Best Practices for Setting up Google Ads Conversion Actions for eCommerce and Lead Generation

[00:00:10] Eshan: What are the best practices you can set up for your conversion actions for e commerce and lead generation accounts?

[00:00:24] Eshan: Hey everyone. I'm Ishan and I work as an account manager at Solutions Aid and today. I'll be talking through, what are the best practices you can set up for your conversion actions for e commerce and lead generation accounts. So I am already in a e commerce account.

[00:00:43] Eshan: So to head towards your conversion action, all you need to go to is tools and settings and click on conversions. And here you'll get a list of all of your conversion actions that you need to, set up have already been set up. coming back to the question, why is conversion tracking very important, Conversion tracking is very important, primarily because, to just, submit correct data to your client or have insights or, have reports that help you to take decisions on, what steps you need to take next for your account. The second is when you have the correct setup.

[00:01:20] Eshan: On your account at that time, you have the correct data that is sent to Google's algorithm. Google's algorithm is catered differently to each and every account based on the industry that account is in. So sending the right data will help you. Manage your account very easily. I will consider all of these conversion actions and events.

[00:01:40] Eshan: So there are different events, right? There are purchase. There is a purchase event. There is an add to cart event the checkout event. So all of these are events for e commerce accounts The primary conversion goal is to track purchases, When you have, a user checking out, making a purchase, that is the only time, the, you want that event to be considered as a conversion.

[00:02:03] Eshan: Now, the most common mistake that users make here is. They will create conversion actions for every event. They will create a conversion action for purchase. They will create a conversion action for add to cart. But, what do you need to know here is you cannot have all of the conversion actions set to primary.

[00:02:22] Eshan: Or what I mean by that is if your account goal is to basically track just purchases, then. In this conversion actions list, you need to have your purchase conversion action. The only primary action optimization goal and rest of the conversion actions, you can keep them as secondary. doing this will send the correct signal.

[00:02:48] Eshan: To Google's algorithm that Google algorithm will know that, you want to track users and, only those users who are making the purchase and you want algorithm will also know that, you want it to focus on creating audiences or creating similar audiences or creating that bubble, for, your campaigns to target based on.

[00:03:12] Eshan: The purchase conversion action, the data which is received from the purchase conversion action. So how can you do that? All you have to do is click on the conversion action. You go to edit settings and you click on primary conversion action. Select the conversion action that you want to set it as primary.

[00:03:32] Eshan: And whichever conversion action that you want to set as secondary, you can select that as well. There are some exclusions to this where, conversion actions are automatically created in the account and they cannot be changed to, secondary conversion actions. youcan ignore those, but the ones that you have created and set up on their account and they need to be set it up as primary.

[00:03:56] Eshan: Now coming to enhanced conversions and hence conversions are basically supplements that, provide. You can say nutrition to your conversion action. Enhanced conversions they send first party data to Google ads. What I mean by first party data is if you have an e commerce account, when a Purchase is made, you will have data such as, product id, country language, et cetera.

[00:04:22] Eshan: these are important,data layers that you can,send to your Google Ads account based on which the audiences that are, generated and.

[00:04:31] Eshan: Audiences that are generated and created in your account are, much fine tuned rather than just having a conversion action. enhanced conversions, you can set them up, through, if you just go to that conversion action, edit settings, and if you have, a Google tag or a Google tag manager, linked to your Google ads account, you can just, basically just check, on this, check box and click on save.

[00:04:56] Eshan: This is one of the settings. the second place that you need to go to is go to your main conversion actions page, go to settings. And you can select from where you want to, basically track your conversion actions from, it can either be from the Google tag or a Google tag manager. And we also have the new Google ads API option, which can help you to track your enhanced conversions.

[00:05:23] Eshan: So enhanced conversions are basically, it's giving more data to, your primary conversion action to. help Google's algorithm learn faster. And, target the right users rather than just targeting top of the funnel,audiences. Now coming to my perspective on which are the best methods of setting up conversion actions for your account So this is an e commerce client and I basically have three conversion actions for the purchase event. So why I have set this up is primarily because These are three conversion actions which are set up differently.

[00:05:59] Eshan: One is just a Google Ads,tracking code. The second is a Google Shopping app purchase code. This has been, taken from Shopify. And the third is the GA4 tracking code. So these three conversion actions is basically to track the same, purchase event, but under three different, platforms.

[00:06:20] Eshan: This helps,having three conversion actions usually helps to, maintain the integrity and validate the data correctly and also helps,to. I don't have any red flags in the account because if you have three conversions or a minimum of at least two conversion actions in their account for the same event, it will help you to let you know that, if something goes wrong, if my, Google ads conversion tracking code is not working and If the Shopify tracking code is working correctly, then at least you have, some data to share with the client that, okay. Yeah. one of the tracking codes failed, but we have a backup and we can definitely,grow on the basis of that data. So it's always a good practice to have at least two conversion actions.

[00:07:08] Eshan: I would also recommend a fourth The conversion actions, set up through GTM, that is Google Tag Manager and Google Shopping app purchase code from Shopify are two of the most reliable, conversion actions that I've come through, during working here at Solutions eight.

[00:07:26] Eshan: That's what I would recommend for e commerce and now hopping on to a lead generation client. So this is a lead generation client, for which I have search campaigns. the primary conversion actions that I have for this account are, a lead firm submission, and, one is from

[00:07:44] Eshan: the WordPress account Having both of these, as you can clearly see that, one of the conversion action is failing to track the data. Whereas the second conversion action has been correctly tracking data for, the lead gen account. So this is basically the whole idea of, having at least.

[00:08:03] Eshan: Two conversion actions for the same event, like I have this one for, submitting a lead form and I have, two for, phone call leads. So it's a good practice to have two conversion actions other than having just one because having one If there is a failure, you will come across, missing out on, important data and that's all I have to share hope this helped.

[00:08:27] Eshan: