Best Practices for Setting up Google Ads Conversion Actions for eCommerce and Lead Generation

Eshan: 00:00:11

What are the best practices you can set up for your conversion actions for

2

: 00:00:16

e commerce and lead generation accounts?

3

: 00:00:24

Hey everyone.

4

: 00:00:25

I'm Ishan and I work as an account

manager at Solutions Aid and today.

5

: 00:00:30

I'll be talking through, what are

the best practices you can set up

6

: 00:00:35

for your conversion actions for e

commerce and lead generation accounts.

7

: 00:00:40

So I am already in a e commerce account.

8

: 00:00:43

So to head towards your conversion

action, all you need to go to is tools

9

: 00:00:48

and settings and click on conversions.

10

: 00:00:50

And here you'll get a list of all of

your conversion actions that you need

11

: 00:00:54

to, set up have already been set up.

12

: 00:00:56

coming back to the question, why is

conversion tracking very important,

13

: 00:01:00

Conversion tracking is very important,

primarily because, to just, submit

14

: 00:01:05

correct data to your client or have

insights or, have reports that help

15

: 00:01:13

you to take decisions on, what steps

you need to take next for your account.

16

: 00:01:17

The second is when you

have the correct setup.

17

: 00:01:20

On your account at that time,

you have the correct data that

18

: 00:01:24

is sent to Google's algorithm.

19

: 00:01:26

Google's algorithm is catered differently

to each and every account based on

20

: 00:01:30

the industry that account is in.

21

: 00:01:32

So sending the right data will help you.

22

: 00:01:35

Manage your account very easily.

23

: 00:01:37

I will consider all of these

conversion actions and events.

24

: 00:01:40

So there are different events, right?

25

: 00:01:42

There are purchase.

26

: 00:01:43

There is a purchase event.

27

: 00:01:44

There is an add to cart

event the checkout event.

28

: 00:01:47

So all of these are events for e commerce

accounts The primary conversion goal

29

: 00:01:52

is to track purchases, When you have,

a user checking out, making a purchase,

30

: 00:01:57

that is the only time, the, you want that

event to be considered as a conversion.

31

: 00:02:03

Now, the most common mistake

that users make here is.

32

: 00:02:06

They will create conversion

actions for every event.

33

: 00:02:10

They will create a conversion

action for purchase.

34

: 00:02:12

They will create a conversion

action for add to cart.

35

: 00:02:16

But, what do you need to know

here is you cannot have all of the

36

: 00:02:20

conversion actions set to primary.

37

: 00:02:22

Or what I mean by that is if

your account goal is to basically

38

: 00:02:27

track just purchases, then.

39

: 00:02:30

In this conversion actions list, you need

to have your purchase conversion action.

40

: 00:02:37

The only primary action optimization

goal and rest of the conversion

41

: 00:02:42

actions, you can keep them as secondary.

42

: 00:02:45

doing this will send the correct signal.

43

: 00:02:48

To Google's algorithm that Google

algorithm will know that, you want to

44

: 00:02:53

track users and, only those users who

are making the purchase and you want

45

: 00:02:59

algorithm will also know that, you want it

to focus on creating audiences or creating

46

: 00:03:06

similar audiences or creating that bubble,

for, your campaigns to target based on.

47

: 00:03:12

The purchase conversion action,

the data which is received from

48

: 00:03:15

the purchase conversion action.

49

: 00:03:17

So how can you do that?

50

: 00:03:19

All you have to do is click

on the conversion action.

51

: 00:03:22

You go to edit settings and you

click on primary conversion action.

52

: 00:03:27

Select the conversion action that

you want to set it as primary.

53

: 00:03:32

And whichever conversion action

that you want to set as secondary,

54

: 00:03:36

you can select that as well.

55

: 00:03:37

There are some exclusions to this where,

conversion actions are automatically

56

: 00:03:42

created in the account and they cannot be

changed to, secondary conversion actions.

57

: 00:03:48

you can ignore those, but the

ones that you have created and

58

: 00:03:52

set up on their account and they

need to be set it up as primary.

59

: 00:03:56

Now coming to enhanced conversions

and hence conversions are basically

60

: 00:04:01

supplements that, provide.

61

: 00:04:03

You can say nutrition to

your conversion action.

62

: 00:04:06

Enhanced conversions they send

first party data to Google ads.

63

: 00:04:10

What I mean by first party data is

if you have an e commerce account,

64

: 00:04:14

when a Purchase is made, you

will have data such as, product

65

: 00:04:19

id, country language, et cetera.

