Online Marketing Amsterdam

Conversion tracking provides insight into your results

About google ads conversion tracking

Successful online marketing is all about measurement. With conversion tracking, you can see exactly which campaigns, channels and ads contribute to valuable actions, such as purchases, downloads or contact requests. Conversion tracking focuses on tracking the actions users take after interacting with an ad. These insights allow you to allocate marketing budgets smarter and increase ROI. With well-configured conversion tracking, we are on our way to successful ad campaigns.

Conversion tracking goes beyond just counting. It is the way to understand which part of your marketing is really contributing to growth. Here, tagging (such as pixels and tracking codes via Google Tag Manager) plays a crucial role: it allows you to collect the data needed to correctly attribute conversions. Implementing a pixel and placing the Google Ads tag correctly is essential to get reliable and accurate reports. There are different methods for conversion tracking, such as Google Tag Manager, pixels and server side tracking. Conversions are sometimes counted differently depending on configuration and preferences. It is important to measure specific actions users take, such as purchases, signups or downloads, so you can best evaluate and optimize the effectiveness of your campaigns.

What is conversion tracking and what can you achieve with it

Conversion tracking lets you see how visitors move through your Web site and what actions they take. Whether it’s filling out a form, generating leads, measuring the number of leads, a product viewed or a completed purchase, conversion tracking lets you know what works and what doesn’t. For lead generation websites, measuring leads and tracking completed contact forms, quote requests or phone calls is essential. For e-commerce, it’s important to measure product purchases so you can gain insight into the performance of your online store.

Linking this data to campaigns in Google Ads, Meta Ads, LinkedIn or display advertising allows you to better direct and optimize campaigns. Analyzing keywords helps determine which keywords contribute to conversions. By measuring the number of leads and linking conversions to specific campaigns, you gain better insight into the effectiveness of your marketing efforts. By measuring and analyzing conversions, you can get better results and optimize ad campaigns. You can measure conversions to see how they are generated by ad campaigns, which is the foundation of performance marketing and makes you use every dollar more effectively.

What to expect

Analysis and setup of conversion goals and KPIs
Allows you to ensure reliable and comprehensive conversion data.
Implementation of tags and pixels via Google Tag Manager, among others
When setting up and checking tags, pixels and the Google Ads tag, make sure you have everything set up correctly for optimal performance.
Linking to Google Ads, Analytics, Meta Ads and LinkedIn campaigns
Test and validate conversion data for reliable insights
Make sure all conversion tracking is set up correctly and use tools such as Tag Assistant to verify operation. Conversions should be tested correctly before campaigns go live to avoid errors.
Continuous optimization based on measurement results
Automate reports and leverage improved conversions to continuously improve the performance of your campaigns.
Use server side tracking and first party data for more accurate measurements
Server side tracking requires more technical knowledge, but it allows you to use first party data to measure and report conversions even more accurately.

Sample applications

Tracking purchases in an online store via Google Ads conversion tracking: This is especially relevant for e-commerce websites, where it is important not only to measure the number of purchases, but also to analyze whether customers purchase multiple products. This gives you insight into the total value of conversions and allows you to optimize the ROI of your e-commerce campaigns.
Measuring completed forms or brochure downloads: This is essential for lead generation. By measuring the number of leads, such as completed contact forms, quote requests or brochure downloads, you can assess and optimize the effectiveness of your campaigns aimed at generating leads.
Analyze which ads lead to phone calls or appointments: Here, you can examine which keywords and ads produce the most number of leads or conversions. By analyzing which keywords lead to valuable leads, you can further optimize your campaigns.
Tracking video views and interactions on YouTube or social media: Measuring interaction, such as clicks, likes or comments, provides insight into how users interact with your content and helps evaluate the effectiveness of your video marketing.
Setting up custom audiences for remarketing via conversion pixels: By implementing a pixel on your website, you can monitor user actions and build audiences for remarketing. The pixel collects data about visitors so you can show targeted ads to people who have previously interacted with your website or products.

Our working method

Analysis – We map key goals and KPIs to your marketing strategy.
Strategy – Together we determine which conversions to measure and how tagging will be set up. It is essential to set up conversion tracking properly and make sure all parameters are set correctly for reliable data.
Implementation – We set up the right tags and pixels, often via Google Tag Manager, and ensure that data comes through correctly in all platforms. Implementing these tags and checking how they work with Tag Assistant, for example, is a crucial step here.
Campaign management – Conversion data is directly leveraged to better drive campaigns. This allows a marketer to optimize in a more targeted way and helps achieve better results.
Optimization – Ongoing measurement and adjustment based on CTR, conversions and ROAS. Engaging an expert for conversion tracking is a smart move here.

