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

Eshan Desai, one of our dedicated client managers, is here to share the best practices for setting up conversion actions for eCommerce and lead generation accounts on Google Ads. He emphasizes the importance of accurate conversion tracking so you can make informed decisions and optimize your campaign performance.

Eshan also differentiates primary and secondary actions and shares how to use enhanced conversions to provide additional data to Google Ads. Listen to this episode to learn more about the recommended conversion tracking methods for eCommerce and lead generation accounts so you can avoid missing out on important data.

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0:00 Intro

0:13 Best Practices for Setting up Google Ads Conversion Actions for eCommerce and Lead Generation

1:00 The importance of conversion tracking

3:52 Primary and secondary conversion actions

4:53 Enhanced conversions

7:22 Best conversion tracking methods



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Transcript
Eshan:

What are the best practices you can set up for your conversion actions for

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e commerce and lead generation accounts?

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Hey everyone.

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I'm Ishan and I work as an account

manager at Solutions Aid and today.

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I'll be talking through, what are

the best practices you can set up

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for your conversion actions for e

commerce and lead generation accounts.

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So I am already in a e commerce account.

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So to head towards your conversion

action, all you need to go to is tools

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and settings and click on conversions.

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And here you'll get a list of all of

your conversion actions that you need

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to, set up have already been set up.

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coming back to the question, why is

conversion tracking very important,

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Conversion tracking is very important,

primarily because, to just, submit

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correct data to your client or have

insights or, have reports that help

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you to take decisions on, what steps

you need to take next for your account.

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The second is when you

have the correct setup.

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On your account at that time,

you have the correct data that

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is sent to Google's algorithm.

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Google's algorithm is catered differently

to each and every account based on

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the industry that account is in.

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So sending the right data will help you.

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Manage your account very easily.

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I will consider all of these

conversion actions and events.

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So there are different events, right?

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There are purchase.

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There is a purchase event.

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There is an add to cart

event the checkout event.

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So all of these are events for e commerce

accounts The primary conversion goal

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is to track purchases, When you have,

a user checking out, making a purchase,

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that is the only time, the, you want that

event to be considered as a conversion.

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Now, the most common mistake

that users make here is.

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They will create conversion

actions for every event.

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They will create a conversion

action for purchase.

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They will create a conversion

action for add to cart.

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But, what do you need to know

here is you cannot have all of the

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conversion actions set to primary.

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Or what I mean by that is if

your account goal is to basically

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track just purchases, then.

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In this conversion actions list, you need

to have your purchase conversion action.

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The only primary action optimization

goal and rest of the conversion

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actions, you can keep them as secondary.

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doing this will send the correct signal.

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To Google's algorithm that Google

algorithm will know that, you want to

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track users and, only those users who

are making the purchase and you want

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algorithm will also know that, you want it

to focus on creating audiences or creating

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similar audiences or creating that bubble,

for, your campaigns to target based on.

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The purchase conversion action,

the data which is received from

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the purchase conversion action.

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So how can you do that?

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All you have to do is click

on the conversion action.

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You go to edit settings and you

click on primary conversion action.

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Select the conversion action that

you want to set it as primary.

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And whichever conversion action

that you want to set as secondary,

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you can select that as well.

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There are some exclusions to this where,

conversion actions are automatically

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created in the account and they cannot be

changed to, secondary conversion actions.

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you can ignore those, but the

ones that you have created and

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set up on their account and they

need to be set it up as primary.

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Now coming to enhanced conversions

and hence conversions are basically

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supplements that, provide.

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You can say nutrition to

your conversion action.

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Enhanced conversions they send

first party data to Google ads.

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What I mean by first party data is

if you have an e commerce account,

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when a Purchase is made, you

will have data such as, product

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id, country language, et cetera.

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these are important, data layers

that you can, send to your Google

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Ads account based on which the

audiences that are, generated and.

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Audiences that are generated

and created in your account

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are, much fine tuned rather than

just having a conversion action.

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enhanced conversions, you can

set them up, through, if you just

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go to that conversion action, edit

settings, and if you have, a Google

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tag or a Google tag manager, linked

to your Google ads account, you

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can just, basically just check, on

this, check box and click on save.

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This is one of the settings.

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the second place that you need to

go to is go to your main conversion

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actions page, go to settings.

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And you can select from where you want

to, basically track your conversion

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actions from, it can either be from

the Google tag or a Google tag manager.

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And we also have the new Google ads

API option, which can help you to

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track your enhanced conversions.

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So enhanced conversions are

basically, it's giving more data to,

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your primary conversion action to.

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help Google's algorithm learn faster.

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And, target the right users

rather than just targeting

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top of the funnel, audiences.

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Now coming to my perspective on which are

the best methods of setting up conversion

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actions for your account So this is an e

commerce client and I basically have three

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conversion actions for the purchase event.

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So why I have set this up is primarily

because These are three conversion

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actions which are set up differently.

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One is just a Google Ads, tracking code.

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The second is a Google

Shopping app purchase code.

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This has been, taken from Shopify.

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And the third is the GA4 tracking code.

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So these three conversion

actions is basically to track

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the same, purchase event, but

under three different, platforms.

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This helps, having three conversion

actions usually helps to, maintain

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the integrity and validate the

data correctly and also helps, to.

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I don't have any red flags in the account

because if you have three conversions

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or a minimum of at least two conversion

actions in their account for the same

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event, it will help you to let you

know that, if something goes wrong,

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if my, Google ads conversion tracking

code is not working and If the Shopify

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tracking code is working correctly,

then at least you have, some data

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to share with the client that, okay.

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Yeah.

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one of the tracking codes failed, but

we have a backup and we can definitely,

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grow on the basis of that data.

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So it's always a good practice to

have at least two conversion actions.

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I would also recommend a fourth The

conversion actions, set up through

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GTM, that is Google Tag Manager and

Google Shopping app purchase code from

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Shopify are two of the most reliable,

conversion actions that I've come through,

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during working here at Solutions eight.

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That's what I would recommend

for e commerce and now hopping

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on to a lead generation client.

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So this is a lead generation client,

for which I have search campaigns.

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the primary conversion actions that

I have for this account are, a lead

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firm submission, and, one is from

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the WordPress account Having both

of these, as you can clearly see

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that, one of the conversion action

is failing to track the data.

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Whereas the second conversion

action has been correctly tracking

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data for, the lead gen account.

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So this is basically the whole

idea of, having at least.

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Two conversion actions for the

same event, like I have this one

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for, submitting a lead form and I

have, two for, phone call leads.

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So it's a good practice to have two

conversion actions other than having

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just one because having one If there is

a failure, you will come across, missing

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out on, important data and that's

all I have to share hope this helped.

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