One of the most important parts of using Google Adwords is being able to track conversions accurately. After you’ve made your selection of keywords, created a compelling ad, and then implemented your Google Adwords campaign, the next step is to start tracking conversions and reviewing the results.

Google offers two valuable conversion tracking tools through the Adwords platform, but you may decide you want to simply rely on landing page hits or the number of sales generated from a particular link you used within the ad. Whatever the case may be, here are some tips for tracking conversions with Google Adwords:

Google uses a Javascript code to gather conversion data from your links. You need to embed this code in your links. This method can also be used in most checkout processes including shopping carts.

This tool does not show the number of visitors to your site; but it tracks click-throughs on your ads that resulted in a conversion. Once you place the simple code into your website, you can then access the data in the Reports Center of Google Adwords under ‘Campaign Summary’.

Conversion tracking will only produce accurate results if you meet these two conditions: First is that you must be running approved Adwords ads on your site. The second condition is only your conversion page should contain the tracking code.

You can confirm that the code is working by doing a complete conversion yourself. Just remember not to click on your own ads as this is against Adword’s TOS. Once a conversion is done, you will be able to see the click-through and conversion data within twenty-four hours.

You can still track your conversions if you are using a payment checkout system, like PayPal. PayPal and most other systems offer a conversion confirmation webpage wherein you can insert your Adwords tracking code. You will have a record of all conversions or sales once a customer successfully completes the checkout process.

Authors Sarah Milstein, J.D. Biersdorfer and Mathew McDonald of the book “Google: The Missing Manual”, emphasize the importance of determining your total cost-per-conversion for every campaign at any given time.

This information will tell you the actual costs of generating a sale with your campaign. To calculate this, match the number of conversions with the total cost of campaign for a certain period.

Marketing with Google Adwords is a powerful technique that most online-businesses can use to find more sales. Creating quality Google Ads is one of the best skills to have when using Adwords – and there are many quality training guides available online.

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