Steps to register the value of Google Ads conversions

If you use Adwords for an ecommerce you will need to register not only the transactions, but also the amount of the same. The value data of the transactions will allow us to calculate the return of the investment of our advertising campaigns and optimize on the basis of this, for example by establishing Automatic Bidding strategies Based on ROAS.

There are two ways to pass the conversion value:

  1. Pass the value of the purchase directly to the Adwords pixel.
  2. Pass the conversion value to analytics and import it into Adwords later.

To have the purchase amounts in Adwords we need to pass this value to the pixel. This is configured in one way or another depending on whether you are using the Adwords pixel directly to measure conversions or if you are passing the transaction to Adwords from analytics.

In both cases, the required requirement is to have thedata layer configured. It is a Java script code that collects the information from the purchase and moves it to the confirmation page, where the pixel of AdWords will take care of collecting it. Most ecommerce platforms have modules or extensions that allow you to easily configure the data layer. You also have the option to program (if your website is made to measure you will have no choice). It’s kind of technical, so you’ll need some programming skills. On this page you will find the Official Google Developer Information In English on this subject. In any case, the information will arrive to your confirmation page in this way:

Data Layer

Data Layer

As you can see, the data layer not only collects the value of the purchase, but also the products sold, the quantity, the brand, the ID and many other values that may be added according to our needs. All these values can be passed to Google analytics through the integration of improved ecommerce, but for what concerns us today we will only use the value “revenue”, ie the total price of the purchase. The following steps are different depending on whether you are using an Adwords conversion or if you have imported it from analytics.

1. If you use an Adwords conversion…

Once we have the data layer integrated in our web and is arriving all this information to the confirmation page we have to go to the tab of configuration of the conversions in Adwords and edit the conversion to indicate to him that the value of the conversion It may vary.

Adwords Conversion

Adwords Conversion

Then we have to enter our Google tag Manager account and tell our Adwords conversion label that variable of the data layer has to search to get the purchase value. We go to the “Variables” tab and create a new variable of the type “data layer” that we will call «Revenue». It is important that the name of the variable is exactly the same as in the data layer for the information to pass correctly. If you look above, you will see that the variable that passes the value of the purchase in the data layer is also called «Revenue».

Variable Revenue

Variable Revenue

We’re still in Tag Manager. Once you have created the variable, you have to tell the Adwords label that you have to collectit. To do this we go to “tags” and edit the pixel of conversion of Adwords. Click on the icon next to the “Conversion value” field, select the “Revenue” label we just created and save. With this we will begin to receive the value of the conversion in our Adwords account.

Adwords tag in Tag Manager

Adwords tag in Tag Manager

2. If you use an imported analytics conversion to Adwords…

In this case we will have to activate the enhanced ecommerce functionality of Google analytics. To do this we entered the platform and in the options of administrator Select “Configuration of electronic commerce”. We will have to enable ‘ state ‘ options, ‘ related products ‘ and ‘ improved e-commerce reports ‘.

E-commerce in analytics

E-commerce in analytics

By activating e-commerce, Analytics creates a new conversion called “Transactions” and that we must import to Adwords. We switched to the Adwords tool. We open our account, go to “tools” and then to “Google Analytics” and import this new target to Adwords.

Import Transactions to Adwords

Import Transactions to Adwords

Finally we will go to the menu of “tools” in Adwords and edit the configuration of this objective that we just imported. We Will indicate that the value of the Manage transaction from Analytics.

Analytics Transaction in Adwords

Analytics Transaction in Adwords

And with this… to optimize!

In both cases, the process is to make the purchase information reach the confirmation page through the data layer and then indicate to the tools that can find the conversion value there. We are already recording the value of the conversion, so these will cease to be all the same for us. This will allow us to focus on those conversions that generate a greater value for our business.

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DigitalMenta

SEM · 27 / 10 / 2016

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