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Conversion tracking in Google Ads helps you keep tabs on the effectiveness of your ad-clicks by measuring if they lead to valuable customer activity on your website, such as purchases, sign-ups, and form submissions.

Zenoti allows two methods of tracking conversions in Google Ads:

Caution: When you compare Google Ads conversions with transaction data in Google Analytics, you may find some discrepancies, and it is expected. This is due to the differences in attribution and conversion windows on both the platforms. Learn more

Track conversions directly in Google Ads

You could install the built-in Google Ads conversion tracking onto your Webstore using Google Tag Manager to track the conversion. Alternatively, you can also check the predefined GTM tags and triggers, which provides a JSON export, which has this part setup already.

Note: Zenoti supports direct tracking from Google Ads only via Google Tag Manager .

Here is how it works:

  1. When a user reaches the Thank you page in your Webstore, after a purchase, the conversion tracking code gets triggered.

  2. Google Ads checks if there was a prior ad click attached to it.

  3. If there was a prior ad click, even if it is not the click that lead to the conversion, Google Ads considers this as a conversion. For example, consider this scenario:

    1. Jane sees an ad to your Gold Massage service.

    2. She clicks the ad, reviews the service, and closes the ad.

    3. Later, she sees the same information in Facebook and clicks the link to the Gold Massage service page.

    4. Then on the weekend, she books the massage by searching for the service in Google.

    5. When she reaches the Thank you page, Google Ads finds that there was an ad click prior to her reaching there. Google Ads marks this as a conversion.

Import goals and e-commerce data from Google Analytics to track ad conversions

As you have already set up e-commerce tracking in Google Analytics, if you have Google Ads linked to your Google Analytics account, you could import the e-commerce data that you receive in Google Analytics to Google Ads. To set this up, you must install Google Analytics on all pages of your website, including the Thank you page of your Webstore.

Note: This setup imports all transactions as a single conversion action. If you want the conversions to be split into different service lines, you must implement the direct Google Ads tracking.

Here is how it works:

  1. On the Thank you page of your Webstore, after a purchase, the conversion tracking code gets triggered.

  2. Google Analytics does not check for a prior ad click; it just registers where the user came from:

    1. If the last known source of the user is an ad click, Google Analytics sends the data to Google Ads.

    2. If the last known source is not an ad click, Google Analytics does not send the data to Google Ads, even if there was an ad click prior to that.

      For example, consider this scenario:

      1. Jane sees an ad to your Gold Massage service.

      2. She clicks the ad, reviews the service, and closes the ad.

      3. Later, she sees the same information in Facebook and clicks the link to the Gold Massage service page.

      4. Then on the weekend, she books the massage by searching for the service in Google.

      5. When she reaches the Thank you page, Google Analytics finds that the last known source of Jane is not an ad click, but an organic Google search. Google Analytics does not send this data to Google Ads.


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