Google Analytics Demystified: Part 4 – Conversion Tracking
In Part 3 of this series, Google Analytics Demystified: Part 3 – E-Commerce Tracking I talked about what e-commerce tracking was and provided some helpful insight on how to install it, how to enable it from within your Google Account, and offered some tips for troubleshooting when it seems e-commerce tracking is not recording any data.
In Part 4 of this series here, I’ll talk about what Conversion Tracking is, the elements you need in place to enable tracking for it, and provide a new updated release of the Simple Google Analytics contribution which I have re-written to include better instructions, and now Conversion Tracking – all conveniently configurable from within the Admin.
Google Conversion Tracking
If you are running any Paid Search (PPC) campaigns (especially through Google Adwords), then you will want to install Conversion Tracking to determine how effective those campaigns are at increasing conversion, and generating sales.
Conversion Tracking reports things such as “How effective your Adwords ads are”, “which actual keywords convert to sales, and which just cost you money”, “overall conversion rate for a campaign, ad, or group of keywords”, and more.
The code you use to install Google Conversion Tracking looks something like this and is placed on the sales RECEIPT/CONFIRMATION page. This is the page a user arrives at after completing a successful sale (checkout) at your store.
Sample of Google Conversion Tracking Code:
<img height=1 width=1 border=0 src="https://www.googleadservices.com/pagead/conversion/ xxxxxxxxxx/?value=0.00&label=purchase&script=0">
Note: Keep in mind that the “XXXXXXXXXX” number shown in red above would be replaced by the unique 10 digit tracking number provided to you by Google when you setup Conversion Tracking.
Why is Conversion Tracking Important?
Well, for many reasons. Mainly the fact that without knowing what is making you money (what ads, keywords, etc…) you can’t make authoritative decisions on what needs improvement.
Conversion tracking gives you the power to find out what keywords are worth bidding on, and which are not. It gives you the ability to run split-tests on ads and the pages those ads direct traffic to, in order to determine what it really is your ideal customer is looking for. The results may sometimes surprise you.
Conversion tracking provides a “testing platform” that can give you valuable insight into your customer and visitor behavior. This insight can be used to present the right products and offers to them in a way that causes them to act (buy your product).
How to Install Conversion Tracking
As mentioned, to use Conversion Tracking, you must first have a Google AdWords account.
Once you have your account, follow these steps to get the tracking code for your website.
To enable Conversion Tracking for your website, follow these steps:
- Log in to your Google AdWords account.
- Click the link that says Conversion Tracking
- On the page that follows, click the button that says Start Tracking Conversions.
- Once Conversion Tracking is setup, you have to get the code to insert into your site. For users of the new version 1.1.0 of Simple Google Analytics, all you need to do is make a note of your unique tracking id number that Google assigns you. This number will be used to configure Google Conversion Tracking from within the Administrative section of Zen Cart.
Screenshot of the new version 1.1.0 of Simple Google Analytics
For more detailed information on how you can use Google Conversion Tracking to increase conversion of your website, along with full disclosure of how it can integrate with your Google Analytics account for even more powerful reporting capabilities, be sure to check out Google Analytics Uncovered for Zen Cart: The Workbook..
In Part 5 of this series I’ll talk about setting up Goals and Funnels with Google Analytics to help increase your conversion.