Monitoring Conversions

The main advantage that Pay Per Click has over more conversional methods of advertising, such as Direct Mail or advertising on television, is that you can track and monitor all different types of metrics. This is why it is essential that you set up your conversion tracking correctly to take full advantage of this benefit.

Setting up conversion tracking code

To set up the conversion tracking code you can use the Google wizard to generate the code to insert into the last page of the type of conversion you want. If you want to track sales as a conversion, you usually insert the code on the confirmation, thank you or receipt page. But it is equally as important to correctly tag the type of conversion you are tracking. If you want to track both emails sent and sales made, make sure that during the conversion code generation you correctly tag the type of conversion. This will then be reflected in the code.

Link up Analytics to Adwords

If you have correctly set up your Analytics and your AdWords account, it is important that you link the two together. This will then tag all traffic from AdWords correctly in Analytics so you can track and identify the different campaigns, Ad groups and keywords using the program. To do this, the username you use needs to have admin rights to both AdWords and Analytics. Once you have done this, log in to you AdWords account, click on Reports and then Analytics. Select, “I currently have an Analytics account” and then in the drop down menu, select the correct Analytics account to link to.

Philip Pollock
PPC Account Manager