Tracking Options in Google Ads

Conversion tracking is a powerful tool in Google Ads that lets us identify how well an ad campaign generates leads, sales, downloads, email registers, and other critical customer business measures. The data recorded by conversion tracking allows us to identify which areas of our campaigns are working and not optimize bids, ad text, and keywords accordingly.The creation of conversion tracking involves creating a short HTML code in Google Ads pasted into the webpage on a customer site customers visit immediately after completion of the conversion (think of things like an "Order Confirmation" or "Thank you for Your Email" page). Our web team and paid team leads typically handle this initial setup process.We can get information about client conversions from the Campaigns tab at the ad group, ads, and keywords levels.

Some of the primary columns include:

Conv. (1-per-click): Counts each time a client receives one or more conversions from a single ad-click. We can use this number to approximate the number of new customers we are getting.
Cost / Conv. (1-per-click): Displays the cost (how much is spent on clicks) divided by the total conversions. This helps us measure return on investment (ROI). Ideally, it would be best to spend less on clicks than we are earning on conversions.
Conv. rate (1-per-click): This shows the percentage of clicks that resulted in conversions. The higher the ratio, the more effectively the ads or keywords are performing.
View-through Conv.: Measures the number of times a customer viewed but did not click on the ad and later went through with a conversion.

Optimization on Google Ads

When we start optimizing, we want to know the answers to:

Which ad placements are performing the best?
What times of day or weekdays deliver the most conversions at the lowest cost?
What are the best-performing target locations?

By default, the ad rotation setting is set to optimize for clicks, which means Google Ads will serve the ads it believes will lead to a click-through. If we are tracking conversions, we can change this setting to optimize conversions, meaning that the ads deemed likely to result in conversions will be served in the auction more frequently.Campaigns that receive many clicks and few conversions could bring a weak return on investment (ROI) if the ads cost more to run than the business gains from conversions. Examining Search Funnels data and reviewing ad text and keywords might help you understand why customers fail to convert once they reach your website.

Consider these things:

Is the landing page unappealing?
Does the website make it difficult for customers/clients/patients to navigate the conversion page?
Do the ads and keywords set up expectations about a product that the website does not deliver.

Try to put yourself in their shoes to figure out why those who click on the ads aren't going all the way.