Setting Up Simple Conversion Tracking for Digital Advertising
By Ryan Nicholson
Apr 02, 2020
About 7 minutes
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George Harrison once wrote, "If you don't know where you're going, any road'll take you there." Goal setting and conversion tracking are essential for building ad campaigns that know where they're going.
Optimal Ad Management Requires the Ability to Track Goals
To optimally manage advertising, it’s important to track which ad variations, keywords, audience segments, etc., lead to conversions. When you know this information, you can turn off or adjust low-performing copy or keywords, bid more aggressively on audience segments, and even manage your ad budget toward a projected result.
When you don’t have goals set up in tools such as Google Analytics, or some other kind of conversion tracking, then this is difficult if not impossible.
Setting up conversion tracking in Google Ads will help you have a better understanding of which campaigns, ad groups, keywords, and ad variations are leading to conversions. This can lead to significantly better results if you're actively working to optimize for these factors.
Click on "Account Assets" dropdown and select "Insight Tag"
Click "Install my Insight Tag"
Choose your preferred method of installing the tag
Once you follow the instructions for installing the Insight Tag, you will be able to see if the tag is active by going back to Account Assets-->Insight Tag. It will show you all of the sites where the tag is sending a signal from.
Once you confirm that it is firing from your website, you can now set up conversion tracking. The most simple way to do this is:
Go to Account Assets-->Conversions
Select "Create a Conversion"
Name the conversion
Enter conversion settings
If ad campaigns are already created, select campaigns to track conversions
Define conversion tracking using the site-wide Insight Tag
Enter the destination URL that equates to a goal (ideally, this is a thank you page, which is more effective than an in-line thank you message)
Once this is set up, you'll be able to track your LinkedIn ad conversions by campaign, audience segment, ad variation, etc. A big advantage of setting this up is that it will let you have greater insight into which ads, segments, or campaigns are leading to the lowest-cost conversions.
Digital Advertising Waste
In a recent survey that TSL Marketing conducted, we found that 71% of marketers feel that their digital advertising fails to meet expectations. Optimizing for conversions goes a long way to helping you achieve your advertising goals.
If you find that your ads aren't measuring up, then reach out to us. We're currently offering a Digital Advertising Waste assessment. We'll take a look at your ad accounts and give you feedback on potential ad waste and areas of optimization.