Google Ads Campaign Level Conversions

Key Takeaways

conversion tracking is one of the foundational pieces within our Google Ads accounts we have to know that what we're advertising is actually working and there's some sort of success metric coming through for the longest time one of the big shortcomings in my opinion of the Google ads platform is how you can track conversions and atribute it back to the campaign's that you have in place for the longest time you had to choose one or a group of conversion accidents to show up in the conversions column but it didn't matter if a specific campaign was designed to generate those types of conversions say you have a campaign that's generating demo requests and another one that's generating content downloads it's a very common scenario if you wanted to track both of those as conversions you had to put them both in the conversions column and each campaign no matter what the primary objective was was going to track the other one which could give you false positives or false negatives depending on what's going on so one of the things that has rolled out recently are called campaign level conversion actions now we can choose which conversions we want to track for a specific campaign in Google Ads it's really easy to set up so let's jump in and I'll show you how to do it in your Google Ads platform just click on the campaign that you want to change the conversion action for head to settings and you'll see this list of the different settings types you have to click additional settings to open up the rest of them and you'll see conversions is one of the first ones in gray it'll always start off with a count level conversion setting which basically means that it's using the default conversions that you have set for your entire account you can then choose the radio dial and it will let you select conversion actions it will then bring up a list of all of the conversion actions that you have active within your account if you click on one of them it'll select over here and you can hit save and now that campaign will track only the calls from ads conversion action the things a little bit different here is if you click a second conversion action we get a warning down here that says selecting more than one action creates a new conversion action set which you can use with other campaigns so effectively what's happening is that Google is now going to create a default set of conversion actions that will always fire together that you can attribute a name to so we've done this in a number of our different accounts where somebody might we might be trying to focus on people generating content downloads but if they also request a demo we want that to track as well because that's kind of a secondary bonus better conversion action and we don't want to lose sight of those coming through so we've created different conversion action sets to track toward that goal so basically what we would do is we would choose all the conversion actions that we want to within that conversion action set give it a name and then when we're done we would just hit save I don't actually want to do this so I'm not gonna click Save you can also manage your conversion action sets in a different portion of the account if you happen to tools and settings into conversions you'll then be defaulted to a list of all the conversion actions that you have in the account to choose from up in the top next to conversion actions they have an option for conversion action sets you can see that we already have a group here if you want to create a new one just click the blue plus sign and now you get the same editor that you got within an individual campaign but you can create these and then they will be part of the selected groups that you can have within a campaign let's say that we went ahead and created this search content one this has content downloaders calls from ads and to demo request conversion actions because there are two ways that people can request a demo so those are the four groups that we wanted to have in here if we head back into our campaigns manager within an individual campaign on the settings tab when we open up the conversion action setting we can click the choose conversion actions for the campaign select conversion actions just like we did earlier and now we can see conversion actions the original builder but we can also toggle over to conversion action sets that have already been built we can click search content and then hit save and those for conversion actions that we saw in the conversion manager within the account will now be counted on this campaign but not the other campaigns in the account unless they also have been chosen under this search content piece the biggest benefit of this is now we can have more conversion actions being attributed to the conversion column because we can get a lot more particular with which ones are showing up with which campaigns in the past there were a lot of conversion actions that I wanted to track but instead I would click no under include in the conversions column and then I would have to segment by conversion action later because I didn't want it to be a false-positive within the account for campaigns that weren't driving toward that conversion action and it would make performance look all kinds of crazy so now you can use either campaign level conversions for just one action at that campaign level or you can create conversion action sets and attribute into any group of campaigns or in a single campaign you want so your conversions column has gotten much more meaningful and now all of the optimizations you make on it at all the levels in the account have gotten much better thanks for watching our video make sure to subscribe to the paid media pros channel to see more videos