Don’t forget to configure your Google Ads conversions

Google Ads has become an important platform, as it boosts a business’ commercial activity from a marketing standpoint.

The online market has had an unstoppable growth during the past few years, presenting a very competitive scenario for all companies.

One important thing regarding Google Ads campaigns, is they need to be correctly configured to get good results on your website. 

Conversions are one the most valuable actions in that regard, as they show you information about an ad’s impact on your target audience. You might be wondering, how do conversions work? Are they hard to configure? What happens if I forget to do it? In this article we will teach you everything you need to know about the subject.   

Table of contents

• Google Ads conversions: An important action for your website
• Basic guide to configure your Google Ads conversions

Conversions: A valuable action for your website

Boosting a new business on the internet can take a while, that is why many companies prefer using advertisements sponsored by Google Ads. This is a very effective way of achieving better results in less time, granted you have the budget for it. Ads can have different goals depending on business model and its necessities, that is exactly where conversions come into play. 

But what exactly are conversions and how do they work? Well, your Google Ads conversions are actions taken by your audience after clicking your ad, that you previously established as value actions for your company. The importance of conversions in your website’s Google Ads lies on the information they bring to your own marketing strategy and how users behave when facing it. 

For example, imagine you place an ad, and your desired action is completing an online purchase. In this hypothetical case, 200 people clicked on your campaign, but only 50 purchased something. Your metrics will show only 50 conversions (people purchasing), ignoring that 200 people clicked because it attracted them.

In other words, your Google Ads conversions will help you know which campaigns have specifically worked better for your business, this includes key words you used, segmentation, aspects of your target audience, and more. That way you can learn which campaign have better performance, working towards reaching your goals and desired actions.  

For this reason, it is crucial that you adequately configure your conversions on Google Ads, as you will save time avoiding trial and error. We know that configuring can cause confusion, so do not worry, we will help with that.

Basic guide to configure your Google Ads conversions

If you want to know if your audience is performing value actions on your website through Google Ads, you are in the right place. It is ideal for you to understand how to follow up conversions and gather more exact metrics. 

First of all, there are many types of conversions, so you need to define this in your strategy before launching the campaign. Configure them is not as hard as you might have heard, this basic guide will help you do it quick and safely. 

Step 1: Access your Google Ads account and create a conversion

To start you just need to go to Tools and settings > Measurement > Conversions. Then, click on the blue button to create the conversion (if it’s your first time, you will see an information menu and the button). After this first step, you will be ready to start configuring your Ads. 

Step 2: Select the type of conversion 

You will have several options, like websites, apps, and phone calls. But if you want to measure and follow the actions on your website, you just need to select one. 

Step 3: Configure categorizations

You will be shown a list of options to select the way data will be collected to measure the number of value actions taking place on your website. Among them are: 

• Conversion name and category: Helps better identify and organize the collected information.
• Value of the conversion: Set your main value, and if it will be the same on all sales or it will vary depending on the product or service.  

• Total count: Configure if you will count all conversions coming from the same user, based on your main goal. 

• Post clicks conversion window: Set the amount of time before a value action is completed after clicking on the ad to consider it a conversion. 
• Post-process conversions: Set the amount of time before a value action is completed after clicking or interacting with the ad to consider it a conversion. 
• Include in “conversions”: This option allows you to save the information from these conversions for future smart campaigns. 
• Attribution model: Experts recommend to always keep it in “lineal”

Step 4: Install the code on your website

This requires knowledge that is a bit more advanced; you need to paste the code generated by Google Ads on your website, inside the head tag on HTML, or simply add by it using Google Tag manager.

Step 5: Receive new metrics in Google Ads

Finally, you will get more precise information regarding the number of conversions, percentage, and investment cost. This data will help you capitalize on your future campaigns much better. 

As you can see, forgetting to set your Google Ads conversions is an error that will cost you time, money, and effort. Besides, it is not just about creating and configuring conversions, but to also so it correctly.

The process can be confusing, if that’s the case we recommend you seek help from a professional or hire a marketing agency.  

One of the things we enjoy the most at Axiomacero is creating effective marketing strategies that generate recurring revenue for