Website Conversion Tracking for AdWords

Website Conversion Tracking for AdWords

Now that your campaigns are ready to work its wonders, website conversion tracking is the last thing to the setup and also one of the most important things as it will help you analyze your campaign performance and optimize later. We recommend to never start your campaigns without setting up website conversion tracking.

Depending on the business type, different conversion types are tracked. Here in this article, we are going to discuss conversion tracking your website. Check our article on how to track call conversions if you are a business primarily getting leads from direct calls

The steps involved in setting up website conversion tracking are as follows:

  • Create website conversion tracking tag
  • Get your conversion tag
  • Implement conversion tag to your website

Creating website conversion tracking tag

To begin creating the conversion tag follow the steps below:

  • On top of your Adwords homepage. Click on ‘Tools’->conversionsWebsite conversion tracking
  • Click on  ‘+Conversions’ button to create a new conversion tracking
    Setting conversion pixel
  • Since we are currently setting conversion tag for website, select ‘Website’ of the options displayed
    Selecting Website conversion tracking
  • Fill the form with the required data and submit.
    Website conversion tracking setup form

    • Name

      Fill the unique name for the conversion tracking as you may want to apply a different type of conversion tracking for a different campaign. This will help you recognize it later when evaluating the performance

    • Value

      There are  3 options in this tab:
      Set value for AdWords website conversion tracking

      • In first radio, you can assign the same value to each conversion. This can help in case you have a fixed price for your product, service, etc
      • In second radio, you can apply dynamic value for each customer. For instance, if you are tracking sale of products with different prices
      • But if  you are not sure and just want to count the conversions, select “Don’t assign a value”. This is usually the best option for advertisers who are collecting leads.
    • Count

      If a customer comes on the landing page or fills the lead form multiple times, count helps you define whether you want to count ‘every conversion’ or just ‘once’. Usually, in this case, your industry type defines this number. If you are collecting leads, it is suggested that you count it ‘once’, since the prospect might have just refreshed the page and in case you are an e-commerce, you might want to keep it as ‘Every conversion’, as the customer might be placing multiple orders (Though you might want to take a call based on your customer behaviour)

    • Conversion Window

      If a customer completes a conversion action with in the conversion window after clicking on an ad, conversion is attributed to Google AdWords. Else the conversion is not attributed to the campaign as the user took too long to complete a conversion and might have been influenced by something else. The values available are 1-60 days.

    • Category

      Help you define the category which fits your conversion action for better analysis later. You can select any of these: Lead, Sign-up, purchase/sale or others.

    • Include in conversions

      Includes data from conversion action to the conversions column on AdWords dashboard

    • Attribution model

      This setting lets you choose how to assign credit for each conversion: to the last click a customer made before a conversion, the first click, or a combination of clicks.
      For Example, there may be multiple touch points before a client converts. Attribution model helps you evaluate and give credit to the different touch points. Google gives you multiple  ways you can give credits:

      • Last click(most popular) – Gives all the credit to the last clicked Ad
      • First Click –  Gives all the credit to first clicked ad
      • Linear – Distributes the credit to all clicks equally
      • Time decay – Gives more credit to clicks that happened closer to the conversion
      • Position based – Gives 40% to both first and last click and remaining 20% is evenly distributed amongst all other clicks in-between
      • Data driven – Distributes credit based on past data for conversion action(This can only happen if you have enough data in account)

Get your Conversion Tag

As soon as you save settings, it takes you to the next page and allows you to review your settings. If you need to make any changes, click on ‘Edit settings’
Setting for AdWords conversion tag

The above set of instructions will generate an HTML code(a.k.a conversion tag) in a gray box. At the bottom of it, there will be two buttons, select one of them:


  • Save instructions and tag:

    • In-case you plan to install the conversion tracking tag yourself on the website.
  • Email instructions and tag:

    • If someone else will install the conversion tracking tag on your website.

Tag Code for AdWords Website conversion tracking

Applying conversion tag to your website

Copy the code and add it to the page on your website you want to track (for eg, the “Thank you” or “We will get back to you soon” page that comes after the customer has filled the lead form). Below are the steps you need to follow:

  • Open the HTML page you want to add the conversion tag to. This is called the conversion page.
  • Paste your website conversion tracking tag between the body tags of the page. (<body> Conversion Tag </body>)
  • If you had selected the conversion value to be different every time, You would need to make adjustments to the code to reflect this. The conversion_value parameter has to be updated every time with the correct value.
  • Save changes to your web page and you are done!

Please do not add this tag on every single page like the analytics code as this will result in more than 100% conversion ratio. Only add to the final thank you page or payment success page. Setting up an accurate conversion tag helps you track not only your performance or which keyword resulted in leads but later helps you optimize for improved performance.

