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If you would like to track which clicks to your ads turn
into sales or leads on your site, Conversion
Tracking can help you.
By allowing you to know when users carry out actions on
your website that you have identified as valuable after
they click on your AdWords ad.
In order to use this tool, you or someone in your
organization must have access to your website's HTML code.
Before installing Conversion Tracking, first decide what
user actions are valuable to you.
For example, an email inquiry or a product purchase.
In this example, the action we have chosen to track is the
purchase of a ladie's ski jacket.
Next, identify a page on your site that is triggered after
this action is carried out.
In this example, it is the page after a user submits
their payment details successfully, and they reach
the thank you for shopping with us page.
This is the page on which you will place a snippet of HTML
code in order to track this valuable action.
To get the HTML code, sign in to your AdWords account and
click on Conversion Tracking on the
Campaign Management tab.
Next, in order to define what action you would like to
track, click on Create An Action.
Now you can name your action so that it's easy to identify.
In this case, we want to track whenever a user purchases a
ladie's ski jacket, so we'll name that action Ladie's Ski
Jacket Purchase.
Then, select what type of action you want to track.
In this case, the action we are tracking is
a purchase or sale.
If you wish, you can choose to assign a monetary
value to the action.
In this case, each ski jacket sold is worth 150 Euro, so the
value of the action is 150 Euro.
Assigning this value will allow you to see more detailed
revenue information in your conversion tracking reports.
If you have many items of different values for sale on
your site, and are comfortable using the dynamic variable
used in your shopping cart, you can add the name of that
variable here instead of a fixed monetary value.
Next, choose the language that your website is in, and the
security level of the page on which you wish
to place the code.
You then have the option to customize the tracking
indicator, which is an unobtrusive snippet of text to
make users who click on your ad aware that conversion
tracking is active on that page.
You can choose between difference text formats and
background colors, or you can choose not
to display the text.
Once you've made your selection, click Save Action
and Get Code.
Copy the code provided in the box, and paste this between
the body tags in the HTML of your chosen web page.
In this case, we will insert the code directly before the
end body tag.
You can test that the code has been correctly inserted by
waiting for a user to carry out a conversion on your site.
In this case, that means when a user purchases
a ladie's ski jacket.
Alternatively, you can carry out a test conversion yourself
by searching on one of your active keywords, clicking on
your own ad, and going through the purchase
process on your site.
Once you have conversion tracking successfully set-up,
you will see new columns on your campaign summary page in
which your conversion statistics will appear.
And you also see more options within the report center in
your AdWords account.
With this extra information, you can see what sales value
AdWords brings to your site per keyword and make informed
decisions about your advertising.