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By: Microtek Learning
Sep. 28, 2018
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Last Updated On: Jun. 05, 2023
We are completely dependent on technology for everything in their life right from ordering food, shopping for daily essentials, fashion and every other item that is available online, businesses have started buying and selling online to make profits. With competition being tough from all ends, today most of the companies have created their own website to promote their wares. All said and done, just the creation of a website without any marketing is not going to be enough. To understand just how your website, you need to know the number of people visiting the site and completing a transaction like registering self on the site or buying something from your company. This tracking concept is termed conversions. However, a conversion does not always mean sales, sometimes it can be considered a stepping stone towards a sale. To keep track of conversions we now have many tools like Google Analytics, AdWords, and Facebook Ads etc.
Getting the most out of your pay-per-click (PPC) advertising is more important than ever in the competitive world of paid search placement. In this blog, we'll talk about how to track conversions, value of connecting Google Analytics and Google AdWords accounts, as well as the advantages that this has for monitoring and bettering the success of your campaign.
To put in simple terms, it is a platform provided by Google to look into your website traffic. At end of the day, every Social media marketing activity is going to bring results to your website only. Google Analytics is a free tool that gives you an idea about your website like how many people visit your website and out of them how many are your actual followers who affect traffic, which is the most popular pages of your site, about your content etc. They are nothing but lines of JavaScript code that is connected to your analytics account and are inserted in your website to keep track of various activities about visitors to the site.
The first step is to create a Google account if you do not have one.
Just as you use the Google Drive or Google email accounts, you need to sign in on the Google Analytics account.
Once you have signed in the Analytics account, the next step is to fill in details of your website like Website Name, your URL, Your Industry code and Time Zone (Country based).
Next tracking method needs to be chosen i.e. you would like the conversion rates of your website or mobile phones.
After you put in all of your details, the user needs to create a Tracking ID by clicking that option on the screen.
The last step is to accept the terms and conditions of the Google Analytics.
Once the above steps have been carried on, the user can see the new tracking ID as well as the Analytics tracking code in their Analytics account.
Once we track the conversions, companies also need to learn to set up goals with Google Analytics. Now, what are these conversion goals? They allow you to check total user communications on your website i.e. conversion goals are set when the user performs an action like downloading a form or clicks any button on your site. You can choose four different types of goals descriptions –
Destination – This goal is chosen for the pattern in which you want to view your page wise conversions or screen wise conversions.
Duration – You can come to know details of time spent by each user on any page of your site.
Pages/Screens per session – You can know the user time on a single page or screens on the website.
Event – All information about user downloading any data from the site or submitting any details will be provided here.
After the description, Goal details need to be filled in and submitted to create a conversion Goal.
Learning Google Analytics is proving to be beneficial for entrepreneurs as well as individuals. It proves to be successful for a business due to the following factors
Free of charge – You need not pay for this service, no matter whatever facilities you choose from the options given.
Info on visitors – When combined with SEO, it is the most effective marketing tool. It gives information about the visitors like their locations and also keywords that are most frequently used to access your websites.
Individual Page access is more – It gives you details about any single page that is being hit several times or about several other popular pages, in particular, depending on the people choice.
Details of what user is searching on your website – In case of numerous visitors going through your sites, but no conversion happening, companies get to know what their website is lacking and can rectify the problem to actually make the visitor convert into leads
No Maintenance required – As it is a facility offered by Google, they take care of enhancing the facilities offered.
People want to make a career in the field of Digital Marketing.
Marketing professional working online wanting to furnish their skills through latesct technologies
Digital Marketing professionals can help businesses attract the crowd.
Along with this, you will learn to create real-time, audience, acquisition and behavioral reports and track your campaigns. Talking about analytics, you must also check out our compilation of Google Analytics certification and training
Your website is ready and launched in the markets and you want to know the conversion rates. Apart from Google Analytics, we have another tool knows as AdWords or Google Ads. The main differences between the two are that Google Analytics is a free platform and AdWords is a paid one. It is an advertising tool that helps advertisers bid on their keywords and these advertisers have to pay for each click on the keyword. Google helps you by showing the keywords that are actively searched to help conversions. Users are shown ads on their screens with the keywords they have been searching to attract them towards your site and increase traffic.
To set up an AdWords to your website,
You need to sign in the AdWords account through Google account.
Next User will have to select Conversions you want to track like a website, app, phone calls, and
import (this allows to take phone conversations from various other sites),
Choose a conversion name and category for which you want this conversion for like Purchase/Sale, Sign up, Leads, View a particular page or something else specific.
Last, since it is a paid form, you need to add value for each conversion you have added.
