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Tips for optimizing online sales

Unlocking more data for tracking sales


Make sure you're tracking conversions properly

Using conversion tracking is a critical part of measuring your results with AdWords. It's the simplest way to tell if clicks on your ads are resulting in sales and how much those conversions cost—which in turn helps you gauge your return on investment.

To use conversion tracking, you need to put a small snippet of code on the page your customers see after a sale. It's important to confirm that you've set this up correctly so your conversion data will show up accurately.

Confirm that you've correctly set up conversion tracking:


Segment your data for more detailed insights

Refining and segmenting your data

AdWords lets you slice and dice your performance data in different ways, making it easier to isolate the exact statistics you want to see. By breaking down your data in more detail, you can get deeper insights on what's profitable for you and where it'd be worthwhile to invest more.

Here are some of the questions you can answer by refining and segmenting your data:

  • Which locations bring the most profitable traffic? View your conversion data by geography to see how your advertising performance varies across different locations. If you find that traffic from certain areas is more profitable, you might want to invest more in those locations.
  • Which time frames result in sales? See how your performance varies by time of day, day of week, or other time frames. If you find that traffic during certain times or days is more likely to result in sales, make sure your ads are as visible as possible during those times.
  • How does performance differ by device? Compare performance across devices to see if you're getting a better return from ads showing on desktops, tablets, or mobile phones.
  • Which conversions are you receiving? Segment your reports by “Conversion name,” “Conversion category,” or “Conversion source” to better understand how your performance varies by each kind of conversion you’re tracking.

Learn how to view your data by segment or create custom columns to keep these segments as columns in your reports.


Use Analytics to monitor user behavior on your site

Google Analytics can help you understand the entire flow of customers through your site, not just conversions. It's an excellent way to measure visitor activity on your website, such as how many people visited your site, how much time they spend there, and where they're coming from.

Here are a few examples of the insights you can uncover with Analytics reports:

  • Am I attracting the right kinds of visitors? Audience reports tell you more about what kinds of visitors are coming to your site—by demographics, location, language, devices, etc. You can use this information to create more targeted ads to attract the right kinds of visitors.
  • Where are visitors coming from? Acquisition reports let you compare traffic from different sources, from your AdWords campaign to non-AdWords sources. You can use this information to invest your budget in sources that send you high-quality traffic.
  • What are visitors doing on my site? Behavior reports can help you improve the content on your site to better fit your visitors' needs and expectations. For instance, you can find out how frequently each page was viewed, or if people left your site right away.
  • How much revenue am I generating? Ecommerce tracking shows you how much revenue you're generating from AdWords traffic, organic traffic, and other referral sources.

By linking your Google Analytics account to your AdWords account, you can view your AdWords click and cost data alongside your Analytics site engagement data.

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