66

: 00:04:22

these are important, data layers

that you can, send to your Google

67

: 00:04:26

Ads account based on which the

audiences that are, generated and.

68

: 00:04:31

Audiences that are generated

and created in your account

69

: 00:04:34

are, much fine tuned rather than

just having a conversion action.

70

: 00:04:39

enhanced conversions, you can

set them up, through, if you just

71

: 00:04:43

go to that conversion action, edit

settings, and if you have, a Google

72

: 00:04:47

tag or a Google tag manager, linked

to your Google ads account, you

73

: 00:04:51

can just, basically just check, on

this, check box and click on save.

74

: 00:04:56

This is one of the settings.

75

: 00:04:58

the second place that you need to

go to is go to your main conversion

76

: 00:05:02

actions page, go to settings.

77

: 00:05:05

And you can select from where you want

to, basically track your conversion

78

: 00:05:10

actions from, it can either be from

the Google tag or a Google tag manager.

79

: 00:05:16

And we also have the new Google ads

API option, which can help you to

80

: 00:05:21

track your enhanced conversions.

81

: 00:05:23

So enhanced conversions are

basically, it's giving more data to,

82

: 00:05:27

your primary conversion action to.

83

: 00:05:30

help Google's algorithm learn faster.

84

: 00:05:32

And, target the right users

rather than just targeting

85

: 00:05:36

top of the funnel, audiences.

86

: 00:05:38

Now coming to my perspective on which are

the best methods of setting up conversion

87

: 00:05:44

actions for your account So this is an e

commerce client and I basically have three

88

: 00:05:50

conversion actions for the purchase event.

89

: 00:05:52

So why I have set this up is primarily

because These are three conversion

90

: 00:05:57

actions which are set up differently.

91

: 00:05:59

One is just a Google Ads, tracking code.

92

: 00:06:03

The second is a Google

Shopping app purchase code.

93

: 00:06:06

This has been, taken from Shopify.

94

: 00:06:09

And the third is the GA4 tracking code.

95

: 00:06:11

So these three conversion

actions is basically to track

96

: 00:06:15

the same, purchase event, but

under three different, platforms.

97

: 00:06:20

This helps, having three conversion

actions usually helps to, maintain

98

: 00:06:25

the integrity and validate the

data correctly and also helps, to.

99

: 00:06:31

I don't have any red flags in the account

because if you have three conversions

100

: 00:06:36

or a minimum of at least two conversion

actions in their account for the same

101

: 00:06:40

event, it will help you to let you

know that, if something goes wrong,

102

: 00:06:44

if my, Google ads conversion tracking

code is not working and If the Shopify

103

: 00:06:49

tracking code is working correctly,

then at least you have, some data

104

: 00:06:54

to share with the client that, okay.

105

: 00:06:56

Yeah.

106

: 00:06:56

one of the tracking codes failed, but

we have a backup and we can definitely,

107

: 00:07:01

grow on the basis of that data.

108

: 00:07:03

So it's always a good practice to

have at least two conversion actions.

109

: 00:07:08

I would also recommend a fourth The

conversion actions, set up through

110

: 00:07:12

GTM, that is Google Tag Manager and

Google Shopping app purchase code from

111

: 00:07:18

Shopify are two of the most reliable,

conversion actions that I've come through,

112

: 00:07:23

during working here at Solutions eight.

113

: 00:07:26

That's what I would recommend

for e commerce and now hopping

114

: 00:07:29

on to a lead generation client.

115

: 00:07:31

So this is a lead generation client,

for which I have search campaigns.

116

: 00:07:37

the primary conversion actions that

I have for this account are, a lead

117

: 00:07:41

firm submission, and, one is from

118

: 00:07:44

the WordPress account Having both

of these, as you can clearly see

119

: 00:07:48

that, one of the conversion action

is failing to track the data.

120

: 00:07:53

Whereas the second conversion

action has been correctly tracking

121

: 00:07:57

data for, the lead gen account.

122

: 00:07:59

So this is basically the whole

idea of, having at least.

123

: 00:08:03

Two conversion actions for the

same event, like I have this one

124

: 00:08:07

for, submitting a lead form and I

have, two for, phone call leads.

125

: 00:08:13

So it's a good practice to have two

conversion actions other than having

126

: 00:08:17

just one because having one If there is

a failure, you will come across, missing

127

: 00:08:22

out on, important data and that's

all I have to share hope this helped.