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How to set up conversion tracking

Before even launching a campaign on platforms such as Google Ads, Meta (Facebook and Instagram) and Microsoft Advertising, it is crucial to set up a precise tracking system. This will not only allow you to optimize your campaigns in real time but also to understand which platforms offer you the best return on investment (ROI).

Why is sales tracking essential?

Sales tracking allows you to:

Understanding your customers' purchasing behavior: Knowing where your customers come from and what journey they take before making a purchase is crucial to optimizing your sales funnels.
Measure ROI: Accurate sales tracking helps you understand which campaigns are profitable.
Continuously optimize your campaigns: With real-time sales data, you can adjust your campaigns to maximize performance.

Implementation of sales monitoring

Google Ads

Solution 1: Use Google Analytics

The first step to tracking your sales is to link your Google Analytics account to Google Ads. This will allow you to track conversions directly from your website.

*Go to Google Analytics (GA4) > Admin > Property > Google Ads Link.
Follow the steps to link your accounts.

Set up conversion goals: In Google Analytics, set up conversion goals that correspond to actions that are valuable to your business, such as a purchase.

In Google Analytics, navigate to Conversions > Goals > New Goal.
Select a template or create custom goals.
Import conversions into Google Ads: Once your goals are set up, import them into Google Ads to track the performance of your campaigns.

*In Google Ads, go to Tools & Settings > Measurement > Conversions.
Click + New Conversion and choose to import goals from Google Analytics.

Meta (Facebook and Instagram)

Install the Facebook pixel: The Facebook pixel is a tracking tool that allows you to measure the effectiveness of your advertisements by tracking user actions on your website.

Go to your Facebook Event Manager.
Create a pixel and follow the instructions to install it on your site.
Configure conversion events: Use the pixel to track specific events, such as purchases.

In Event Manager, select your pixel and click Configure Events.
Choose between manually installing event codes or using the Events Wizard.

Microsoft Advertising

Learn more about setting up conversion tracking on Microsoft
Create UET (Universal Event Tracking): UET allows you to track user behavior on your website and measure the performance of your advertising campaigns.

In Microsoft Advertising, go to Tools > Conversion Tracking > UET Tags.
Create a new UET tag and follow the instructions to integrate it into your site.
Set up conversion goals: Use UET tags to track conversions by setting specific goals in Microsoft Advertising.

Go to Tools > Conversion Tracking > Conversion Goals.
Click + New goal and configure your conversion goals.

Setting up effective sales monitoring before launching your advertising campaigns is essential for any e-retailer wishing to maximize their ROI. By using the tools and techniques specific to each advertising platform, you will be able to precisely understand the impact of your marketing actions and adjust your strategies accordingly. Remember, continuous optimization of your campaigns, based on accurate tracking data, is the key to meeting and exceeding your online sales goals.

For most CMS like Shopify, WooCommerce, Prestashop... Applications/modules exist to easily integrate conversion tracking whether on Google Ads, Meta or Microsoft Advertising.

Updated on: 21/02/2024

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