Conversions with Monetary Values

The conversion category Purchase/Sale must be used for any monetary based conversion, e.g.  donations, sales of products, membership fees or ticket sales. 

Whether you use Google Ads website conversion tracking, or you’re importing Goals into your account from Google Analytics, follow these recommendations and requirements for monetary based goals. 

Save the Conversion Category to Purchase/Sale

  1. Sign in to your Google Ads account.
  2. In the upper-right corner, click the tool icon , and under 'Measurement', click 'Conversions'.
  3. Click the name of the monetary conversion for which you want to edit the category to view the Details page.
  4. Select Edit Settings.
  5. Click Category to expand the section.
  6. From the drop-down menu select Purchase/Sale.
  7. Click Save

Track values

  1. Sign in to your Google Ads account.
  2. In the upper-right corner, click the tool icon , and under 'Measurement', click 'Conversions'.
  3. Click the name of the monetary conversion for which you want to edit the category to view the Details page.
  4. Select Edit Settings.
  5. Next to 'Value', select how to track the value of the conversion.
    • Use the same value for each conversion. Enter the amount that each conversion is worth to your nonprofit, e.g. the average set donation amount, if you can't track transaction-specific amounts.
    • Use different values for each conversion. This is the recommended option to track donations.
      • Use Google Analytics value tracking and import transactions into your Google Ads account as a conversion, or use Ecommerce and import your Transactions data into Google Ads.
      • If using Google Ads website tracking, you’ll need to customise your tag to track transaction-specific values

Track every action of monetary value taken by the same user 

  1. Sign in to your Google Ads account.
  2. In the upper-right corner, click the tool icon , and under 'Measurement', click 'Conversions'.
  3. Click the name of the monetary conversion for which you want to edit the category to view the Details page.
  4. Select Edit Settings.
  5. Next to 'Count', select Every. This setting is best for sales/donations/purchases/bookings, when every conversion is likely to add value for your nonprofit.

Extend the window that a conversion is counted after someone clicks on your ad

  1. Sign in to your Google Ads account.
  2. In the upper-right corner, click the tool icon , and under 'Measurement', click 'Conversions'.
  3. Click the name of the monetary conversion for which you want to edit the category to view the Details page.
  4. Select Edit Settings.
  5. Click Conversion window and select how long to track conversions after an ad interaction from the drop-down. 90 days is recommended to capture longer purchasing cycles, such as donations.

Ensure all conversion actions with a monetary value are Included in 'Conversions'

  1. Sign in to your Google Ads account.
  2. In the upper-right corner, click the tool icon , and under 'Measurement', click 'Conversions'.
  3. Click the name of the monetary conversion for which you want to edit the category to view the Details page.
  4. Select Edit Settings.
  5. Click Include in 'Conversions'. This setting – selected by default – lets you decide whether to include data for this conversion action in your 'Conversions' reporting column. Select 'Yes' to include data from this important conversion action in your 'Conversions' reporting column and use it to influence your smart bidding strategy.

Understand what ads attribute to your conversions 

  1. Sign in to your Google Ads account.
  2. In the upper-right corner, click the tool icon , and under 'Measurement', click 'Conversions'.
  3. Click the name of the monetary conversion for which you want to edit the category to view the Details page.
  4. Select Edit Settings.
  5. Select Attribution model. 
  6. From the drop-down menu, select Linear, Position-based, Data-driven or Time decay. We recommend Time decay, which gives more credit to clicks that happened closer in time to the conversion.

 

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