How to Set Up Conversion Tracking for Google Ads and Facebook Ads
Tracking conversions is an essential part of any advertising campaign. Learn how to set up and use conversion tracking for your Google Ads & Facebook ads.
Create a conversion action in your Google account and specify the name, window, count, and value of your in-app purchase. You can also select whether to include sales tax and shipping in the conversion value.
How to Set Up Conversion Tracking in Google Ads
The first thing you’ll need to do is make sure Google Ads is set up for conversion tracking. You can do this by clicking the wrench in the top right corner of your account and then selecting “Conversions.”
Next, you’ll need to make sure that you have a Google Tag Manager container installed on your website. This is a piece of code that acts as the "middle man" between your site and your Ads account and we’ll go over the process of setting this up in another blog post.
Once you have your GTM container set up, you’ll need to create a new Google Ads Conversion Tracking tag. This is a piece of code that should be added to every page on your website where you want to track conversions. In the tag, select the type of conversion you’d like to track. You can choose from a number of different conversion actions including, Purchase, Form Fill, Click, and Phone Call.
For the phone call conversion, you’ll need to install the Google Ads “phone snippet.” This piece of code will replace your phone numbers on your site with a Google forwarding number and is only necessary if you’re using third-party call tracking. The process of adding this to your site is fairly involved and requires that you understand HTML, your lead tracking/capture system, and Javascript.
How to Set Up Conversion Tracking in Facebook Ads
As you know, conversions are a vital part of tracking the effectiveness of your ad campaigns. Knowing which ads are driving users not only to your site, but also completing important actions like purchasing products or signing up for an email newsletter can help you improve your online business.
To set up conversions in Facebook Ad Manager, first you'll need to select the type of event you want to track. This could be something like 'Purchase', 'Subscriber', or 'Email Lead'. Once you've selected an event type, click 'Create Custom Conversion'.
You'll then be prompted to choose between a 'Page load' or 'Click' trigger for the event you've created. Page load is the most common option & is best used for events that happen when someone arrives on a thank you or confirmation page. Click is more suited to events that are triggered by clicking on an element of the page, such as a button or link.
Once you've chosen a trigger, copy the custom conversion code snippet provided best tools for voice search optimization and add it to your website. Once you've done this, you're all set up!
How to Set Up Conversion Tracking in Google Tag Manager
Once you’ve created your standard conversion tracking tag in GTM, make sure it is properly installed on all pages where you want to track conversions. You can do this by going to your GTM Workspace and clicking Tag Configuration. Select the option to Fire a tag before. Choose your tag from the drop down menu and click Save.
If you’re using Enhanced Conversion Tracking, you will need to install the ect_conversion_value variable on all of your website pages where you want to track conversions. This variable will collect user-provided data such as purchase information and store it in your Google Ads account. The value will then be automatically imported into your Google Ads campaign.
You can also use ect_conversion_type to categorize the type of conversion you’re tracking. This can help you understand the value of each conversion, and it will allow you to optimize your campaigns based on the types of conversions that matter most to you. For example, you can optimize your campaign for purchases (primary conversions), while still tracking “add to cart” actions (secondary conversions) for insights without influencing the campaign outcome. Once you’ve configured your ect_conversion_type and GTM tags, it can take about 24 hours for your first conversions to be uploaded to Google Ads.