Google Ads Conversion Setup

In Google Ads, conversion is the actions that are valuable to your business among the other actions (events), be it clicking a purchase button or staying at your website for a certain amount of time. When you create a conversion in Google Ads it is possible to visualize if your advertising campaign is driving profits. I will show you various ways how to set up conversions in Google Ads in this writing.

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List of Contents

• Implementation
  • 1. Website
    • Website-Automatic
    • Website-Manual
  • App
  • Call
  • Importing

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Implementation

Finding the Conversion Summary Page

First, let’s move to the conversion page. To do so click the ‘tools and settings' menu on the top menu in your Google Ads account

 

Click ‘+New conversion action’

 

Here, we see many options:

1. Website
2. App
3. Phone calls
4. Import

Let’s go with the ‘web’ first. Enter the URL of your website and click ‘Scan’ (either with or without the protocol (HTTP(s):// )

 

Then there are two options to choose from to implement:

1. Automatic: uses the page URL to fire the conversion.
2. Manual: the conversion tag is inserted either by itself or through the GTM (Google Tag Manager)

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※ Comparison of the two​

​	Automatic	Manual
Set-Up	Uses URL. But a global tag including the desired Ads configuration must exist on the site for this to work (either manually or through GTM)	The tag must be inserted (either manually or through GTM)
Pros	- Easy implementation - Tag insertion is not required after the initial insertion	- Easy to check if the conversion is firing by comparing the label of each conversion - Can work with various events to fire the conversions not just with the page URL
Cons	- Not fully automatic (Global tag that includes the Ads configuration must exist for this to work) - Only works with page view events (with a URL) - Hard to identify the individual conversions as it does not show the label in the Ads conversion menu	- Each tag must be inserted

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Website — Automatic

In the box below the box in which we just scanned the URL, fill out the three boxes

First, for the ‘category’, we will decide which category of the report this conversion will appear in.

Secondly, for the ‘match type’, consider using either ‘contains’ or ‘starts with’ as your URL will have 'gclid' (an ID to identify each customer) appended in the URL when coming from clicking the advertisement.

Lastly, enter the URL that you want to match and click ‘Add’

 

Then choose the appropriate option to implement the tag depending on whether you have the global tag with Ads configuration

Finally, insert the tag in the box to your site.

Website — Manual

Afterscanning your website URL, go to the bottom and click ‘+ Add a conversion action manually’

 

Choose the category that you want this conversion to appear under the category in the report. Then, enter the conversion name. Ignore the error message as it is just saying that the tag must be inserted.

 

Select desired ‘Value’ and ‘Count’

 

Unless you have a specific setting in mind, you can leave the rest as the default and click 'done'

 

Lastly, click ‘Save and continue' at the bottom

 

Then you will see the list of the manual conversions that were created. Add as much as you need and click ‘Save and continue'

Now implement the tags using either directly or GTM.

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Importing

Select 'import'

Choose a platform

▶ Google Analytics(UA)

Select 'UA' -> 'continue'

Select the conversions you want to bring in and click 'continue'

▶ Google Analytics 4(GA4)

Select 'GA4', and choose a platform depending on your platform. Click 'continue'

Select the conversions you want to bring in and click 'continue'

Conversions as mentioned in the opening can provide visualized information about how effective your advertisement is. I hope this instruction can help you set up a conversion in Google Ads.

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References

Offline conversions

https://support.google.com/google-ads/answer/7012522?sjid=9019155902294921528-AP 

Google 클릭 ID(GCLID)를 사용하여 오프라인 전환 가져오기 설정 - Google Ads 고객센터

https://support.google.com/google-ads/answer/7014069?hl=en 

Import conversions from ad clicks into Google Ads - Google Ads Help