AdWords webinar on Google AdWords with Leadsquared

AdWords Webinar
AdWords Webinar by AdNabu hosted by Leadsquared

PPC marketing is an ocean in itself, be it a professional marketer or a rookie, everyone has a plethora of questions, answers, and opinions. To help fellow PPC marketers find their ground, AdNabu went live answering questions on an AdWords webinar hosted by Leadsquared titled Google AdWords Tutorial –  A Comprehensive FAQ for PPC Marketers.

Around 100 odd PPC marketing related questions were answered in this AdWords webinar by CEO of AdNabu, Salil Panikkaveettil. The key takeaways from the webinar are:

  • How to identify and filter the right keywords for search campaigns?
  • Multiple strategies in campaign creation and structuring.
  • The correct way to optimize campaigns.
  • How to properly maintain search campaigns?

A gist of some noteworthy questions from the AdWords webinar are listed below.

Why do Single Keyword Ad Groups (SKAG) have more efficiency? Which match type should be used? Does it impact impression count as well?

There are many reasons for its high efficiency. In simple words, because you have just one keyword and a very relevant ad copy, the relevance of the ad would be more, and so would be the Quality Score of the keyword. This would obviously lower your impressions. However, the CTR would be higher because of high relevance between search term, keyword, and the ad copy.

Which match type you should choose would be decided by variations of tests and measuring the performance of your ads. Start with broad match modifier. If you are getting irrelevant searches, then mark negative keywords, and try using a phrase or exact keyword instead – testing would give you a better idea of what to use. For consumer businesses, like e-commerce, this ad structure can become very hard to manage, however, it is one of the most efficient ones.

Sometimes in CPA, whatever we put as the targeted Bid, the end cost goes more than that of a CPA? How to control this? [E.g. I put a CPA as 50 but the end value goes up to Rs 70]

It’s like trying to predict the future. That will happen with any system. In any kind of AdWords management tool, like Google AdWords conversion optimizer or AdNabu conversion optimizer. But all these systems essentially try to predict the future by looking at past data. This might not give you accurate results always.

But, if it’s 50 and it’s showing 70 for you, and if you have not made any landing page changes or ad changes, then it’s not an ideal situation. Maybe you should go back to manual CPC bidding for some time, increase the number of conversions and then go back to CPA bidding because 50 to 70 is an increase of about 40%. I generally see an error of maybe 20% but 40% is a little too much.

How much should a SaaS startup (whose buyers are of a traditional mindset, i.e not technically savvy) spend in the first 6 months on AdWords?

It would depend on your general cost of customer acquisition, and how much is a customer worth to you. If your cost per customer (in Adwords) is Rs 50,000 but the revenue from your customer is only Rs 5000, then it doesn’t make sense. The ideal way to decide a budget is this: Do a calculation based on how many customers you wish to acquire in 6 months and your “lead to customer” conversion ratio – this would tell you how many leads you need to get the required number of customers. Then, you need your landing page conversion rate and the average cost per click. This would tell you how much money you need to generate the number of leads necessary to get “x” customers.

Doing a calculation with these numbers will help you come up with a budget that makes sense for you.
Here’s an example:
All values here are assumptions – you should consider values by looking at your existing metrics.
So let’s assume:-

  • Landing Page conversion rate: 10%
  • Cost Per Click (CPC): Rs 150
  • Lead to customer conversion percentage: 3%
  • Click-Through Rate (CTR): 2%
  • Impressions: 2000

Using basic formulae, we arrive at:-

  • Clicks = 2% (CTR) of 2000 (Impressions) = 40 clicks
  • Leads = 10% (LP Conversion rate) of 40 (Clicks) = 4 leads
  • Cost = Rs. 150 (Cost per click) * 4 (Total Leads) = Rs. 6000
  • CPL = Total Cost/Total Leads = Rs.6000/4 = Rs. 1500
  • Customers = 3% (Lead to customer conversion percentage) of 4 (No. of leads) = 0.12

So, to get at least 3 customers,

  • No. of leads = (4/0.12)*3 = 100 leads
  • Cost = 1500 * 100 = 150000

So, your campaign budget should be minimum Rs 1,50,000, to generate 3 customers. To reduce your campaign budget, optimize your campaign well enough so as to improve your conversion rate, and lead to customer conversion rate.

For B2B campaigns, we need to target ‘Industry’ and ‘Job Roles’ which can be done on LinkedIn. Does Google provide any such filters?

In display campaign, you can choose affinity or in a market audience but specific industry or job role can’t be done in Google AdWords. You can’t target a particular company. You can target keywords that these individuals might search for. Facebook is a different medium. Google Search is a different medium. LinkedIn is a different medium. There are some use cases where LinkedIn ads might work best. There are some use cases where Google Ads might work best. And there are some cases where Facebook might work best. You have to identify what works for your company.