Conversion tracking why it is indispensable to your success

Without conversion tracking, you are steering campaigns blind. Measuring is knowing. You immediately see which channels are profitable and which are not. A good tagging structure also provides insight into the entire customer journey, from first click to conversion. Conversion tracking also helps you understand user behavior after interacting with your ads.

The result? More control over your marketing budget, higher ROI and the ability to continuously make campaigns smarter.

Measuring offline conversions with offline conversion tracking

Offline conversions are essential for advertisers who want to measure the full effect of their Google Ads campaigns. Many conversions occur online, such as purchases or website signups, but there are also countless actions that happen offline.

Think of a customer who visits a physical store after seeing an online ad and makes a purchase there. Or someone who contacts you by phone after clicking on a Google Ads ad.

With offline conversion tracking (OCT), you link these offline conversions to your online ads. This allows you to measure which campaigns and ads actually lead to valuable offline actions.

These insights allow you to much better assess and optimize the effectiveness of your Google Ads campaigns. You can see exactly which ads contribute the most to in-store purchases, phone calls or other offline interactions.

Advertisers can also push offline conversions back to Google Ads with improved conversions.

Measuring offline conversions gives a more complete picture of the customer journey and allows for more accurate reporting of the number of conversions.

This way, you include not only online, but also offline results in your analysis and deploy your marketing budget even smarter.

With offline conversion tracking, you’ll get the most out of your campaigns and be sure you don’t miss any valuable conversions.

Note that offline conversions cannot be older than 90 days when importing.

The importance of the Google Ads tag and Google Tag Manager

A crucial part of conversion tracking is properly implementing the Google Ads tag on your website. This tag records when a user completes a desired action, such as a purchase or subscription. By linking the Google Ads tag to your campaigns, you can see exactly which ads lead to conversions and thus use your budget more efficiently.

Google Tag Manager makes tag management simple and straightforward. With this tool, you can implement and modify various tags, including the Google Ads tag, without technical knowledge. This ensures flexible and error-free tracking, which is essential for reliable data and better optimization of your campaigns.

Improved conversions for more accurate measurement results

Enhanced Conversions is an advanced method within Google Ads to measure conversions even more accurately. This involves first-party data, such as email addresses or phone numbers, being hashed and sent securely to Google. This helps record conversions even when cookies or other tracking methods are blocked.

These improved conversions provide a more complete picture of user behavior and increase the reliability of your reports. This is especially valuable for e-commerce companies, as it allows them to better assess which campaigns are actually contributing to purchases and sales.

Integration with Google Analytics for deeper insights

Google Analytics is a powerful tool for analyzing visitor behavior on your website. By linking conversion tracking with Google Analytics, you not only gain insight into the number of conversions, but also into the context around them. For example, you can see through which channels visitors come in, which pages they visit and where they drop out.

This integration helps marketers understand the entire customer journey and optimize campaigns in an even more targeted way. Combined with Google Ads conversion tracking and improved conversions, it allows you to get the most out of your online ads and increase your return on investment.

Reviews

Sonja Meijer

Echt super blij met het resultaat! Ze weten hoe het werkt en het zijn fijne mensen om mee te werken.

Allon Kijl

These (Interactive) Marketing Guys Really know what they are doing. Undoubtably an added value to any company. Both Jasper and Michael helped us realizing some of our marketing goals, besides being just two great guys to grab a beer with. Thanks guys! Looking forward to our next meeting!

Pearl Rapprecht

Kennis, kunde, ervaring en creativiteit is top.

Ruben Hundepool

Professional and dedicated company. Highly recommended!

Kenzo

Wij hebben via Online Marketing Amsterdam (oma) een grote Campagne opgezet met het oog op de personeelstekorten in de Beton en Bouwsector.
Michael en Jasper denken mee en bedienen hun klanten optimaal. Door hun creativiteit en bevlogenheid starten we binnenkort met een van de grootste online campagnes op het gebied van personeelsvoorziening. Nieuw en met de allernieuwste marketing technieken.

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