How to properly track adwords campaigns

Campaign Setup

Setting campaign tracking is really important if you want to measure campaign performance using a 3rd party tool. Using a 3rd party tool to track your campaign performance is important because its allows you to see how different channels (search, social, display, video) perform. The goal here is to see which channel has the most bang for the buck.

After creating a new adwords campaign or ad group make sure you setup the tracking template correctly.  The tracking template appends information about the campaign and the user that had clicked on the ad to the final clickthrough url.  The tracking template can be setup at account, campaign or ad group level.

An example of a tracking template can be found below:


Where {lpurl} is your landing page url and the following are parameters that will be sent to your website. We will cover more about the tracking template in another blogpost.

AdWords Conversion Tracking

Using AdWords conversion tracking you can see how your ad clicks lead to valuable customer activity such as product purchases, app downloads, newsletter signups and more. Depending on the type of conversion you’re tracking, the setup process is different. AdWords helps you to see when your ads lead to conversions from the following source:

  • Websites – Tracks when the customer when the customer completes an action on the website.
  • Apps – Tracks when a customer installs your app or completes an in-app action.
  • Phone – Tracks when a customer calls you on the phone number from the ad.
  • Offline Conversion – Tracks when a ad click leads to a conversion in the offline world.

Setting up AdWords Conversion tracking can be done following these steps:

  • Login in your AdWords Account
  • Go to “Tools” section and select “Conversions” from the dropdown.
  • Click on the “+ Conversion” to add a new Conversion
  • Select the type of conversion that fits your needs
  • Finally install the tracking code in your website or app.

AdWords Campaign Attribution

Once you’ve set up conversion tracking, you’ll have access to a handy set of reports about your conversions. Attribution reports show you the paths customers take to complete a conversion and attribute the conversion different ads, clicks, and factors along the way.

Attribution reports can give you detailed information about the paths that lead people to conversions for your business. You can see whether certain keywords assisted conversions that eventually happened through other keywords. This gives you a better sense of your potential customers conversion paths.

AdWords Attribution Reports can be accessed from  “Tools” section and “Attribution” subsection from dropdown.


Remarketing lets you show ads to people who’ve visited your website or used your mobile app. When people leave your website without buying, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.

Remarketing works by creating an audience of all website visitors, for example, that you can target letter with relevant ads.

Creating an audience can be done by accessing “Shared Library” section and “Audiences” subsection from your AdWords account.

Click on “+ Remarketing List” to add a new remarketing list after the list is created install the tracking code on your website.


In conclusion AdWords offers a lot of tools to track your campaigns. Along this tools is also recommended to have some sort of 3rd party tracking tool to track cross channel campaigns.

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by | Dec 2, 2016

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by | Dec 2, 2016