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Lessons Catalog
Lesson 4e: Advanced Conversion Tracking
Getting Your Conversion Tracking Code
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Objectives: You'll learn how to:
- Define values for your conversions.
- Implement and verify your conversion tracking code.
The advanced conversion tracking option enables you to define a value for each transaction. If the value of each transaction (conversion) does not change (that is, it is static), use the Value field, which accepts integer values. For example, if you're tracking signups for a newsletter on your site, and you have determined that signups are worth US$25 to your company, you would enter '25' into this field. Entering a value for the conversion into the advanced field will allow AdWords to calculate the ROI associated with that transaction. Using the value of the transaction and the cost data, AdWords can get an accurate cost per conversion.
You'll often place conversion tracking code on a page that summarizes for your users the total dollar cost of their purchase. Since the value of each customer's transaction is different, the webpage uses what's called a dynamic variable. A dynamic variable is a value that changes based on automated calculations, and is part of the code on the page.
You can track dynamic transaction values by inserting a dynamic variable in the Value field when setting up conversion tracking.
Conversion tracking works with most of the popular webpage development languages available. For example, ASP users most likely have a dynamic variable such as <%=totalValue%>, while sites built with PHP resemble <?echo $totalValue?>.
Verifying that you correctly added the conversion tracking code to your website is as simple as viewing your conversion page in any web browser. If you can see the Google Site Stats link, then the code has been correctly placed and you're now tracking conversions. However, there are some common errors that could provide irregular results for your conversion tracking statistics. Placing your conversion tracking code on the landing page of your ad, for example, would result in a 100% conversion rate. Similarly, if you run a report for your advanced transaction labels and do not receive the correct value for your transactions - or you are returned the correct value but the transaction type is incorrect - check to make sure that you have copied the conversion tracking code correctly and completely from within your account.
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