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Objectives: Understand the functions of advanced conversion tracking options.
The advanced conversion tracking option enables you to select different values for each transaction type. You can even track dynamic values that change for each transaction (also called 'dynamic variables'); for example, total purchase amounts.
To select advanced conversion tracking options and obtain your modified code, set up conversion tracking and click Advanced option to the right of each conversion type. You can set up conversion tracking by clicking the Conversion Tracking link, located beneath the Campaign Management tab in your account.
AdWords provides four types of conversions that you can define. These should cover the majority of conversions you'll want to track. These are: Purchase/sale, Leads, Sign-ups, and Page Views. You can also create your own conversion type using the Other label.
- The Purchase/Sale label helps online commerce sites track purchases and sales.
- The Leads label tracks how many users reached a point in your website at which they have contacted your company, such as completing a 'request more information' form on your website.
- The Sign-ups label can track how many users elected to subscribe to a newsletter or to download a white paper.
- The Page views label enables you to track when a visitor navigates to a specific page that you think is valuable.
- The Other label enables you to define your own conversion type.
The transaction types are just labels; you're not restricted to tracking only these types of transactions. Transaction labels can be assigned to any conversion page you would like to track.
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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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