Guide on How to Track PPC and How to Make Conversion Funnel

How to track PPC in Malaysia? There’s a massive ocean of PPC metrics for you to navigate when you enter the online advertising world. One reason pay-per-click (PPC) advertising has exploded as a platform is measurability. The countless different metrics you have at your disposal allow you to track and analyze multiple views of your accounts and campaigns.

The diverse applications of this data are what makes PPC advertising such an inspiring opportunity for so many marketers. Digital marketing offers access to precise sales funnel data that traditional advertising simply can’t provide. Views, clicks, bounces, conversions and more are available to track and improve your campaign.

In short, PPC metrics explained are driven by data. But some data is more important than others. And once you start A/B testing and optimizing for conversions, separating the useful metrics from the rest becomes even more important.

Read also: 9 Most Important PPC Metric You Should Be Tracking

PPC Conversion Tracking

For starters, you need to ensure that the conversion tracking available through the major PPC search engines is in place or you also can use paid search tracking. Run a lead-tracking report to see if conversion data is available in each search engine in use. 

This will tell you if they’re using conversion tracking. If they are, your mission is to double-check that the codes have been installed correctly on the website and/or landing pages. Leave no landing page unchecked, no conversion path untouched. If the account has no conversion data, this is your chance to implement the codes. 

Utilizing the conversion tracking services through Google Ads, and Bing will allow you to manage those accounts more easily because you will have immediate access to conversion statistics.

Read also: Google Ads Bidding Strategies: You Need To Know

AdWords and Analytics

Next you need to check the analytics tagging. When inheriting an account, your first task is to ask your client or the previous account manager whether or not they have been using an analytics program to monitor the site’s performance. 

If they have, find out if Google Ads KPIs have been linked to Google Analytics (if the client is using Google Analytics). You can do this by simply logging into AdWords and clicking on Google Analytics from the Tools and Analysis tab. If you arrive at the Analytics Overview page, the task is already done. 

However, if you arrive at a page that asks if you would like to sign up for Analytics, you will need to follow a few steps to link the accounts :

1. Add the Google Account login 
2. Go back to AdWords
3. Click the Analytics Tab
4. Click the button that says “I already have a Google Analytics Account”
5. Choose the proper account name
6. Then Google will link the accounts

Implement URL Tagging for Analytics

When you link your Google AdWords account to Google Analytics, all the data generated by your AdWords account will automatically be included in your Analytics reports. Unfortunately, the same cannot be said for pretty much any other pay-per-click traffic source. 

If you don’t take special care to tag these traffic sources, they will show up as “organic” (lumped with your SEO traffic) in Analytics. How do you remedy this? By creating custom URL tags for your PPC accounts.

For starters, you can use the Google URL Builder. With this tool, you can create tags that, when appended to your Yahoo! or MSN ads, will transfer important information to Google Analytics.

Google Search Query Data in Analytics

Within the Google AdWords interface, there is a Search Query Performance report. However, this report has a major flaw: a tremendous amount of the search queries are labeled “other unique queries” and are not revealed to you. This can be very frustrating.

You can use Google Analytics to work around this issue and gain access to all search queries for your AdWords traffic. 

The process involves creating a new profile and creating filters that will pull the search query data out of the referral string (information that is passed to your website with each visitor from Google). Upon completing the setup process, you will be able to view the search queries for all of your AdWords traffic.

If you’re familiar with creating custom tracking URLs for adCenter, this is pretty much the same song and dance. The trick here is that you’ll need to configure your third-party analytics software to recognize these parameters for the purposes of reporting. That is, unless you feel comfortable reading the referral URL of every visitor to your site.

How to Make Google Analytics Conversion Funnel

What does PPC measure economics in Malaysia? Whether you sell items online or simply try to get people to sign up for an offer, you most likely have several steps in which your visitors must take in order to complete your online goal. These steps are typically known as conversion funnels.

You can’t create a funnel in Google Analytics PPC tracking without first setting up a goal:

1. Log into Google Analytics, drill down into one of your profiles, and click Admin in the top navigation.
2. Click the Goals tab.
3. Enter a Goal Name, such as Bike Tour Lead.
4. Enter a Goal URL, such as /thank-you.php.
5. Leave the Match Type as Exact Match, unless you need to account for multiple variations of your goal or funnel URLs.
6. It is often useful to enter a Goal Value even for unmonetized lead generation, since it allows Google Analytics to calculate metrics such as Page Value and Per Visit Goal Value.

Before you save your goal, you have the option of adding a funnel:

1. Select the Use Funnel checkbox.
2. Enter URLs and names for the funnel steps:

• /catalog.php – Tour Catalog
• /description.php – Tour Description
• /inquiry.php – Lead Form

3. Select the Required Step checkbox for the first funnel step.

Step 3 is often recommended for generating simpler funnel data but is not obligatory. If you do, in fact, want the Funnel Visualization report and the Funnel Conversion Rate to also count entries into the funnel below step 1, keep Required Step unchecked.

Conclusion 

Whenever you manage a PPC KPIs account in Malaysia, tracking should be your no.1 priority. But when you are inheriting an account, the stakes can be especially high, so it is in your best interest to ensure that all tracking is in place and working correctly.

Additionally, using all of the available tracking tools will provide you with the necessary data to manage your accounts to perform at their best.

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