Why You Should Be Using Conversion Tracking Along with PPC?

By on 02/23/2016

It was a huge surprise to me when I realized how many advertisers who were using AdWords were not implementing conversion tracking. I then realized that many advertisers may not see the importance of conversions and tracking them through AdWords.

If you think you don’t need to track conversions, you may want to ask yourself a few simple questions:

  1. What are your search engine marketing goals?
  2. What are you using to measure whether or not you are meeting those goals?
  3. How do you know what you are doing is working or not?

What is a conversion?


When someone clicks on your ad and then takes an action on your website or landing page that you’ve defined as valuable.

Why is it important? First, ask yourself when watching a football game (or any other sport for that matter), why is a touchdown important? Running around with a ball in your hand should suffice, right? Wrong. Just as important as it is to see your favorite team fight their way across the field and make it into the end zone, you want a website visitor to become a lead and convert. TOUCHDOWN!

Getting your ads seen on Google and having them clicked on should be the ultimate goal, but having insight into whether your marketing efforts are being wasted or not should be just as important. You want to know if those customers are converting.

What is conversion tracking?

A tool within AdWords that tells you where the conversion came from and what the customer did to provoke the conversion.
Your impressions and clicks could be through the roof, but if those visitors to your site aren’t converting, you could be wasting time and money. With conversion tracking set up, you can now use that information to make adjustments to the site or landing page that could increase the number of conversions, i.e., relevancy, layout/design.

conversion tracking

Appboy Conversion Tracking

Where is conversion tracking used?

A common misconception is that conversion tracking is only useful when you are selling a product and your site uses a shopping cart of some sort.
Conversion tracking can be set-up to track whatever you deem important for you to know, as it pertains to the success of your business and your internet marketing initiatives. For example:

  • Form fills (contact us, request for information, a completed survey)
  • Newsletter sign up
  • Phone call
  • Facebook ‘like”
  • A sale

Only when you know what works with the customer will we know how to reach out to them more meaningfully.

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