If you are selling to very targeted individual positions, keep in mind that LinkedIn CPCs are really really high. But if you have a very high ‘customer value’, it makes sense to invest in LinkedIn ads also. But it’s a totally different medium. You cannot compare PPC with LinkedIn ads.

All the 100 questions asked during this AdWords webinar and their answers are drafted into a blog for the benefit of everyone. You can also find the video of this AdWords webinar here.

Do let us know what topics you would like us to discuss about, we will get back to you with that.

Bulk Update Old Standard Ads to Expanded Text Ads in Google AdWords

Bulk update old standard ads
Bulk update old standard ads

Many of you requested for a feature to bulk update old standard ads to expanded text ads. We heard you and we have come up with a tool which does exactly that! I will talk more about how to use this tool later.

We have already talked about why it is important to upgrade to expanded text ads. You can no longer create or edit old standard ads in AdWords. Even if this was not the case, it is highly recommended to update to expanded text ads due to the benefits the new ad format offrers. Most experiments showed an increase in CTR for expanded text ads as compared to old standard ads. This is universally a good thing which increases quality score and reduces cost.

If you are a new advertiser all your ads will be in expanded text ad format. You do not have to worry about updating your standard ads. But for a vast majority of advertisers who created campaigns much before last year, updating old standard ads is going to be a pain. You can always change ads manually but that is going to take a lot of time.

Lets explore a few scenarios on how to bulk update standard ads to expanded text ads.

Scenario 1 : Remove all ads and replace it with new expanded text ads

This is by far the easiest thing to do. You can remove all your ads (old standard ads as well as new expanded text ads) and replace them with new expanded text ads. This strategy however has some problematic downsides. You will also remove the new expanded text ads which might have had some good history. This strategy is only recommended if you do not have many expanded text ads in your campaign or if the ad history is not rich. Kindly follow this tutorial to bulk update all ads with expanded text ads.

PS : AdNabu’s expanded text ads software always had this feature.

Scenario 2 : Remove all old standard ads and replace it with new expanded text ads

The second strategy is much better. Here you will be removing all your standard ads and replace them with expanded text ads without touching other expanded text ads. This will preserve any history these new ads might have gained after their creation. The only downside to this strategy is that the new expanded text ads will be created in ad groups with both expanded text ads and old standard ads. Kindly follow this tutorial to bulk update old standard ads and replace them with expanded text ads.

Scenario 3 : Remove all old standard ads and replace it with new expanded text ads only if no expanded text ads are present in the ad group

This final complicated strategy might suit some advertisers. In this strategy you will be replacing standard text ads only if the ad groups contain no expanded text ads. Software will only replace old text ads if they are the only ad type in the ad group. This strategy however will not remove all old standard text ads as it will not touch the ad groups with expanded text ads. Follow this tutorial to selectively update old standard text ads to expanded text ads.

Let us know in the comments below which strategy you would like to follow and why?

How to configure monitoring using Pingdom and AdNabu

UPDATE : This feature is no longer available

The following is a step by step procedure on how to setup a monitoring check in Pingdom and configuring an alerting webhook.

Login to AdNabu

main_siteLogin if you already have an account.

Enable Campaign Monitoring

Once Logged in, you will be able to go to the monitoring dashboard. The dashboard will contain your adwords account details or in case of an MCC account all your accounts details. You can select which accounts you want to enable for monitoring. Once enabled you will be able to see the generated url along with the secret key which will serve as your alerting endpoint.

Signup in Pingdom

Signup in Pingdom or login if you previously have a pingdom account. In case you want to try out, you can signup free

free_signupOnce logged in you will be prompted to fill in some basic details.


Create an Alerting Webhook

On the left sidebar you will see a tab called Alerting. Click on it and then click Alerting Endpoints. You will be have the following view on your screen. You can directly navigate to this link to access this page.


On the right hand top corner you will see a button to Add New endpoint. Click on it.


Give a name to it and click on Add Contact Method.

contact_methodSelect the contact method as URL/WEBHOOK and paste the url as provided by the AdNabu details page. Please note the url is encoded and has to pasted as it is.

final_contact_boxClick on Save Settings.

final_endpoint_viewCreating a Check

Go to the left sidebar and click on Dashboard. On the top right hand corner you will find an option to Add New.

Give a name to your check and your site url.

new_checkScroll down to choose an alert policy. Select Extremely Critical. Currently the alert will be assigned to the user who created the check. Hover over the policy to find the Edit button on the right.

choose_alert_policyOn the edit page click on the small arrow and click edit.

edit_policyUnder Assign to remove the user and add the alerting endpoint.

assign_webhookClick on save and your settings are complete. You can open the check and confirm if your settings are all in place.