I've been doing increasingly more work with the adCenter API over the past few years, and often need to check that my tools are working properly; however I don't always have conversion data available, so have installed it on my own sites to be able to test that my applications function correctly. I've written up my experience while installing it here, and you might find it useful if you've had problems getting conversion tracking working for adCenter.
Why Install More Web Tracking?
You might not have adCenter conversion tracking installed on your website yet, and are just relying on other tracking systems for adCenter data, such as Google Analytics; however, taking the time to set it up could be valuable if you want to be able to view metrics like ROAS and Cost Per Conversion in one place, without having to join two reports together; or it could be useful if you're interested in the
Assists metric, which provides some insight into the cross performance of your ad groups and campaigns. It might also be beneficial to be familiar with the service in case they ever introduce a conversion optimizer function.
Installing adCenter Tracking
Follow these steps to configure adCenter conversion tracking:
- Switch on tracking for your account,
- Create a conversion goal,
In addition to this, you can also create some funnels for your goals to gain insights into your conversion paths. The following sections explain each of these steps in more detail.
Activating Campaign Analytics in Your Account
In previous versions of adCenter, you could enable tracking either for individual campaigns or for your whole account; however, tracking at the campaign level isn't supported anymore, so you need to switch tracking on at the account level and gain access to the newer Campaign Analytics tool.
You can find the tracking configuration screen by logging into your adCenter account, then going to the the Campaign Analytics section of the Tools tab. The screen look something like the following:
The Tracking Status field will show you the current status of tracking for your account; if it's marked as
Disabled, then you need to change it using the Edit link. After pressing Edit, you should see the following screen:
You just need to select the Enable conversion tracking radio button.
Preparing a Conversion Goal
Next, you need to create a goal to track conversion events that happen on your site. If you click on the Create goal button, you'll be taken to the following page:
There are several advanced options for creating a goal, which I will explore in a follow-up article, but for now just give your goal a name, then press the Save and generate code button in the bottom right section of the screen.
Placing the Tracking Code onto Your Website
Once you've created a goal, a new section will appear at the bottom of the page with the tracking snippet you need to use for your goal:
This needs to be copied and placed onto your conversion page, in a similar way to that which you might have done before for AdWords tracking; for example, on the “Thank you” page after a transaction is completed on your site. The code should be inserted just before the closing
Generating Conversion Reports
After leaving this code in place for enough time to collect some data, you should be able to see the conversions in your reports. Most of the reports will let you select columns for the number of conversions, conversion rate, and CPA, but there are also specific conversion reports for analysing goals, assists, and even alternative traffic sources.
I've only presented the very basics of conversion tracking in adCenter here, and there's many more features that you might find useful, but hopefully this will get you started and I'll post some more in-depth tutorials about advanced usage in future posts.