- [Instructor] One of the big reasons
that online advertising has become such
a big business is that unlike many forms
of traditional advertising, it's extremely measurable.
And by using the Google Ads Conversion Tracking feature,
we can keep track of how many sales
or leads our campaigns are generating,
and this helps us invest in our campaigns intelligently.
And we can get really granular with this data.
By using this feature, we can quickly evaluate whether
or not campaigns are profitable for us.
And with this information,
we can make more informed data-driven decisions,
like spending more of our budget on campaigns
that are performing well, while we simultaneously work
to optimize the budget on campaigns that aren't.
Now, in order to get started with campaign tracking,
it's important to first note what our conversion is.
Do we consider the conversion to be the sale of a product,
or is the conversion someone simply filling out a form,
maybe submitting a request for more information
or viewing a video.
A conversion doesn't always have to be a sale.
But just need to identify
where that event is going to happen.
Is it on a page or is it a particular action
that someone will take on a website.
For example, you might have a receipt page
on an e-commerce transaction.
Once someone has completed the transaction,
this receipt page loads, and what we can do
is add code to that page.
And when that page loads, that code will then communicate
with Google Ads to tell it
that this conversion event is happening.
Now, if you wanted to track leads,
say after you've filled out a form on a website,
you could then embed that code in the Thank You page
that appears after the results of that form.
Now, you can get even more sophisticated
with tracking codes.
You can trigger it programmatically
for a variety of actions and events,
but the basics allow you to simply paste
a tag onto the pages
that indicate a conversion has occurred.
Now, here's the cool part, it's not just recording
that a conversion happened somewhere in your account,
it actually associates that conversion all
the way down the appropriate campaign,
ad group, ad keyword, and all the other data points
that Google Ads collected
on the user who triggered that conversion.
So as you can see, Google Ads is far more valuable
when you enable conversion tracking.