Tutorial: Tracking Conversions with Google Analytics
Track conversions tell us what happens after a customer clicks or interacts in any way with the ads buying the product, subscribing to a newsletter, downloading the app or phone.
HOW TO DO IT
1. First, create a conversion action in your AdWords account, which is one that you can define as valuable to the business. In fact, you can create multiple conversion sources. You can do this from the Tools tab and select Conversions from the drop-down menu. Click +Conversion to see the different types of conversion sources that can be tracked. This step is common in all tracking processes whether in a web, app, etc. However, the configuration process is different depending on what is being tracked.
Generally, what happens when you add a conversion tracking tag (either in the form of a code on your website or in your mobile application) is to place a temporary cookie on the client from the moment they click. And when the client completes the action that has the tracking, the system detects the cookie and registers the conversion.
2. Once you have defined the conversion sources, tap to see how they will be posted. Click Count and select All if all conversions add value to the business and lead to sales. If you want to know the sales opportunities (for a registration form, for example), select the option Single.
3. In Conversion windows you must indicate how long you want conversions to be tracked from the moment the user clicks on the ad. It can be a short period, a week or a long period of up to 90 days. If you want to determine how long the tracking is done since the user sees the ad on the Google Display Network (30 days maximum).
* Do not forget to click Include in Conversions if you want this action data to be included in the reports, but if you don’t, it will be included in the All conversions column.
4. Finally, Adwords offers several attribution models, which allow you to choose the percentage of the value you receive each click for your conversions. The value can be attributed to the client’s first click, last click, or a combination of multiple clicks. This can also give you more information on ad performance and help you optimize your route. Here you can see all attribution models that exist.
5. Save and continue.
6. It gives you the option to save the instructions and the label itself or to send everything by mail if it is a webmaster who will install it on the website. Finally, link your Google Analytics account to receive all the data and improve tracking.
In apps, you can track app downloads, downloads from Google Play, the first opening of the app and actions like purchases that are made on it. The simplest thing is to do it through the data provided by Google Play. It’s important that you select Mobile Application and look for your app by name, package name or publisher to associate the conversion action to the app you want and so Google Adwords can also accurately account for conversions.
You should follow the same steps as for the website.
But in this case, select phone calls and you can control when a customer calls a phone number for an ad, by having seen it on the website or by clicking on it from the mobile website.
2. Once you have defined the value of each action, name each type of conversion. For example, “Call to make reservations”.
3. In Call, duration determines what the call should last (in seconds) to be counted as a conversion.
4. You can count them. As with the website, click Count and select All if they are sales or Unique if they are sales opportunities.
5. And also you must determine in Conversion Windows the period of time for which you want to track in each action.
If you want to track phone calls to a website, you need to add the conversion tracking code.
5. Save and continue.
If you’d like to expand information and know how to add phone numbers to your ads, click here.
ADVANTAGES OF CONVERSIONS TRACKING