Improving Google Ads Results with Website Tracking and Analytics

What are website tracking and analytics and why are they important? If Google Ads is a football or soccer team, Analytics is the referee. He attributes points and penalties to specific players. A proper website tracking and analytics setup is the field, which defines the goals and playable area.


Let’s put that into more exact terms.

What is Website Tracking and Analytics?

‘”Analytics” aims to extract useful information from data and use it to make decisions. Advertisers who use Google Ads often use Google Analytics or other analytics tools to derive that information. Google Analytics makes it easier to attribute performance to:

  • Keywords
  • Ads
  • Ad groups
  • Campaigns
  • Demographics

This attribution helps us achieve goals. The ultimate goal for advertisers is ROI and there’s no better way to increase it than by using analytics for decision making.

“Tracking” in Google Conversions Tracking usually Finland Phone Number List refers to the use of a website code that allows you to monitor visitors’ activity on your website. Every page visit and button click can be logged. Advertisers pay close attention to “conversions” or “goals,” such as purchases, signups, or calls, which are the primary actions they want visitors to take.

Should you use google ads website tracking and analytics tags? The answer is a resounding “yes.” Without them, you won’t be able to improve your campaign’s performance and reduce your advertising costs.

How to Set Up Google Ads Website Tracking and Analytics

Start by Defining Your Goals

Setting up website tracking and analytics should always start with a brainstorming session. Determine the conversions (i.e. actions) you want visitors to take when they visit your website. The conversions that will most contribute to your top-level objectives (e.g. revenue, ROI, etc.) should be the ones you focus on. You’ll need to make sure they’re track properly.

What actions are important to your business?

  • E-commerce purchases?
  • Contact form submittal?
  • Digital product downloads?
  • App downloads?


Setting Up Phone Call Tracking


Calls to a phone number on your website logs a conversion when someone clicks an ad to visit a website and then calls a number that is published on the website. The number is usually a Google forwarding number.

Google forwarding numbers are available in many countries and are dynamically generated numbers that forward to your business number. The downside of this tracking method is that you can’t use your actual phone number on your landing page without a workaround (.e.g. CallRail).


Denny clicks save and continue to move on to the next step. He needs to place a tag on his website before he can start receiving call analytics.

3 Website Tracking and Analytics Tag Options

A tag is a snippet of code that is placed in the head section of your website. It gives Google instructions to track visitors who have clicked your ads or interacted with your website. The code can be customised in case you need only to track a specific kind of action.

Google Tag Manager (GTM)

Google Tag Manager is useful if you need to implement advanced tracking parameters using a graphical user interface. Although, manual code placement is still require in many cases. GTM is also great for managing Google’s various tags as well as Facebook pixels, Linkedin tags, and code for other social media analytics tools.

Google Analytics

Google Analytics is a platform use to track all kinds of user interactions on websites, whether from organic or paid traffic. For example, it can be use to measure the percentage of users who complete a funnel or to find out the percentage of converting website visitors who are female. It’s very common to use Google Analytics in addition to Tag Manager or other tools.

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