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Yes, you can track conversions in Display ads exactly as you would for Search or Shopping ads. This may include transacting, reaching a thankyou page, or triggering a tracked goal in Google Analytics.
A word of caution though!
Display rarely gets the same conversion rate as Search or Shopping ads because you’re targeting users much earlier in their buying cycle. The purpose of Display ads is to attract very niche and attractive buying audiences into the top of your sales funnel so that they can filter through your customer journey over time. If you try to measure these users against immediate transactions and signups you might be disappointed with Display advertising as your conversions will seem really low.
Instead, you should create “Conversion Action Sets” for Display that are different from Search and Shopping campaigns. You can apply your Conversion Set to all your Display campaigns so that you can compare them against each other, but include a larger range of early conversions so that you can see which targeting settings, landing pages, ad assets etc are actually effective. A quick and easy Conversion Set I recommend is just to add “Add to Cart” as a Display conversion for Ecommerce businesses, and “Spent Longer than 1 Minute on the Website” as a Display conversion for other businesses. If you can navigate the tech, it is also great to also add social sharing from your website as an early conversion. With a higher conversion rate across your display campaigns, you’ll then be able to see which Display ads and options are working and which are not.
Pro Tip – make sure you add revenue into Google Ads for conversions that actually lead to revenue such as transactions, and an average revenue for leads. This way even if you add additional conversions for Display ads, you can still compare ads and targeting by conversion value as well as earlier stage conversions.
This tip and many others are found at https://www.petramanos.com/category/tips/