To drive results for any business, the first thing we have to know is which data to look at. As mentioned in a previous post, tracking multiple conversion events is a great way to drive additional insight and value for your clients.

In the example below, we will set up a secondary conversion event for an Ecommerce client who has been tracking Sales, but now wants to track how many people on their email list come from Paid Search.

Setting Up a 2nd Conversion Event

1.  Start under the Tools > Conversions tab and the first page will be ‘Conversion Actions.’How to set up conversion tracking in AdWords

2.  You will see your first conversion action populated. We now want to add our Email Capture conversion type, so click the big red + Conversion button.

3.  The next page offers many options; we will pick ‘Website’ because the new conversion type will be tracking data from the website.multiple_conversions24. Name the new conversion type and then move into settings. Keep in mind that you will be using the Conversion Name and associated data to optimize, so keep it simple and understandable.

AdWords conversion tracking settings

5.  Click ‘Save + Continue,’ then save the tag generated on the following page so a developer can place it on the appropriate confirmation page.

6.  The new action will populate in the Conversion page immediately, but until someone clicks on an ad and converts, the Tracking Status will be Unverified.


7.  Check back often the first few days to make sure that your 2nd conversion event is beginning to collect data. If you don’t see any conversions coming through – either on this page or in the main grid – then check the source code of your confirmation page to double-check that the conversion tag is placed properly.

Creating a Custom Column in AdWords

Back in the main AdWords grid, we previously were forced to segment all our data by conversion name and work from there. Now, with Google’s new Custom Columns, we can create and save a new conversion column that will populate for all your tabs in the main AdWords grid.

1.  Click again under Columns, but this time, scroll all the way to the bottom to select ‘Custom Columns’ – a new feature from Google which makes comparison quite a bit easier.multiple_conversions52.  Create a new column for each conversion type – I find it easiest to name it the same as the conversion type name.

3.  After you save, you can add and move these like standard AdWords columns in the Campaign, Ad Group, and Ads tabs. The Custom Columns make data analysis much easier and faster than constantly exporting data from different tabs.multiple_conversions6

Happy Tracking!