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How To Track Analytics Goals As AdWords Conversions

If you’re already tracking goals in Analytics it’s really easy to import them straight into AdWords as conversions. In fact, this is our preferred way to track conversions in AdWords. This video shows you how to do it.


Video Transcription

[00:00:07] If you’re running Adwords campaigns to drive revenue, generate leads, you need to be tracking conversions in AdWords because that way you can tell which campaigns are leading to those leads or sales.

[00:00:19] Now there are two ways you can do it. The first is to use the AdWords tracking scripts. You know you can generate code, go install it on your site, it’s a bit of a pain in the arse to fiddle around with. It’s not my preferred method.

[00:00:31] The other way you can do it is to import any goals that you’ve set up in your analytics account straight into AdWords. And that’s great because most people will normally be tracking all contact form submissions or newsletter sign ups or e-commerce sales in analytics already. So you don’t have to double up your work.

[00:00:48] I’m going to show you how to do that. It’s pretty simple. When you’re logged into AdWords, if you click on the gear icon here and then click on linked accounts and then from this left hand menu here click on Google Analytics, you’ll be taken to a screen here where you can manage your analytics linking.

[00:01:07] I can see here that we’ve linked the account to Analytics and you can see that there is one goal being tracked in Analytics that hasn’t been imported into AdWords as a conversion.

[00:01:20] So to do that you could either click on this here or the other way to get to it is by clicking on tools at the top, and conversions, and that will take you through to a page that looks like this. Again click on Google Analytics on the left and it will list all of the goals that you have set up in your analytics profile. Then you can just click on that, click on import and then set a few settings here.

[00:01:45] So what I will normally do is, if you know what a lead is worth your business, let’s say each lead is worth 100 dollars then you can put in 100 bucks for a phone call. Obviously that’s just a made up figure, but yeah, it’s really good if you can work out what each lead is worth to you because then you can slice and dice the data that you see in AdWords accordingly. Everything else I leave the same here that I collect import goals and then that’s it, done.

[00:02:15] AdWords will now start reporting on conversions, in the AdWords interface based on your Analytics goals. So if someone clicks on an Adwords ad, goes to your site, fills out the form, Analytics counts that as a conversion, it will then be imported into AdWords and reported as a conversion against that ad, against that campaign, against that ad group, against the keyword. So it’s really powerful stuff.

[00:02:40] So let’s show you what it looks like in practice. I’ll jump in to an account here. And I could show you how you can now slice and dice your data up. So you can see here last month this account generated 196 conversions. These conversions are phone calls and form submissions that are tracked in Analytics. You can see here that we can work out the cost per conversion, the conversion rate. So you can start to make decisions.

[00:03:11] We can see here that this campaign is generating leads at a lower cost per conversion, so maybe you want to try and increase a bit of budget going to that so that it can generate more leads at a lower cost for the client.

[00:03:25] If you don’t have your goals set up or your conversion is tracked in AdWords you don’t get this level of insight and you can’t make decisions about what campaigns are working what aren’t what keywords you want to double down on all that sort of stuff.

[00:03:37] So if you are tracking goals in analytics already, definitely, always always always, import them into your AdWords account so that you can get this level of insight.

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