Google Conversion Data: 2 Helpful Ways to Optimize!

Published by Algorithmic Global on

Google conversion data written in pink over man drawing a line of increasing sales

Using Google conversion data from Google Ads and Analytics helps supercharge your marketing!

Google conversion data lets you see the bigger picture. It’s easy to use and understand, with clear reports on the performance of your website. You can track whether or not your changes are helping or hurting conversions and adjust accordingly.

Google conversion data is a part of both analytics and the Google ads platform. Knowing what drives conversions can help you better monetize your traffic and optimize your ad spend!

In a nutshell, Google conversion data lets you see what drove customers to your site and enables you to measure their behavior once they’re there. So if you’re looking for a new way to measure the performance of your website or are curious about what a digital marketing expert does using Google’s tools, this article about Google conversion data may be just what you need!

3D illustration of a conversion funnel with entry and exit

What is Google conversion data?

Google conversion data is the information collected by Google on how people interact with your website. This data can help you understand what leads people to your site, how they behave when they get there, and what convinces them to take action.

Conversions can be anything, but common examples include sales, clicks, or form submissions.

Google Analytics and Google Ads this information. Google Ads collects data on people who click on your ads, while Google Analytics collects data on all other website traffic.

Using this data, you can make informed decisions about improving your website’s performance. For example, if you find that a particular page is causing people to leave your site without converting, you can change that page to keep them around longer. Or, if you see that people are clicking on one of your ads but not following through with a purchase, you can adjust your ad campaign to target those people better.

Google conversion data on Google Analytics

Google conversion data on Google Analytics is one of Google’s many tools provided in Google’s web analytics platform. Google conversion data captures the specific actions that lead to conversions and the time spent by customers on your website before they complete a conversion.

For example, you can see which pages lead to the most conversions because Google Analytics lets you know how visitors behave once they arrive on your site and their behavior throughout your website before they convert.

In Google Analytics, Google conversion data is available in your report’s “conversions” section. You need to set up conversion tracking for your website to access this data.

google ads metrics: click through rates

Google conversion data on Google Ads

Google conversion data on Google Ads is slightly different from Google conversion data on Google Analytics. Google Ads conversion tracking captures the specific keywords that lead to conversions on your website, not necessarily the piece of content on your website that led to the conversion.

However, these two pieces of information are often tethered—high-performing ads often lead to relevant pages.

From knowing the highest converting keywords, you can also gain valuable insight into the success of your ad groups and your campaigns. 

Using Google conversion data

Magnifying glass over Google Analytics logo

In Google Analytics

One of our favorite ways of using Google conversion data in Google Analytics is when creating new content. For example, we can see which pages have the highest conversion metrics and find new ways to point traffic to those pages.

Not sure which keywords drive traffic to a page? Look at Google Search Console and see which queries led users to the page in question. Then, create blog posts that take advantage of the search data.

It might take a few weeks for Google to index your site and serve the content to people searching for it, but over time, you’ll start seeing increased traffic to that page and, hopefully, more conversions!

In Google Ads

Optimizing your campaigns based on conversion data is the next step after measurement. For example, you could increase the bids on high-performing keywords so that your ads show high on the search results page.

Alternatively, you could lower the bids on keywords with high click rates but low conversion volume.

Optimizing based on conversions only works when there’s enough data for accurate measurements or a consistent price per lead, such as on e-commerce sites. When the income from each conversion varies widely, or there isn’t a high volume of impressions, clicks, and conversions (a reasonable minimum is 1k impressions), optimizing based on conversions becomes trickier than on e-commerce sites. For example, it might mean more communication from the sales team after the sale or longer time horizons.

For this reason, we typically advise lead generation campaigns to focus on traffic quality, which includes optimizing for cost per click and click-through rates.

Algorithmic Global: Google conversion data experts

Google conversion data is Google’s way of measuring your website’s performance and customer behavior. Google conversion data on Google Analytics captures the specific actions that lead to conversions and the time spent by customers on your site before they complete a conversion.

With Google conversion data in Google Analytics, you can see which pages have higher converting metrics and optimize for those results through new posts. On Google Ads, you can optimize keywords and ad groups based on your highest-converting assets.

Remember: optimizing based on conversions only works when there’s enough data for accurate measurements.

If you are interested in finding out more information about Google conversion data in Google Ads and Google Analytics, reach out to the experts at Algorithmic Global via our contact page. A member of our staff will get back to you and help you figure out a time to start collaborating!


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