How Does Conversion Tracking Actually Work?

Let us be real. If you do not understand how Google tracks your conversions, you cannot make money from GoogleAds. You need to get conversion tracking right, if you want to make money.

Here is the setup.

1. The "Perfect World" Scenario

Imagine a simple marketing funnel:

• Step 1: The Ad
• Step 2: The Landing Page
• Step 3: The Opt-in
• Step 4: The Thank You Page

In a perfect world, a user clicks the ad, goes straight to the website, fills out the form, and you get a conversion. This is what you want to happen with the ad. The user clicks the ad. You get a conversion.

So this is what is going on with your website when you are not looking.

2. The "Nametag" (Google Click ID)

When someone clicks on your ad, Google creates a special code. This code is called the Google Click ID (GCLID). Think of the Google Click ID as a nametag that helps Google keep track of everything.

The Click: When the user clicks on the ad, something happens. This is what we call The Click.

The Tag: Google creates this ID and adds it to the address of your website URL. This only happens when someone actually clicks on an ad. There is no way to fake it.

Now the user lands on your page. They might take a look at your About Us page. They might read one of your blogs. So what happens to the user's ID? The script on your website picks up that ID and stores it as a first-party cookie on the user's browser.

So when people finally get to the "Thank You" page, Google looks at the browser, finds the cookie, reads the ID, and says: "Okay, this result came from the Google click." This is how Google knows that the result came from the Google click.

3. The "Offline" Problem (And The Fix)

This is where most people end up losing money.

A person fills out your form. You get the lead. The Google Click ID (GCLID) is captured at that time. But the person does not buy anything from you yet. You then call the person. Try to build a relationship with them, which is called nurturing the lead. The person finally buys something from you a week later. They spend four hundred dollars.

If you do not tell Google about the results of an ad, Google will think that the ad did not work.

The solution to this problem is Offline Conversion Import.

This means you can tell Google that the ad was actually successful even if Google did not know about it. Google needs to know when an ad works so it can help show similar ads in the future.

How Offline Conversion Import Works

1. When a new lead comes in, save the Google Click ID (GCLID) in your CRM tool
2. You finally close the deal one week later
3. You take that ID and the conversion value (four hundred dollars) and give it back to Google

You are basically saying to Google: "Hey, remember that guy from last week? He just paid us. Now Google needs to find people like that guy."

Google will try to find people who are like that guy because he paid us. This is what you are telling Google when you do this.

4. The "Privacy" Problem (Enhanced Conversions)

Browsers can be really strict about tracking. They remove the information from the website address. They also stop the cookies from working. If Google cannot see the cookie, then Google loses the information about what you do.

The Fix: Enhanced Conversions. This is the backup generator for your data.

How Enhanced Conversions Work

The Hash: When you give your email to a website, it takes that email and does something called hashing to it. This process turns the email into a code that is all mixed up and secure.

The Match: That code gets sent to Google. Google does not need the cookie anymore. Google looks at the email and checks its own database of logged-in users. If the email matches a user who clicked on an ad, you get the credit for the Google ad.

The Bottom Line

It really comes down to two paths:

• Path A (The Cookie): We use the Google Click ID to track the device
• Path B (Enhanced Conversions): We use their hashed email address to follow the person