Search Advertising assessment study guide
About cross-account conversion tracking
If you have multiple Google Ads accounts, then you can track conversions across all of those accounts – hundreds of accounts, if you like – using a single conversion code snippet (also called a "tag"). This is possible with cross-account conversion tracking.
To use this feature, you’ll want to have or create an Google Ads manager account (MCC) for creating conversion actions that you can use across your accounts.
BenefitsCross-account conversion tracking is useful for people and businesses that manage multiple Google Ads accounts. Here are some of the benefits:
- Fewer code snippets and reports. Create one conversion tracking tag and use it across multiple accounts.
- Simpler, more powerful reports. Cross-account Attribution reports consolidate your data across all the accounts that use this feature. You can also see how people interact with your keywords across all of your accounts before they convert. If you are using cross-account conversion tracking, use the Attribution reports in the manager account (MCC).
- Minimise miscounts. Placing fewer tags on your website makes it less likely to accidentally count the same conversion more than once.
- Speed up your website. Fewer tags means less HTML on your website. And that’ll speed up load times for your customers.
Let’s say that you own a hotel company. You use multiple Google Ads accounts to send traffic to a reservation page on your website, and each Google Ads account has its own conversion tracking tag.
So, you sign in to your manager account, create a cross-account conversion action to track your hotel reservations, and add the tag to your reservation page. The same tag will then track conversions for all of the Google Ads accounts that are in your manager account and use this cross-account conversion.
How it works
There are four steps to setting up cross-account conversion tracking.
|Create a cross-account conversion action in your manager account – just as you would any other kind of conversion action.|
|Add your new conversion tracking tag to your websites' conversion pages if necessary. (You’ll want to leave the old tag on your websites for now to avoid losing conversions.)|
|Choose the accounts for which you’d like to use cross-account conversion tracking.|
|After your chosen conversion window, remove your old conversion tracking tag from your website.|
If your managed accounts already have conversions, then you can stop using those account-specific conversion actions and use cross-account conversion actions instead. Here's how the two are different:
|Cross-account conversion actions||Account-specific conversion actions|
|Managed in a manager account (MCC)||Created and managed in an individual account (non-manager)|
|Tracked across multiple accounts||Tracked in one account only|
|Can apply to existing accounts within a manager account, and new accounts as they’re created||Only applies to the account in which it’s created|
Impact on your accounts
A Google Ads account can use account-specific conversions or cross-account conversions. It can’t use both.
So if you manage a client account’s conversion actions in your manager account, the managed account can’t use its own conversion actions anymore (existing conversion statistics won’t be lost, though, and account-specific conversion actions can be used again if cross-account conversion actions are later disabled).
Structuring your accounts
If you use more than one manager account, then you’ll also want to be extra thoughtful about which one you use to manage conversions for your business. Here are some possible structures that you might want to consider:
- If you use separate agencies for your search and display advertising: You’d probably want to set up cross-account conversion tracking in a manager account that contains all your accounts, which each agency can use.
- If you have multiple product lines leading to the same conversion: You might want to set up conversion tracking in a manager account that manages the accounts for all of the product lines.
- If you have multiple product lines leading to different conversions: You’d want to decide whether to set up conversion tracking separately for each product line, or set up one main manager account for all of the product lines.
Bear in mind
- Managed accounts will be able to see, but not make changes to, cross-account conversion actions. Only manager accounts can make changes to these types of conversion actions.
- Target CPA will use campaign-specific conversion actions, regardless of whether those are cross-account or account-specific conversion actions.
- If you're using cross-account conversion tracking, then you'll need to import any Google Analytics goals and transactions into the manager account that created those cross-account conversion actions. For now, any goals or transactions that you've already imported will continue counting conversions, but in the future, goals and transactions in the managed account will no longer be supported.
- Existing data for any account-specific conversions will always be available in Google Ads after cross-account conversions have been enabled.
- To share conversion actions across your managed accounts, set up sharing from within your manager account. Conversion actions can't be shared between managed accounts.
- Google Ads tags used for MCC accounts will take priority over account-level tags. Note that this doesn't apply to Google Analytics.