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Here’s a quick tip with regards to tracking conversions in Google ads so that you can attribute actual revenue to your ads.

You’ll definitely want to make sure that your ads are earning you money, and tracking conversions is how you do it.

Step 1. Write down all the ways you can make money from your website

What I suggest you do, is open a new spreadsheet and for every website you have, and create a column for that website. Jump on to your website and start looking for different places where you could earn money. List each one on your spreadsheet like we’ve done here.

With some websites you’ll find that the sales process occurs in stages. So in this case we’ve got “started booking” and then there’s a process the users have to do (completing and submitting the form). Once they have finished they get to a thank-you page and we track them again. This way we track the people who start and the people who finish to make sure that we don’t have lots of people dropping off. We want to know if users are trying to submit but getting stuck. It might be an effective ad but an ineffective sales form.

On our spreadsheet we’ll list things like “submitting an email address”, “phone call”, “completed booking” etc. If you’ve got more than one website you’ll probably have different conversions on each of the websites, so make sure you look at each website separately and jot down all the places people can submit, contact, interact or buy.

Step 2. Match these up to Google Ads conversions you have in your Google Ads account

Once you’ve written down all the places where you can make money from your website, what I recommend you do next is go into your Google Ads and make sure that for each of these you have a corresponding conversion in Google Ads. For the time being, track it on your spreadsheet. You can just copy the rows from your spreadsheet under “Website” and duplicate them under a new heading called “Google Ads”. Map the conversions you already have in Google Ads to the conversions on your website by colour-coding them like we’ve done here. Any conversions you don’t have in Google Ads you can just mark in red on your spreadsheet and then you’ll know which conversions you’re missing and still need to track.

To track these conversions in Google Ads you can create a Google Ads Conversion Tracking tag or you can import them from Google Analytics. There’s other options as well. With a Google Ads tracking tag, the easiest way is to have your conversions and revenue added via Google Tag Manager.

Sometimes tracking conversions can be a little bit tecchie. Depending on how accurate you want to be, you might need the help of a developer or a Google Tag Manager specialist. If you need any help with this, reach out because this is something that we do all the time. Here at The Quantified Web, we can do all the Tag Manager tracking as well as Google Ads.

Step 3. Add values to conversions that are likely to lead to income

Once you’ve logged all the places where you can earn revenue, think through how much actual value each of these things is worth. Some user interactions (like transacting) are immediately valuable, whereas some might not be as valuable now because only a certain percentage of people go on to buy. For each of the things you have written on your list, you will want to estimate how much you think you are likely to earn from each user that does that.

On the example of bookings which is seen in this video, some booking engines allow you to import transactions, or they might send transactions straight to Google Analytics. Once you have the transaction and transaction value in Google Analytics you can import that booking into Google Ads automatically. If all your bookings are the same price you might be able to get a precise value into Google Ads, otherwise you’ll need to provide an average.

Even better, if you can sell directly from your own website, you can add revenue tracking code that passes the exact revenue straight into your Google Ads account.

If your leads convert offline, there might be a bit of a sales process that you have at this point so it might be only a percentage of your leads that turn into actual sales. In this case, you’ll want to estimate a reasonable value of each lead based on an average sale price and your sales closing ratio from a website lead.

If you’re an ecommerce business, then most of your revenue will come from transactions. You’ll definitely want to have a Google Ads conversion that pulls in the actual transaction value of your website transactions.

Once you’ve worked out how much you want to assign to each of your conversions, write that on your spreadsheet. When you add your conversions into Google ads check each one and make sure that you have the Google Ads value assigned for each conversion.

Step 4. Lie back and relax, you’re done!

Following this process described above, you can track how much revenue you’re actually earning from your ads. No more wondering if they’re working or not!


Bonus Step: If you’d rather pull your own teeth than track conversions in a spreadsheet, why don’t you invest in someone to get all this set up for you? 

Honestly it might be one of the best investments you’ve ever made! I don’t know if you can tell from all my posts and videos, but I actually love all this number crunching (yep, I love me a good spreadsheet) and I’m really great at using Google marketing to generate revenue so I pay for myself. If you’re ready to make more revenue from your website, then why don’t you reach out. I promise not to bite 🙂

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

Jodi Benjamin Ecommerce Google Ads

I engaged Petras services because I was looking for someone to manage my google ads for my ecommerce business. I got that and SO MUCH MORE.

I was always very intimidated by google ads. I simply could not get my head around how to run and optimise a successful campaign, so I did not use it.

Then someone recommended Petra and my world changed. She is very data orientated, very analytical and razor focused on the small details, everything I am not good at. I never ever log into my google ads because I know Petra and her trusty team are all over it, and my google ads continue to drive very profitable traffic to my ecommerce store.

Since having Petra on my team I have grown considerably and I get about a 10x ROAS from my google ad spend. She has an open door and always has time for me and my million questions.

To top that all off, she is also a super nice and friendly person and has become a customer and huge fan of my brand. What more could you want! .

Jodi Benjamin CEO of Life of Colour [Ecommerce] Ecommerce Google Ads April 13, 2021

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020