Conversion tracking in Adwords

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Conversion tracking in Adwords

Advanced conversion tracking in Adwords

conversion tracking in adwords

Adwords logo with conversion text


Often times, we often need to make decision on limited data. We always feel that isn’t it better if we have a little more data? Well we are going to see how the little more data will impact  our decision making perhaps how that going to alter everything on sales and marketing. Well, not the same case with Adwords. So that’s why we decided to create a solution for conversion tracking in adwords.

What is conversion tracking?

This is for starters. If you are already used to the concept of conversion tracking please skip to next section. Conversion is basically the user action that would like to see happen on your website on app. Most common conversions are eCommerce purchase, filling out the lead form, sharing the content, user engaging with your content.  To track the conversion you usually need to put some JavaScript code in the webpage where the conversion happens. Here, we are going to talk about conversion tracking in adwords.

Tracking beyond the conversions

It’s good to know where you get good number of conversions. Most likely from the organic channel or paid channel or sometimes affiliate channel’s.

Here’s the catch. Did you know how many of the leads had become sales or how many dropped off?

It is essential because with conventional conversion tracking, particularly in the paid advertising such as Google ad words you knew which campaign produces sustainable conversions and which needs improvement.

But with offline conversion tracking you can know which campaign generating how much in sales. That’s an impressive number. Because what if a campaign A generates 500 leads out which 10% became a purchase and average purchase cost is $100. Total revenue by campaign A is 100*50= $5000. When a campaign B produces 200 leads with 10% conversion with average cost of $1000 which is equals 20*1000= $20000.

But in the Google ad words layer all you find is campaign A is far better than campaign B. But actual things could be another way around as seen in the demonstration. I hope you agree this could be eye opener than generic conversion tracking. So, how to implement?

Set-up URL parameters

We are going to explain this concept using the ad words interface but it is going to be the same for all the platforms ( say: seo,email,affiliate).

Create url parameters on the landing page URL. So that when the user clicks into your ad, they will be redirected to the landing page with parameters in it. You can either implement using the UTM parameters or value track parameters to track. To use UTM, enabling the auto tagging in the ad words interface would be sufficient.

Auto tagging only enables users to get values like campaign and medium. But if you want to have keyword, match type, device type, ad group & campaign ID. You should be implementing value track parameters.

Creating Hidden fields in Lead from

Conversion tracking in adwords can be implemented for any type of conversion. Here’s on how to implement on the lead form


  • You should have a CRM
  • You should have a Lead form
  • Web developer

How to do conversion tracking in lead contact form?

Create a hidden fields in the lead form on which you want to track conversion. If you would like to track 5 values you need to create 5 hidden fields.

You need to create a cookie using a JavaScript that will populate the values to the hidden fields in the lead contact form.  After that the populated values in the hidden fields should be submitted into the CRM along the general values in the lead form such as Name, contact # etc. The CRM integration is specific to the CRM product used by the company. I had seen this successfully integrated in Microsoft dynamics CRM.

Once the conversion tracking in adwords setup had completed, you need to verify that everything works as intended. How to test to ensure that the Adwords conversion tracking works smoothly?

Basically you need to create test inquiries in different mediums like search, organic, referral and verify the data has been populated in the CRM appropriately.  Once it’s successfully verified, you are all set for marketing glory!

happy people

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