This article is the first in a series in which we will guide you on how to get started in Google Ads as an e-commerce and not die trying.
Google Ads Conversions
To measure conversions we will have 2 options:
One is through the Google Ads conversion tag and the other is through ecommerce in Google Analytics.
These, like everything, have their positive and negative switzerland number for whatsapp points when it comes to measuring, let's see their main differences:
Attribution : Google Analytics attributes the conversion to the last Click, while in Ads it will be attributed according to the model we have selected.
The conversion window : Since it is the last click, Analytics will attribute everything to the last channel and the moment in which the conversion was made, while in Google Ads it will allow you to track from the moment the first click was made on the ad, even from the first time it was shown with post-impression tracking.
Report : Google Ads counts cross-device conversions, but Analytics does not.
Attribution date : Ads may report a conversion date that occurred today but started a week ago. Also, if a click was made last week, while Analytics will only count today as the day the transaction occurred.
These are the essential differences, but if you want to go deeper you can find more information in the following article: Comparison of conversion metrics in Analytics and Google Ads.
Once you have chosen the conversion that best suits you, it is time to move on to the next phase: tagging your website.
This is vital for several purposes:
Implement web analytics and be able to analyze user behavior.
Implement conversion tracking.
Carry out remarketing tasks , preferably dynamic.
Implementing the Data Layer : This is often unknown, but vital for retailers. The Data Layer will allow us to perform multiple tasks such as allowing Google to verify and update our products correctly for Merchant Center, allowing us to do dynamic remarketing, etc.
Measure the effectiveness of our actions.
Google Ads Conversions
To tag the web , we have two ways:
Google Tag Manager.
Let our webmaster do it manually.
Once we have the website setup and tracking correct, we must move on to the next tool:
We need to create and upload our feed for Merchant Center , for Shopping campaigns. Ideally, we should upload it manually, especially at the beginning, to have greater optimization power.
But this is a topic we will cover in more depth in the next Google for Retailers .