What conversions should be tracked for Google Analytics and Google Adwords?

What are the benefits of having meaningful conversions set-up in Google Adwords and Google Analytics?

  • Gauge success on organic and paid advertising campaigns
  • Determine what action the user is taking on your website to get in contact with your business
  • Track phone calls that take place on your site (which is often overlooked since a DNI number needs to be inserted)
  • Put together a cost per acquisition or a cost per lead, which will benchmark your success and determine profitability

For our digital marketing agency, The Media Captain, there are numerous conversions that can take place on our website. It is important for your business to go through your site and list out what you deem to be conversion worthy.

  • Someone fills out a contact form
  • Someone calls into our office on the website
  • Someone LiveChats with a digital specialist
  • Someone clicks on our email to send a message, which is visible on our header and footer

While a developer would be helpful for taking care of implementing conversions that require javascript injection, anyone can come up with the list of conversions to classify on your website, which is an extremely important thing to do.

Just so you understand each of the conversion actions, I’ve gone into more detail below. Please remember that you will initially need to set-up Google Analytics Tracking onto your site. Also, this blog does not pertain to eCommerce tracking. For eCommerce tracking, it is more black and white because you’ll just want to track the revenue from the sale of your products.

  • Thank you confirmation page 
    • This will take place if someone fills out a contact form and then is directed to the thank you confirmation page.
      • This conversion can be set-up within Google Analytics and then imported into Google Ads. This won’t require any development work.
        • Within Google Analytics, make sure you go to “admin” and then “goals” and you can see below that we are tracking the destination of the URL

  • Contact form submission (button click) 
    • This will be a conversion that takes place when someone fills out a contact form but there is no thank you confirmation page
      • This would require javascript being placed onto the button and a goal being created within Google Analytics. This goal would then be imported into Google Ads.
          • Fortunately, we have web developers who can place pixels based on button clicks and they work within Google Tag Manager to set this up. Below is a video tutorial if you are interested in doing this yourself 🙂

  • Google Mobile Click to Call
    • This is a conversion that is set-up within Google Ads and will be counted as a conversion if someone clicks on the “call now” button on a mobile PPC advertisement
      • This won’t require any development work
        • This conversion would be set-up through Google Ads since this phone number would only populate on PPC advertisements

  • Google DNI (dynamic number insertion) 
    • This is a conversion from a phone call on your website. If someone clicks on a Google PPC ad and is then directed to your website, the number will dynamically swap
      • You can set this up within Google Ads for no cost. They provide an option for DNI Call Tracking.
      • If you want to track all calls from your website, you can use a great service like CallRail
        • Note: Phone call tracking is often overlooked yet accounts for a lot of conversions. Call tracking requires development work to get the pixel placed for the DNI number to swap out.
            • If you purchase a completely different number, it can be easier to just  add this to your website and have reporting data on this stand alone number but DNI is amazing for tracking all calls and breaking down calls by organic, PPC, referral, etc. Below is a video from CallRail that shows you how to track phone calls from Adwords.

  • Email Button 
    • If there is an area where someone can email the company, such as “[email protected]” in the header or footer, the conversion should take place on the button click
      • This would require javascript being placed onto the button and a goal being placed within Google Analytics – This goal would then be imported into Google Ads.
        • Below is an example on The Media Captain’s website of how we’d track a conversion for people clicking on the “[email protected]” as this is a valuable action that could lead to a conversion

In addition to all of the conversions mentioned above, it is recommended to track how many people visited the “Get a Quote” or “Contact Us” page because you can then differentiate how many people visited the page versus completed a conversion. This would be created as a goal within Google Analytics and can be imported into Google Ads.

In conclusion, before you get started on any marketing or advertising initiative, make sure to set-up goals properly within Analytics and Adwords. It is the official source of truth for your marketing performance.