As a digital marketer, studying conversion analytics to optimize Google Ads has become increasingly challenging in recent years. This is due to the use of ad blockers, updates in browser privacy settings, and an overall shift towards protecting consumer data. For businesses, this means compromised insights and missed conversions.
In order to improve the performance of your ads and maximise your return on investment (ROI), you need more accurate conversion tracking. You can’t achieve that with traditional client-side tracking, which relies on placing JavaScript tags on websites.
However, server-side tracking has been known to send conversion data directly from your server to Google Ads, completely bypassing any ad blockers or browser restrictions that may arise. Think of it as a conversion tracking system that is immune to external factors and can help you optimise the performance of your ads with more reliable data.
If you are interested in learning more, let’s dive in and explore server-side conversion tracking in Google Ads.
In the age of digital marketing, conversion tracking is one of those critical components that allows businesses to measure and track how their audiences are interacting with their ads. You may have heard people ask if running ads is “worth it?” Well, what do you know? There is a tangible way to determine if your leads are purchasing, signing up or downloading, or filling out forms when they come across your ads. These metrics can help businesses tune in to their marketing campaigns and optimize them for success.
If the goal is to maximize your return on investment (ROI), conversion tracking is the secret sauce to making Google Ads work for you.
Tracking conversions has long been reliant on placing a JavaScript tag on websites to collect data from your audience. This is called client-side conversion tracking. Server-side tracking is a type of conversion tracking that takes data accuracy and privacy into consideration, making it far more sophisticated.
The main difference between client-side tracking and server-side tracking is that, in the case of client-side tracking, user interactions are being tracked, but the data is not as accurate due to ad blockers and browser limitations that users can set.
In the case of server-side tracking, data is directly sent from the server to the tracking platform, such as Google Ads, making the data much more reliable. Apart from collecting more reliable data, server-side tracking can also reduce the risk of data loss and implement data protection measures. And the best part is that server-side tracking does not slow down websites and doesn’t negatively affect the user experience.
If you want to set up server-side conversion tracking for your Google Ads, here’s what you will need:
Google Ads & Website Integration: It is important that you are aware of the fundamentals of Google Ads and how to integrate them with your website. This will allow you to set up your campaigns, define your goals, and track performance effectively.
You will need Google Tag Manager to deploy marketing tags. These are snippets of code that you can use on your website to simplify the process of integrating server-side tracking.
You also need a server-side API to allow your website to communicate with Google Ads. This is a server that allows your site to send requests for conversion data from Google Ads.
Here’s a step by step guide to help you set up server-side conversion tracking in Google Ads:
Start by logging into your Google Ads dashboard. Go to your accounts section to set up server-side conversion tracking.
In the top menu, click on Tools & Settings.
Find the Measurement section, and then click on Conversions. This will give you access to the conversion tracking settings.
Click on the plus (+) sign to create a new conversion action.
You can now select the conversion type that suits your business best (e.g., website, app, phone calls).
Provide important information, including the conversion name, value, count, and conversion window (the time period after someone interacts with the ad and the conversion is tracked).
Google Ads will provide you with a conversion tracking code snippet. Copy this code, as you will need it later.
Configure the server to process incoming data and share conversion details with Google Ads. This is done using Google Ads’ API or server-side tracking scripts.
Use the conversion tracking code to format the data. At this stage, you may need to write a script to handle incoming requests from the Google Ads API.
Before launching your campaign, test the setup to ensure it’s functional. You can use free tools like Google Tag Assistant or Google Ads diagnostics to verify the conversion tracking.
Now that everything is set up, it’s time to launch your ad campaigns.
Use Google Tag Assistant or Google Analytics to monitor the performance of your ads and check if conversions are being tracked correctly. Make adjustments if necessary.
Log in to your CMS account and go to Store settings. You may need to modify the theme. liquid file or use a dedicated app for server-side tracking. Embed the conversion tracking code from Google Ads into the relevant section of your store, typically the checkout page. You might also need a third-party app to ensure data accuracy and compliance.
Here are some ways in which eCommerce platforms can benefit from using server-side tracking for Google Ads:
Server-side tracking allows you to send data directly from the server to Google Ads, making the data more reliable as it is immune to ad blockers and browser privacy settings.
While server-side tracking can bypass browser privacy settings, it is still better aligned with the General Data Protection Regulation (GDPR). This means businesses have greater control over the data they collect and share. Server-side tracking can help eCommerce platforms improve the quality of their insights without running into legal issues.
Server-side tracking is also a great way to collect conversion data without slowing down your website. This is because there are no JavaScript tags or scripts required, which could potentially slow down page load times. Server-side tracking makes it possible to track conversions without negatively affecting the user experience. With a faster shopping experience, you can expect more sales.
The reason why eCommerce platforms are interested in tracking conversions is to gain better insights into customer behavior patterns. These insights can feed machine learning algorithms, making ad campaigns more efficient and effective through enhanced targeting.
Enhanced conversion tracking is one of the great features of Google Ads that allows businesses to collect the most accurate user interaction data possible. While traditional conversion tracking uses first-party data straight from user interactions, enhanced conversion data goes deeper and collects information regarding the overall effectiveness of the marketing campaign. Businesses can use these details to understand their customers better and relate to them on a deeper level.
Paid marketing campaigns are quite an investment for any business. So, making informed decisions using accurate data can help businesses achieve their goals more efficiently.
Here are some of the reasons why enhanced conversion tracking is superior to traditional tracking:
Enhanced conversion tracking allows businesses to see which of their ads or keywords are actually driving sales and generating leads. This adds much-needed clarity to their marketing strategies and allows businesses to execute campaigns with more confidence.
Enhanced conversion tracking can provide a more accurate picture of how an ad is performing because it is able to bypass ad blockers and specific privacy settings on browsers.
Businesses can benefit from the effectiveness of their campaigns because enhanced conversion tracking improves the quality of the data they use to optimize their campaigns. This is reflected in a higher return on ad spend (ROAS).
Here’s how you can implement enhanced conversion tracking in Google Ads:
Start by preparing first-party data, such as email addresses, phone numbers, and other identifiers. This will improve conversion tracking.
Log in to your account to access your ad campaigns.
In the top menu, find “Tools & Settings” and click on it.
Next, locate the “Measurement” section, and click on “Conversions.”
Click on the existing conversion action or create a new one by clicking the plus (+) sign.
Look for the option labeled “Enhanced conversions” and enable it.
Choose the types of data you want to send as part of conversion tracking (email addresses, phone numbers, etc.).
Using Google Tag Manager (GTM), add the conversion tracking tag to your site. The tag should be placed correctly on relevant pages, such as the checkout page.
Test the setup to check if it is functioning properly. Use Google’s Tag Assistant or Google Analytics to verify. Monitor your campaign performance and use the insights to optimize your ads and marketing strategies.
Google Ads is a powerful marketing tool that you can use to grow your business and stand out from your competition. By implementing server-side conversion tracking, you can improve your marketing campaigns while maintaining a high-quality user experience. If you’re looking for expert PPC management services to optimize your Google Ads campaigns, check out our PPC services to maximize your return on investment.
We hope you found this guide useful and that it helped you set up your campaigns more efficiently. If you are interested in learning more about Google Ads, share your questions with us in the comments.
