January 8, 2019
The Evolution of Google Exact Match & What It Means for PPC Advertisers
One of the most valuable reasons to run performance marketing – including paid search – is that it allows you to measure direct results. However, if your AdWords conversion tracking is not accurate, then you could be missing out on valuable information about your advertising efforts. Recently, AdWords conversion tracking has become even more important with the launch of Google’s position-based attribution model, which can provide insights into which higher-funnel clicks lead to conversions.
While every site and every problem is different, below are a few steps to start the troubleshooting process for broken Google AdWords tags. More complex issues will require additional developer resources, but starting with these questions can help speed up the process.
One of the most common situations we try to solve is when the AdWords tag has been placed, but no conversions are registering in the platform. In these cases, the first question I always ask my advertisers is whether or not they are using a tag management platform like Google Tag Manager (GTM). Troubleshooting problems with a pixel that has been implemented via a platform like GTM is different than with one that has been coded directly onto a page.
If the answer to any of the above questions is no, test again after editing in GTM. Common problems we see are that either the tag is not attached to the correct trigger or the workspace has not been pushed live.
An easy way to check your work in GTM is to run a test in preview mode. Enter preview mode from your workspace, then click to your website and complete a conversion. If the AdWords tag does not show in the summary box at the bottom of your browser window when you hit the confirmation page, edit the trigger and try again.
When troubleshooting pixels that have been coded into templates, I like to use the Google Tag Assistant extension in Chrome. This extension will check any Google tags, like Analytics, Remarketing or the AdWords conversion tag, and provide details when it sees broken or misplaced tags. You can also record the process of converting and refer to the detailed summary of pixel fires when you stop the recording.
The first step here is to run a test conversion.
While the above steps may not solve all your AdWords tracking problems, ruling out these common issues can provide you with a starting point for speaking with your developer. If you’re running into AdWords tracking issues, make sure to try these steps first in order to fast-track the troubleshooting process.