigates to a specific page that you think is valuable.
- The Signup label shows you who signed up for your service on your site.
- The Other label enables you to define your own conversion type.
The action types are just labels; you're not restricted to tracking only these types of action. Action labels can be assigned to any conversion page you would like to track.
Using Advanced Conversion Tracking
Static Variables in Advanced Conversion Tracking
When you edit or create a new action, you have an option to define a value for each action. If the value of each conversion does not change, use the Revenue for your conversion field, which accepts integer values. For example, if you're tracking signups for a newsletter on your site, and you have determined that signups are worth US$25 to your company, you would enter '25' into this field. Entering a revenue amount for the conversion into the will allow AdWords to calculate the total value for your conversions.
Using Non-Static (Dynamic) Variables in Advanced Conversion Tracking
In order to track a dynamic value per conversion (such as a shopping cart total), you can implement a dynamic value in the conversion tracking code snippet. To do this, implement code in your conversion page to overwrite the value of the google_conversion_value variable. The variable you need to change is bolded below for your reference.
[Purchase Conversion Default: Sample code snippet only - DO NOT USE]
<html>
<body>
<!-- Google Code for Purchase Conversion Page -->
<script language="JavaScript"> <!--
var google_conversion_id = 1234567890;
var google_conversion_language = "en_US";
var google_conversion_format = "1";
var google_conversion_color = "666666";
if (1) {
var google_conversion_value = 1;
}
var google_conversion_label = "Purchase";
//--> </script>
<script language="JavaScript"
src="http://www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<img height=1 width=1 border=0
src="http://www.googleadservices.com/pagead/conversion/1234567890/?value=1&label=Purchase&script=0">
</noscript>
</body>
</html>
<body>
<!-- Google Code for Purchase Conversion Page -->
<script language="JavaScript"> <!--
var google_conversion_id = 1234567890;
var google_conversion_language = "en_US";
var google_conversion_format = "1";
var google_conversion_color = "666666";
if (1) {
var google_conversion_value = 1;
}
var google_conversion_label = "Purchase";
//--> </script>
<script language="JavaScript"
src="http://www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<img height=1 width=1 border=0
src="http://www.googleadservices.com/pagead/conversion/1234567890/?value=1&label=Purchase&script=0">
</noscript>
</body>
</html>
To make sure that conversion tracking works on your dynamic pages, first double-check that the code snippet is included in the correct conversion page. Then, confirm that the code was inserted into the static portion of the page.
For example, you could set google_conversion_valuable to 'total_cost' where 'total_cost' represents the total amount in your shopping cart. If you customize it this way, the 'Value' column in your Conversion Tracking page will show the total amount of your shopping cart across all your conversions.
Best Practices for Conversion Tracking
Overview of Best Practices for Conversion Tracking
- Conversions (1-per-click) are useful for tracking unique customer leads, whereas conversions (many-per-click) can give you information about multiple transactions
- Set up different kinds of conversion types and create monetary values for each to keep track of items on your site
- If your AdWords account is linked to an Analytics account, import your Analytics goals into Conversion Tracking. With the shared data, you can benefit from accessing Analytics goals, transactions, and session data related to your AdWords ad clicks from right within your AdWords account.
Thank you so much for posting all these best practices that will help in conversion tracking. I am trying to search some good ways so that conversion rate on my website can be improved. I will try all these points.
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