Once the above steps are completed Conversion tracking pixel needs to be installed to your site and we have two types
Global Snippet - that can be placed on all pages of your website and it remains the same on all pages even on pages where there are no conversions.
Event code - that is used to track all types of conversions to report back to you with full details. Changes as per what you need to track. If you want to track different types of conversions event code is best as it creates unique codes.
AdWords has brought about huge benefits for companies and brings in faster results for generating profits and it has recently introduced many new features that would bring in results in the long run.
Helps brand awareness – AdWords make people aware of you as a brand. Your brand is advertised when people search for using keywords. Since they are search ads, it appeals to people in a better way.
Target larger Audience – Since Google keywords are used in these ad campaigns, they reach a wider audience irrespective of locations, time, language.
Works faster than an SEO – Irrespective of SEO and Google Ads using search engine strategies that generate more leads, AdWords works much faster as it focusses on various keywords at the same time and visibility factor is more.
Remarketing - You might have had customers who have just been browsing your sites, without creating traffic. Remarketing is a way to attract those people with their previous search keywords.
Measure the money spent- Normally companies spend lots of marketing without keeping a track of the same. However, AdWords allows you to keep track of your expenditure on marketing due to cost based on the number of clicks.
There are a number of causes for the discrepancy between Analytics and AdWords statistics. Click fraud (whether caused by humans or automated software), cookies expiring on returning users, and time lags between setting a goal and achieving that goal are all possible causes of inconsistencies in ad click and user session statistics. Analytics may mistakenly label purchased traffic from AdWords as referral traffic if the signals are stripped via mobile domains, query strings, or proxy sites.
Connecting your Analytics and AdWords accounts might help you spot and fix inconsistencies in the numbers. Understanding the distinction between sessions and clicks can help explain the discrepancy and pinpoint trouble areas between Analytics and AdWords data, which will rarely match 100%.
When creating an overall strategy, digital marketing experts usually often begin by analyzing the most important search phrases and search traffic. Although search volume is an excellent metric for keyword strategy, it is dynamic and subject to change. By connecting AdWords and Analytics, keyword trends, changes in user search behavior, and market share of the competitors can be quickly visualized.
AdWords and Analytics integration allows for more targeted keyword research via in-AdWords evaluation of Bounce Rate, Click-Through Rate, Sessions, and Average Session Duration metrics.
How do you know which advertisements lead people to highly engaging material, and which prompt purchases from potential buyers? These are all questions that can be aided by using conversion tracking. Conventionally, metrics like clicks, CTR, and conversions have been used to evaluate the success of an ad, campaign, or keyword in bringing targeted visitors to a website.
By integrating Analytics and AdWords, you may learn more about how visitors use your website between clicks and conversions. They are now complemented by the SEO and organic search strategists' engagement metrics:
The ability to import conversions for goals from Analytics into AdWords is an added bonus. The gain is displayed in Analytics as keyword level statistics by revenue and cost. These trends' underlying data are incredibly helpful for continuing conversion optimization.
Are your advertisements as successful (or unsuccessful) as you believe? Your paid search campaigns' entire strategy may change if you know where your potential customers are and which stage they are at.
Pages per session and session length have always been signs that users are interested in the information, goods, or services you offer. Clicks, pages per session, and session length that are high yet conversions are low can indicate that your customer is in the buying stage of information searching. Avoid removing those adverts or keywords too soon. Consider strengthening your calls to action and optimizing your landing pages to increase conversions rather than eliminating profitable advertising and keywords.
High CTR% and bounce rates could indicate that users aren't finding what they were expecting to see. If conversion rates are low, you might be using the wrong keywords for bidding.
This may also be a sign that the keywords, message, or call to action on your landing page are not appropriate. Do your clients want to learn more? Do they compare prices? or are you passing up the chance to make a sale? You can determine whether you need to re-evaluate strategy by split testing multiple landing page variations for conversions and/or testing various keyword groups on the original landing page.
A strong call to action and conversion may be shown by high CTR%, bounce rate, and conversions all at once. Customers in this situation are frequently at the end of the "Buy Cycle" and prepared to make a purchase. A consumer may convert so quickly on a phone call or through some straightforward web forms that they are recorded as a bounce. This is typical of businesses that provide immediate services, such as taxi cabs, towing companies, and locksmiths.
Tracking your advertising campaigns and how people find your website using AdWords is fantastic. Analytics are excellent for seeing how visitors move across your website. Combine the strength of both to enable communication and the tracking of important conversion data. Together, they reveal where you should increase or decrease your spending for the best return on investment.
Utilising the information provided can help with further optimising organic landing pages as well as paid search efforts, ultimately bringing more clients to your company and increasing the return on both paid and organic search.
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