Advanced tracking — from ad clicks to your website pages

Your team has spent a week to prepare and launch a Google Ads campaign. It looks great, and targets the right audience. But what’s next? Just starting a campaign is not enough. Your team should be constantly improving based on the metrics you receive from those ads. One of the most important metrics to track is how ad keywords lead to events on the website.

Your ads team needs to track the efficiency of your campaigns, so that they can improve future campaigns and use their marketing budget wisely. Metrics can be used to help you refine ad copies, determine the most relevant keywords, and select the right budget (bids).

Keyword tracking also helps you to understand your audience’s needs, and which pages on your website they spend the most time on. This can guide the development of your product and overall marketing strategy.

Google Ads allows tracking users from Search ads campaign keywords to Google Tag Manager events on your website. There are almost no limits of what type of events you can track. For example, you can track how many people clicked a keyword and ended up on your blog — or how many of these users submitted a contact form. Google Ads tracks these conversions (keyword > event) right on the Ads dashboard.

Now that you collect sensitive data about users' preferences and behavior, make sure you show the banner to them. Also, they should be offered to opt-out from the behavior tracking. Additionally, update your privacy policy with a note about Google Ads tracking.

Google Ads is just one example. Other platforms allow for similar tracking, such as Bing, LinkedIn, and Facebook. A comprehensive ad strategy should target multiple platforms to bring as many users as possible into the funnel. Normally an ad agency can cover them all.

Google Ads and other ad platforms offer powerful tracking capabilities that can enable your ads team to use ads intelligently and drive conversions. One of the most powerful areas where tracking can help is to map keyword clicks to events on the website. Ads can be expensive, so it pays to optimize your ad strategy to deliver the most value to your business.