Common Problems with Conversion Tracking for Small Business Owners

Conversion tracking is a critical tool for small business owners using Google Analytics and Google Ads. It provides insights into what happens after a customer interacts with your ads, helping you measure the effectiveness of your campaigns. However, setting it up and using it effectively can be challenging. Here’s a simplified guide addressing common problems and how to resolve them.

Why Use Conversion Tracking?

• Identify Effective Campaigns: Understand which keywords, ads, and campaigns drive valuable customer actions.
• Improve ROI: Make informed decisions about ad spending to maximize return on investment.
• Smart Bidding: Use strategies like Maximize Conversions, target CPA, and target ROAS to optimize campaigns automatically.
• Cross-Device Tracking: Track customer interactions across different devices and browsers for a complete view of conversions.

Common Problems and Solutions

Problem 1: Incorrect Setup of Conversion Actions

Issue: Conversion actions not set up correctly can lead to inaccurate data and missed insights.

Solution:

1. Create Conversion Actions: Define specific customer activities valuable to your business in your Google Ads account.
   • Website Actions: Purchases, sign-ups, etc.
   • Phone Calls: Calls from ads, calls to a number on your site.
   • App Actions: Installs and in-app activities.
   • Local Actions: Interactions with ads specific to a physical location.
2. Implement Google Tag: To track these actions, add the Google tag (gtag.js) to your website or mobile app code.

Example: A bakery wants to track online cake orders. They set up a conversion action for completed purchases and added the Google tag to the order confirmation page.

Problem 2: Not Tracking Phone Call Conversions

Issue: Missing out on valuable phone call data can hinder understanding of campaign effectiveness.

Solution:

1. Use Google Forwarding Numbers: Track calls from ads using a unique forwarding number.
2. Track Call Details: Capture call duration, start and end time, and caller area code.

Example: A local plumber tracks calls from Google Ads using a Google forwarding number, allowing them to see which ads generate the most inquiries.

Problem 3: Cross-Device Conversions Not Tracked

Issue: Customers often switch devices during their buying journey, making tracking conversions difficult.

Solution:

1. Enable Cross-Device Tracking: Ensure your Google Ads account is set up to track interactions across devices.
2. View All Conversions: In your reports, use the “All conversions” column to see data from across devices and browsers.

Example: An online retailer notices many customers research products on their phones but complete purchases on their desktops. Cross-device tracking helps capture this behavior.

Problem 4: Lack of Data on Offline Conversions

Issue: Actions that start online but finish offline (e.g., in-store purchases) aren’t tracked, missing a significant part of the customer journey.

Solution:

1. Import Offline Conversions: Set up offline conversion tracking to import data from offline transactions.
2. Use CRM Integration: Connect your CRM system to Google Ads for seamless data transfer.

Example: A real estate agency tracks online form submissions that lead to in-person office visits and contract signings by importing offline conversion data into Google Ads.

Problem 5: Privacy and Security Concerns

Issue: Ensuring customer data privacy and compliance with regulations.

Solution:

1. Follow Google’s Security Standards: Google Ads collects data only from sites and apps where tracking is configured.
2. User Consent: Provide clear information about data collection and obtain necessary consent.
3. Disable Remarketing Data Collection: If consent isn’t obtained, disable the collection of personalized advertising data.

Example: An e-commerce store owner updates their privacy policy to explain data collection practices clearly and obtains user consent before tracking conversions.

How to Get Started with Conversion Tracking

1. Set Up Conversion Tracking:
   1. Go to your Google Ads account.
   2. Click on the Tools icon and select “Conversions”.
   3. Click the “+” button to create a new conversion action.
2. Implement Google Tag:
   1. Add the Google tag to your website’s HTML or use Google Tag Manager for easier management.
   2. Verify that the tag is working correctly by using Google’s Tag Assistant tool.
3. View Conversion Data:
   1. Monitor your conversion actions in Google Ads reports.
   2. Use the data to refine your ad strategies and improve campaign performance.

Conclusion

Conversion tracking is essential for measuring the success of your digital marketing efforts. By addressing common issues and implementing the right solutions, small business owners can gain valuable insights, optimize their ad spend, and ultimately drive better business outcomes. If setting up and managing conversion tracking seems overwhelming, consider professional help to ensure you’re making the most of your digital marketing tools.