2020 US Search Award Winner
2020 US Search Award Winner – Best Use of Search – B2C (PPC)
Google Ads

1. Sign in to Google Ads.

2. In the upper right corner, click the tools icon, and under “Measurement,” click Conversions.

Google Ads Conversions

3. Click the +CONVERSIONS button.

Add Conversion to Google Ads

4. Click Website.

Click Website

5. Next to “Conversion name,” enter a name for the conversion you would like to track. Popular names for conversions are Transactions, Sales or Leads.
6. Next to “Category,” select a description for your conversion action. (optional)
7. Next to “Value,” select 1 of 3 options outlined below for how you would like to track the value of each conversion;

a. “Use the same value for each conversion” – This option would be suitable for any lead-based conversions that have a specific worth to your business.
b. “Use different values for each conversion” – This option would be suitable for accounts tracking purchases of products with different prices. Later, we will customize our tag to track transaction-specific values.
c. “Don’t use a value

Add Ads Conversion
8. Next to “Count,” select how to count these conversions.

a. For purchases “Every” is recommended.
b. For leads, “One” is recommended.

Create Ads Conversion
9. In the Click-through conversion dropdown, select how long to track conversions after an ad interaction from the drop-down. The window can be 1 to 90 days. This can vary for every account, but typically we suggest the following;

a. For retail clients, we suggest a 30-day window.
b. For lead gen, we suggest you take a look at the typical conversion length for previous users. If you are unsure, a 30-day window is a good place to start.

10. In the View-through conversion dropdown. Select how long to track view-through conversions from the drop-down. We suggest 1 day.
11. In the Include in “Conversions” dropdown, we suggest the following;

a. If this conversion will be the main KPI, select “Yes” by checking the box.
b. If this conversion will be a secondary KPI, choose “No” by leaving the box empty.

12. Click Create and continue.

Matthew Smith
Latest posts by Matthew Smith (see all)