Measuring Adwords

29th October 2016

Yes, with digital you can measure everything (almost). The problem is that only few marketers are aware of the measurement and reporting options and fewer brands and organizations  are actually using tracking options.

This is not another article about how you can get more conversions in your digital marketing campaign. The following is a guide of how actually you can set up conversions tracking in your google adwords campaign.

google-adwords-advertising

Setting up conversions in your adwords account.

Open your adwords account and follow the process step by step. Let’s start.

In your adwords account click on ”tools” and select conversions.

google-adwords-dashboard

Click the red button that says ”conversion” and you will head to the following screen where you can select ”website” conversion.

conversion-source

Give a name to your campaign and your objective.

conversion-actions

In this screen you can see that we have three options. Adwords lets you to give a value to your campaign. You can attribute revenue and calculate your return on as spend (ROAS) and return on investment (ROI).There is a difference between these two options since ROAS take into account only ad expenses while ROI measures other factors as well, like the cost of goods and products.

  1. Each time it happens, the conversion has the same value

In other words, every time the tag fires, it will worth the same amount for all conversions.  So, it’s up to you to set a value based on how much you are estimating your products/services or your leads (newsletter sign-up, create new account)

  1. The value of this conversion action may vary (for instance by purchase price)

With this option you can inform adwords that you need a different value based on what product or service the consumer will select. It is an ideal option for e-commerce sites and platforms.

 

  1. Don’t assign a value

In other word, it measures the conversion without giving any value.

 

In the next screen you have 2 options:

conversion-count

  1. Every: counts every conversions when the tag fires. It is ideal for e-commerce sites. For example a user finds your site in a search adwords text ad, clicks and then makes 2 purchases; in this case you will see 2 conversions.
  2. One: With this option you can see only 1 conversion after 1 click. It is ideal for lead generation. For instance, the same user will complete by accident twice an online form in your website.

 

In the next screen, you can select the timeframe of the conversion tracking.

conversion-windows

With the option of conversion window you can set up the timeframe of the time where a conversion is eligible to fire. If you select 30 days and user makes a purchase after 31 days after clicking your ad, then this conversion will not be recorded as a completed conversion in your adwords campaign.

The view-through conversion is valid when a user views an impression generated by a display ad without clicking on it but later converts in the website of the same brand as the display ad.

 

In the next screen you can select the type of conversion you like to measure.

category-conversion

Include in conversions is a strange option. And I will explain.

include-in-conversions

With this option you can select if you want to include conversions in the conversion column of adwords dashboard. Why someone would not want this option? The answer is the portfolio bidding strategy.

The bidding options such as CPA, enhanced CPC and ROAS all are based on the data from the conversions column.

So, if you don’t include a conversion in the conversions column is sometimes good for any conversion which you don’t want to optimize your bids for.

 

Finally, the attribution model.

attribution-model

This is an new addition with which you can determine how much credit every ad click receives for a conversion. At the moment is only available for search and shopping campaigns.

  1. Last click: all the credit of the conversion is given to the last click of the user before the purchase
  2. First click: all the credit of the conversion is given to the first click of the user before the purchase
  3. Linear: the credit is given evenly amongst all the ads of the user in the conversion path, from the first click until the purchase
  4. Time decay: using this attribute you are giving more credits to clicks that happened closer to the purchase. It uses a 7 days timeframe; so a click 8 days before the purchase gets the half credit in comparison with a click 1 day before the purchase
  5. Position-based: using this model you can get 40% for the first click, 40% for the last and the other 20% goes to the remaining clicks

 

That’s it, click save and continue and install the generated tag in to your website.

google-adwords-tag

It is not the easiest thing, I know, but is the only way if you want to get the 100% out of the adwords performance.