Summary
Conversion tracking for merchants is an important part of eCommerce advertising for the following areas:
Reporting
Conversion tracking provides additional information allowing you to calculate and compare return on investment (ROI) and profit allowing you to make decisions on where to focus advertising spend.
Transparency
Advertisers sometimes incorrectly estimate their total or average order value because they don't have accurate data or don't explore available data. Tracking helps ensure data is available for reconciliation purposes.
Optimization
Order values differ depending on the product or category. Conversion tracking allows you understand the how groups are converting into sales allow you to optimize for those that bring the most revenue.
To understand how conversion tracking works and the types of conversions that can be tracked see the About conversion tracking guide.
Manual steps
The following methods can be used to track conversions:
- Link Google Analytics with Google AdWords then use Google Analytics to track eCommerce goals and import into AdWords. For details of setting up eCommerce tracking in Analytics see this guide.
- Set up conversion tracking in AdWords by either:
AdWords also provides the ability to import offline conversions, which you can read more about in the About offline conversion tracking guide.
Automatic steps
For information on how to implement conversion tracking using AdWords API follow the guide on Tracking and Importing Conversions.
