Why Measure Conversions of Your Google Adwords Campaigns?

Fanny Sadoule
  • April 24, 2017

Adwords campaigns allow you to promote your businesses' services and products on the internet.​ This strategy has many advantages; the creation of Google Adwords campaigns allows you to develop traffic to your website quickly, generating immediate results (campaigns are directly online after Google's approval and you may instantly appear on the search engine).

However, to know the benefits these campaigns bring to your business​, you need to accurately measure your Return On Investment (ROI).

Today, we will demonstrate why you should measure conversions from your Google Adwords campaigns.

First of all, what is a conversion?

Conversions occur when a user clicks on one of your Google Adwords ads and subsequently performs an action on your website. Conversions can range from contact form submissions, newsletter registrations and completing purchase orders.

Why would you want to track conversions of your Adwords campaigns?

Tracking and measuring the conversions obtained on your website from your campaigns allows you to identify user behavior, calculate effectiveness and the ROI for your ads - allowing you the flexibility of adjusting your campaigns to deliver maximum results at a lower cost.

Setting up AdWords Conversion Tracking requires a certain amount of consideration. First, you need to define the organizational objectives of your campaign and consider what indicators will assist you to achieve your objectives. Next, it's important to take into account the location of the tracking code. For instance, the main objective of a business that only has a showcase site is usually to gather information about its prospects. Conversion tracking is possible by setting it up on the confirmation page of the contact form. When prospects who are directed to the website from an Adwords ad fill out the contact form, a conversion will be counted.

In the case of e-commerce sites, it's preferable to follow several levels of conversions as the online shopping process is composed of various stages. They are as follows:

  • the customer places his/her product in the basket
  • the user's registration
  • an order confirmation

It would be in your best interest to follow all these steps by placing the conversion tracking code on the corresponding pages. In doing so, you can follow-up on the entire retail process and user interests. Analyzing purchases or incomplete shopping carts will help you improve your business, conversion rate and customer experience.

In a future article, we will discuss how to install a conversion code on your website to measure the effectiveness of your Google Adwords campaign.

Don't hesitate to contact us, our team of experts is available to answer your questions and to help you set up your conversion tracking.