Conversion Tracking

INTRODUCTION TO CONVERSION TRACKING

Product Description

Conversion tracking involves placing a cookie on a user's computer when he/she clicks on an ad. Then, if the user clicks on your ad and reaches one of your conversion pages, the user's browser sends the cookie to a Google server, and a small conversion tracking image is displayed on your site. When such a match is made, Google records a successful conversion for you. This information is presented within the Campaign Summary section of the "Campaign Management" tab in your AdWords account.

OVERVIEW

Conversion Tracking

INTRODUCTION TO CONVERSION TRACKING PRODUCT DESCRIPTION Conversion tracking involves placing a cookie on a user's computer when he/she clicks on an ad. Then, if the user clicks on your ad and reaches one of your conversion pages, the user's browser sends the cookie to a Google server, and a small conversion tracking image is displayed on your site. When such a match is made, Google records a successful conversion for you. This information is presented within the Campaign Summary section of the "Campaign Management" tab in your AdWords account. OVERVIEW All you need to do to begin conversion tracking is place a few lines of code, referred to in this guide as a code snippet, into your website. As a prerequisite, you or someone in your organization must have a working knowledge of HTML and/or web tools in order to successfully place the conversion tracking code snippet. You’ll also need to have access to your website’s code and your company’s Google AdWords account. This guide takes you through the code snippet insertion instructions. We recommend that you completely review these setup instructions prior to starting the installation. Additionally, this guide offers specific snippet insertion instructions for the following web programming languages:

• Yahoo!@ Stores
• eBay@ / PayPal@
• Active Server Pages (ASP)
• Sun@ Java Server Pages (JSP)
• PHP: Hypertext Preprocessor (PHP)
• Macromedia@ DreamWeaver
• Microsoft@ FrontPage

DEFINITION OF TERMS

Numbers of conversions :
A conversion is counted when an ad click leads directly to a user taking an action on your site. Multiple conversions from a single ad click are counted only as one conversion.

Average value :
The total value of all conversions divided by the total number of conversions.

Code snippet :
A small piece of HTML and JavaScript code that is inserted into the conversion completion page of your website (the Thank you for your purchase/sign-up/visit page).

Conversion :
When a user completes a desired action on your site, such as a purchase or request for information. A conversion is the desired end result from a user visiting your site.

Conversion page :
The page on your site that is displayed to confirm the completion of a desired action -- this is generally the Thank you for your purchase/sign-up/visit page.

Conversion types :
The type (purchase/sale, signup, page view lead, or self-defined/customized) recorded in the generated code, allowing you greater specificity in your conversion statistics.

Conversion rate :
The number of conversions divided by the number of eligible ad clicks. Conversions are only counted on Google and some of our ad network sites. The conversion rate is adjusted to reflect only the ad clicks on which we can track conversions.

Cost / Conversion :
The total cost divided by the total number of conversions. This statistic gives you the amount spent per conversion. Conversions are counted only on Google and some of our ad network sites. The cost-per-conversion is adjusted to reflect only the cost of ad clicks on which we can track conversions.

Total value :
The total value generated by conversions of a specific tracking type, or tracking label. (Advanced option only.)

Transaction :
A single occurrence of a conversion event. Multiple transactions can occur after a user clicks on your ad. For example, if a user clicks on your ad and makes two separate purchases on your site worth US$11 and US$12, you will see a report for one conversion from the ad, two purchase transactions and a total value of US$23. You can also consider a transaction a lead generation if a visitor fills out a form and provides particular information that your business finds valuable.

Value / Click :
The conversion value generated per click. For example: Value / Click = Total value (total_value) / Total number of ad clicks (num_clicks). Conversions are only counted on Google and some of our ad network sites. The conversion rate is adjusted to reflect only the ad clicks on which we can track conversions. (Advanced option only.)

Value / Cost :
Total value divided by total cost for all ad clicks. If you've entered in your revenue or profit value, this statistic will be equal to your ROI. For example: Value / Cost = Total conversion value (total_value) / Total cost (total_cost).

ADDING THE CODE SNIPPET

When the code snippet is placed on the conversion page of your website, statistics on users who click on a Google AdWords ad and complete a conversion (purchase, sign-up, page view, and/or lead) can be collected and viewed in your reports. The Google code snippet will be provided when you sign up from the Conversion Tracking page located under the "Campaign Management" tab in your AdWords account. This code snippet can successfully track conversions when placed on the conversion page(s) of your site.

Note : Modification of the code snippet may result in malfunction of the snippet, including data loss and inaccurate collection of data.

CONVERSION TRACKING CODE

[Purchase Conversion Default: Sample code snippet only – DO NOT USE]