Learn about the 4 types of AdWords conversions

When I started using AdWords in 2009, conversion tracking was in its infancy, with only one conversion pixel and few customization options.

Conversion tracking today is much more advanced and currently AdWords allows us to measure 4 types of conversions:

• Actions on the website
• Phone calls
• App downloads and in-app actions
• Conversions import

1) Actions on the website

In this type of conversion, a code must be installed that allows us to measure a valuable action for our website, such as: subscriptions, registration for a promotion, online compass, etc. Let's take an example:

When our ad directs to a landing page and the interested party fills out the contact form and sends it, that's when our conversion gains value and in the same Adwords system it links it with the ad, keyword, time, day and without end of metrics that will allow us to know the effectiveness of our campaign.

This is the oldest type of conversion that AdWords can measure and that almost all advertisers are familiar with. When I started working with AdWords it was impressive how many advertisers were not tracking any type of conversion with their campaigns.

2) Phone call

This conversion is valuable for businesses where a lot of mobile searches are done and the phone is the most practical way to stay in touch. Such as restaurants, sending gifts, doctors, etc. The way it works is very simple, a Google call forwarding number is used to track calls from ads.

It is not uncommon to see industries and market niches where mobile searches correspond to more than 40% of total searches and this is shaping up to continue growing in 2016, which is why track phone calls generated from ads for mobile devices it is becoming more and more important.

3) Downloading applications

This type of conversion is very useful for all those businesses that have created applications for mobile devices or even base their entire business model on an application. The application conversion tracking is extremely valuable as it allows us to evaluate the effectiveness of our advertising, both in the generation of downloads of the application as well as the interactions that users make within it (purchases, registrations, etc.) Conversions are available for IOS and Android.

If you are promoting a mobile app on AdWords, you can find more information about app conversion tracking at the following link: https://support.google.com/adwords/answer/6100665?&hl=es

4) Import

This type of conversion is an attempt to integrate the online world with the offline world since it allows us to combine what happens within the AdWords platform with our physical sales team. Let's take an example:

We use AdWords to attract customers interested in buying a house, for this type of service the sale is not 100% online, but once we receive the customer's contact information, the offline sales team makes the sale. Thanks to this conversion we can include the information of this client within the AdWords system and in a matter of hours the system will reflect the keywords and queries that not only contribute to obtaining new leads, but to something more important still, sales real.
Learn more about this type of conversions at: https://support.google.com/adwords/answer/2998031