Google has been ruling the online marketplace; as testified by sheer volumes of search queries processed on the search engine everyday. Almost every web business caters to this website (and its numerous features) to better its prospects of driving traffic and earning profits.
AdWords, Google's Pay per Click advertising programme, has been touted as one of the most effective and successful ones in this field. It has features that ensure ease of operations for advertisers, irrespective of their knowledge of the domain. Conversion tracking is one such feature associated with AdWords.
In lay terms, it is the process of tracking conversions that are generated through your adverts placed on Google's sponsored sections. Conversion, on its part, happens only when a visitor clicks on your ad and eventually fosters a transaction on your website. The web page that describes a call-to-action phrase and entices users to 'convert' is known as the conversion page.
Each advertiser has a different way of denoting conversions for his business. For some it could be a lead or sale; whereas, for others it could be a sign-up or page view. However, every optimiser depends on the conversion tracking service to figure out the effectiveness of keywords or adverts used in his paid search marketing campaign.
The whole process of tracking is conducted with the help of algorithms designed by the search engine itself. Every time a user clicks on your PPC ad, a cookie is placed on his computer. As soon as he reaches your conversion page, the cookie is connected to that page.
By keeping a tab on this cookie, Google manages to track the activities of the user on your site. And, as soon as he completes the required transaction, Google records a conversion. Usually, these cookies expire in 30 days' time. Therefore, as an advertiser, you have to employ sound strategies for AdWords Google optimization in order to retain users and attain a high rate of conversions within that span of time.
You can ask Google to send the conversion tracking reports of your account through email or in a printable form. The only prerequisite here is an ongoing account with AdWords.