In order to begin tracking conversions, a Google Ads pixel will need to be installed on your site. Instructions on creating a Google Ads pixel can be found in this section.
Want to know what's super important? Conversion tracking because it allows you to track visitor behavior on your site, and not only determine if they came through a search ad, but also which campaign, ad group, search term or ad they came through. But wait, there's more... it passes conversion numbers and conversion values back to Google Ads so the advertiser has signals as to which campaigns are successful, and is able to make campaign adjustments accordingly. Conversion value, the value associated with a conversion, is also passed back to Google Ads and is critical for those who are optimizing to a ROAS target.
So where is conversion tracking set up? It's set up in Google Ads based on conversion events, which measure actions visitors take, including making a purchase, clicking a button, visiting a page, etc. Multiple conversion events can be set up for any account. For example, a ecommerce business might want to set up conversion events for add to carts, which would be an HFC or high frequency conversion, and purchases, which is an LFC or low frequency conversion. Measuring add to carts in addition to purchases allows for you to better understand how many HFCs typically lead to LFCs, can help identify issues that are preventing visitors from purchasing after adding to cart, and can serve as a leading indicator of purchase if your purchase volume is low or lead time to purchase is loooong.
You won't find any indecisiveness here. New Engen's search platform uses conversion data in order to make decisions, including what bids to set for keywords and budgets to set for campaigns based on how they're performing relative to targets. Conversion data is also used during ad optimization to identify which ads are performing best and therefore which ads need to be replaced. Without proper conversion tracking set up, New Engen technology is starved of the conversion data it needs in order to make effective decisions. Conversion events are a key element of conversion trackers in New Engen Search - the conversion event you'd like to optimize toward is set during the conversion tracker setup process.
Pro-tip: If you have low purchase volume or long lead time to purchase, and a consistent HFC to LFC ratio, you can decide to optimize toward an HFC (e.g. add to cart) versus an LFC (e.g. purchase) when setting up a conversion tracker in New Engen Search. If you decide to do this, it is recommended that you test it with one campaign first to ensure it's working as you'd expect before rolling it out broadly to all of your campaigns.
In order to begin tracking conversion, a Google Ads pixel will need to be installed on your site. Instructions on creating a Google Ads pixel are below.