​How to Setup Conversion Tracking for Your E-commerce Store

Setting up Conversion Tracking for Your E-commerce Store

To measure the effectiveness of your advertising campaigns; you need to ensure that you Google Adwords is tracking sales made through your website. In order to achieve this, you must first integrate your site with Google Analytics and then subsequently link your Google Analytics account to your Google AdWords account.

To complete this setup you will need active Google Analytics and Google AdWords accounts.

  • If you do not have a Google Analytics account set up, you can do that Here.
  • If you do not have a Google AdWords account set up, you can do that Here.

Integrate Google Analytics with your website

Google Analytics needs to be linked to your E-commerce platform so that it can track sales activity, page views, website calls, form submissions or any other data you may find relevant to your customers browsing behaviour.

Choose your E-commerce platform from the list below for steps on how you can integrate your site with Google Analytics: 

Setting up Google Analytics

Turning on E-commerce Tracking in Analytics

E-commerce tracking in Google Analytics enables the tracking of your customers' purchase activity on your site. This includes useful information such as product and transaction information, average order value, e-commerce conversion rate, time to purchase and other data. 

Setting up Referral Exclusions

When a customer is referred to your site from an external source such as an AdWords advert or external link, a session is created for that customer which hosts information regarding how the customer came to your site. This allows you to track how the customer reached your site (i.e. by clicking on one of your AdWords ads). In order to ensure your customers browsing activities get attributed to the correct referrer, you must set up referral exclusions to avoid attributing these activities to payment portals such as AfterPay and PayPal.

Linking Analytics to AdWords

To track your AdWords ad performance effectively you will need to link your Google Analytics account to your AdWords account so that goal and transaction conversions recorded in Google Analytics can be attributed to your AdWords ads.

Setting up Google AdWords

Ensure Auto-tagging is on

Auto-tagging is an AdWords feature that can help you better understand how people interact with your website after clicking on your ads. Auto-tagging attaches a ‘Google Click Identifier’ parameter to the URLs for each of your ads which passes detailed information about the Ad to Google Analytics. By pairing data from the clicked ad with data collected by Google Analytics we can pair each customers browsing activities with the AdWords ad they clicked on to understand how your ads are performing with respect to useful metrics such as bounce rate, click through rate and conversions.

Importing Goals and Transactions from Analytics to AdWords

Once AdWords is linked to Analytics you must import your goals and transactions data from Analytics into AdWords. To do this you need to Import each of your analytics goals and your transactions into AdWords and subsequently setup how you want to track them in AdWords. This will allow your AdWords Ads, AdGroups and Campaigns to be attributed to conversions and statistics recorded by analytics.

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