One of the fundamental advantages of AdWords over traditional advertising is the ability to establish an accurate return on marketing investment. In order to do this though, the correct tracking code needs installing on the website. There are two common and free options available.
Google AdWords conversion tracking –
AdWords conversion tracking displays tracked conversions within the AdWords interface. The advantage is it’s relatively simple to install (the code sits on the post-conversion page) and makes the relationship between keywords and conversions simple to interpret. The downside is it doesn’t track conversion values (£), it only tracks conversion quantities. This is fine if you have a website selling products all of a similar value, but if your product range varies widely in pricing, then this will be a compromise.
Google Analytics conversion tracking –
GAnalytics tracking picks up where AdWords limitations start. The basic Analytics is easy to install, from which a whole host of website information can be gathered. Beyond the basic installation, the E-Commerce tracking module is more difficult to install and requires a qualified web developer to implement it.
Once installed though, it reports full, individual order values tracked against keywords. It also tracks sales by source (Paid, Organic, Social, Referral, Direct), products sold and an ever increasing list of features. To manage an e-commerce AdWords account you should consider this tracking essential.