Chapter 6: Conversion Tracking

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We didn’t purposefully leave the meatiest chapter as the last one in Part 1 of the book, but with so much of fundamental information on AdWords under your belt, we think you can handle it.

There would be no merit to AdWords if it didn’t yield great results, and those results wouldn’t be reached if there was no conversion tracking. So as soon as you’ve got some campaigns going, you should also set up conversion tracking to keep tabs on your buyers. While conversion tracking isn’t perfect, it surely comes as close to perfection as possible. Actually, you can not only use AdWords, but Analytics too to get the most detailed insights into all of your conversions and even the non-converted visitors to improve your site.

Setting up conversion tracking, generating the conversion tracking code and altering the conversion settings are explained in-depth, so you can follow our step-by-step instructions and do it all yourself. You could also decide to put the code on the website yourself or hire a web manager to do it for you if you’re scared you might break something! Same with optimising conversions—we will tell you how to set up tests and run them, but you’ll have to do some coding yourself or hire a handy internet man to do it instead.

Yet, it’s not just website conversions that you can look into, as Google are stepping foot to foot with technological advancement. Mobile app conversions, offline conversions and even call tracking are all facilitated by AdWords, allowing you to get a comprehensive image of all your business.

And if you really want to take a well-measured look at your conversions, then you should read what we have to say on the dimensions tab and the conversion columns, as segmenting data allows you to single out points in time and meaningful events to lead your business to even bigger success and ever larger ROI percentages.