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Tracking and improving results

Getting the data you need

Measure what clicks are leading to

To see if your ads are reaching the right customers, make sure to measure your conversions using the free conversion tracking tool in AdWords. A "conversion" is when a customer clicks your ad and takes a specific action that you deem valuable, such as purchasing your product, filling out a contact form, or making a phone call.

Set up conversion tracking to measure the conversions generated by your ad campaign, including how much they cost you. This data will tell you which ads and keywords bring you business, and which ones are more profitable than others. Then you can use this information to make adjustments and get more value out of your campaign.

How you set up conversion tracking depends on what you consider a conversion—whether it's online sales, online leads, phone calls, or some other customer action.

Not sure which conversion tracking option is right for you or how to set it up? Visit this section of the previous guide. Then come back here to learn how to work with the information conversion tracking gives you.

Monitor your conversion data

Once you've set up conversion tracking, you'll be able to see how your campaign is performing in a whole new way. This can help you compare ads and keywords to see how cost-effective they are.

Book time to check in on your account. We recommend signing in to AdWords at least weekly to keep an eye on your campaign.

First, you'll need to know the basic conversion statistics to help you measure your campaign's success:

  Definition Why it's useful
Conversions The total number of conversions made within your chosen conversion window after an ad click or other ad interaction. See if your campaign is generating results for you.
Conversion rate How often, on average, an ad click or other ad interaction leads to a conversion. Measure how often a click leads to a conversion, on average.
Cost-per-conversion Your total cost divided by your total conversions. See how much, on average, each of your conversions cost. 
 

To see your conversion data, you can add conversion-related columns to any of the statistics tables in your account.

Do it now: View your conversion data

Choose the AdWords experience you're using. Learn more

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. To see data for a specific period, click the date range menu on the top corner of the page and select the time period you'd like to analyze.
  4. Click one of the tabs that appear in the middle of the page, such as the Campaigns, Ad groups, Ads, or Keywords tabs.
  5. Click the Columns button above the statistics table.
  6. Select "Modify columns" from the drop-down.
  7. Choose which columns you'd like in your table. You can add or remove all of the columns in a single category by clicking "Add all columns" or "Remove all columns." Competitive metrics
  8. Drag and drop the columns to arrange them in the order you prefer.
  9. If you want to save the columns for future use, select the "Save this set of columns" checkbox and enter a title in the box that appears. Your saved columns will now appear in the "Modify columns" drop-down. See how to save columns for future use
  10. Click Save. If you've added columns, you'll see them appear in your statistics table. See columns in a statistics table
  11. Once your statistics table looks the way you want, you can download the data in a report. Just click the download button Download icon.

Do this now in your account

Not seeing any conversion data? Check your conversion tracking code to make sure it's working properly.

Need help setting up conversion tracking? Contact an AdWords expert today.

Contact AdWords


Measure your return on investment

Do you know if the money you're spending on AdWords advertising is resulting in profits for your business? Measure your return on investment (ROI) to understand how much you're spending compared to how much you're gaining in return.

When you invest money in an ad campaign, you expect to gain back that amount and more. ROI is typically the most important measurement for advertisers because it shows the real effect that AdWords has on your business. While it's helpful to know the number of clicks and impressions you're getting, it's even more meaningful to know how your campaign impacts your bottom line.

Measuring ROI for online sales or leads

There's a simple way to calculate your ROI for online sales or leads. We'll walk you through it step-by-step.

1. To start, you'll need a few key numbers:

In the last 30 days... Let's say it was...
How many sales (or new customers) did you generate via AdWords? 30
What was your average revenue per sale (or new customer)? $50
How much did you spend on AdWords? $300
What were your other business costs related to the products or services being sold? $1125

2. From there, you can calculate your total revenue:

Total sales (or new customers): 30
x Average revenue per sale (or new customer): $50

= Total revenue: $1500

3. Next, add your AdWords costs and your business costs to determine your total cost:

AdWords cost: $300
+ Business cost: $1125

= Total cost: $1425

4. Once you know your total revenue and costs, it's easy to determine your total profit:

Total revenue: $1500
- Total cost: $1425

= Total profit: $75

5. And once you know your total profit, you can calculate your return on investment for AdWords:

Total profit: $75
÷ AdWords cost: $300

= Return on AdWords investment: 25%

In this example, this means that for every $1.00 you spent on AdWords, you made $1.25 in return.

 

Let's say that you've generated 40 sales via AdWords, with an average revenue of $30. You've spent $400 on AdWords and $750 on business costs. What is your return on investment for AdWords?


7.5% return on investment

Nope. Here's how to calculate your return on investment correctly:

ROI calculation summary

Numbers you need:

Sales generated by AdWords: 40
Average revenue per sale: $30
AdWords cost: $400
Business cost: $750

Calculate your ROI:

Total sales: 40
x Average revenue per sale: $30
= Total revenue: $1200

AdWords cost: $400
+ Business cost: $750
= Total cost: $1150

Total revenue: $1200
- Total cost: $1150
= Total profit: $50

Total profit: $50
÷ AdWords cost: $400
= Return on AdWords investment: 12.5%

12.5% return on investment

That's correct!

25% return on investment

Nope. Here's how to calculate your return on investment correctly:

ROI calculation summary

Numbers you need:

Sales generated by AdWords: 40
Average revenue per sale: $30
AdWords cost: $400
Business cost: $750

Calculate your ROI:

Total sales: 40
x Average revenue per sale: $30
= Total revenue: $1200

AdWords cost: $400
+ Business cost: $750
= Total cost: $1150

Total revenue: $1200
- Total cost: $1150
= Total profit: $50

Total profit: $50
÷ AdWords cost: $400
= Return on AdWords investment: 12.5%

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