Adding Dynamic Values to AdWords Conversion Tracking

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What is AdWords Conversion Tracking?

Conversion Tracking is a free tool available within Google AdWords. This tool tracks customers’ behaviour once they click on your ad so that you’ll be able to see whether they ‘convert’ or not. What counts as a conversion is completely up to you, be it submitting a contact form, completing a purchase or signing up to a newsletter, for example.

Importance of Conversion Tracking

Having this information available to you means that you’ll know which of your ads and keywords lead to conversions, as well as seeing the cost per conversion and conversion rate. Once you have a clear understanding of what’s working for you and what’s not, you’ll be better equipped to invest in your AdWords advertising.

Advantages of using conversion tracking in your AdWords account include:

  • Potential for an improved Return on Investment (ROI)
  • Connect keywords and ads to business goals
  • Discover the conversion rates on different devices (Is your website mobile friendly?)

We recommend setting up Conversion Tracking so that you can get the most from your AdWords campaigns. Do this by generating a  snippet of HTML code in AdWords and add it to your webpage. Simply go to ‘Tools’ then ‘Conversions’ in your AdWords account and follow the steps from there.

The webpage that the customer sees when they have converted, ie. a ‘Thank You’ page, is where this piece of code is to be placed so that when a ‘conversion’ has taken place you can relate the conversion to the ad or and keyword that the customer initially searched and clicked on.

 

Finding the Value of Each Conversion

Being able to see which campaigns and keywords are getting conversions can be invaluable for your business. Equally as valuable to your business is knowing which campaign is profitable or under-preforming and having the ability to monitor this and make changes accordingly.

By adding the ‘Value’ field to your conversion tracking you will be able to see the revenue generated from each conversion in your AdWords campaigns at keyword, ad group and campaign level; particularly valuable for ecommerce websites.

This can be done by submitting a static value, however this assumes that each conversion is of the same value. If this is not the case for your conversions, then you may rather opt for ‘Dynamic Value’ Conversion Tracking. 

Dynamic Values and Conversion Tracking

To add dynamic values to your conversion tracking you will have to integrate dynamic values into the AdWords tracking code snippet we mentioned earlier in this article. It is recommended that you seek the support of your web developer to do this. It’s a quick job for them.

Or, if you feel confident in altering the code yourself, here is an example of how the standard Conversion Tracking code retrieved from your AdWords account (as above) is to be altered. This is in PHP.

dynamic-values

The piece of code with a line through it is removed and the highlighted code is added.

What the web developer is actually doing is altering the code so that the value (£) of the customers shopping cart at the time of conversion is pulled into your AdWords account and appears in the Value column.

Once you have set up dynamic conversion values you will be also be able to use return on ad spend (ROAS) flexible bidding strategies within AdWords.

Hope you find this useful. Feel free to get in touch or comment below.

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