Tracking website conversions on Google Ads could become even more granular in the future. A test that has now been discovered shows new options and a breakdown into sales and leads.
New website conversion tracking categories on Google Ads, source: Yatin Mulay
If you advertise on Google, the goal is to achieve as many conversions as possible. But they want to be tracked to make the campaign success measurable. This requires a definition of conversions. With Google Ads, users may be able to do even more detailed tracking of website conversions in the future because a current test reveals new categories from add to cart to outbound click.
Granular conversion tracking: optimize the customer journey
On Twitter, Yatin Mulay, who claims to be certified for Google Ads himself and works for a Google partner agency, provided information about a test with new tracking categories for Google Ads.
— Yatin Mulay (@abilitydesigns) February 17, 2020
How extensive the testis is not clear. However, Search Engine Land’s Ginny Marvin, who takes up the topic in her article, also reports that she can see some of the options. The previous options for tracking website interactions were limited to:
- Page View
According to Mulay, these will be expanded. The test shows a division of website interactions into sales and lead categories. In the former, these actions are listed:
- Add to cart
- Start checkout
These actions are understandable for the lead categories:
- Submit lead form
- Book appointment
- Request quote
- Get directions
- Outbound click
With these innovations, Google could optimize the advertising system for advertisers in such a way that micromanagement of conversions in the customer journey is made possible. This would allow advertisers to better track certain conversion groups and improve their campaigns based on this knowledge.
The versatile conversion tracking with Google Ads
While any innovations for the website conversions are still in a test phase, Google provides various options for tracking conversions at all. For example, app installations or in-app purchases, calls, and offline conversions can also be tracked. Marketers can define and track conversion actions that are considered valuable.
Such analysis can sometimes be simplified by adding a conversion tracking tag. Google explains how this works in the Ads help section. If you also want to know how the data from the tracking is best evaluated, Google can also provide you with help on the individual options. How advertisers set up website conversion tracking and then implement it individually is documented in detailed instructions.
It is still unclear whether the recently tested categories will soon be available to all advertisers on Google Ads. Since a more granular evaluation of campaigns could even lead to more diverse campaigns, this development is quite likely. In the best case, this would help not only advertisers and Google but also users who could be addressed even more specifically.