Conversion monitoring allows you to follow the activities individuals take after watching or engaging with your Twitter ads, allowing you to track your return on ad spend.

The event snippet is used to track user actions on your website, such as logging into an account or exploring a product or service.

You’ll be able to track cross-device conversions after conversion tracking is set up. This means that even if someone converted on their laptop after seeing your Promoted Ad on their phone, the conversion will be appropriately attributed to your campaign.

Conversion tracking is a free tool that displays what occurs after a client engages with your adverts, such as whether they buy something, subscribe to your email, phone your company, or download your app. Conversions occur when a customer completes an action that you’ve identified as worthwhile.

Gtag.js is a JavaScript tagging framework and API that lets you transmit event data to Google Analytics, Google Ads, and Google Marketing Platform. This page explains how to use gtag.js to set up Google Analytics on a website. Read the gtag.js developer guide for generic (non-product specific) gtag.js documentation.

What is the purpose of conversion tracking?

Find out which keywords, advertising, ad groups, and campaigns are the most effective at generating important customer action.
Make better decisions regarding your ad spend by understanding your return on investment (ROI).

Use Smart Bidding methods to automatically optimize your campaigns based on your company goals (such as Maximize Conversions, target CPA, and target ROAS).
Find out how many customers are interacting with your ads on one device or browser while converting to another. In the “All conversions” reporting column, you can see cross-device, cross-browser, and other conversion data.

What is the process of implementing Event snippet for conversion tracking?

Creating a conversion action in your Google Ads account is the first step in conversion tracking. A conversion action is a specific consumer action that is beneficial to your company. Conversion tracking can be used to track the following actions:

Purchases, sign-ups, and other activities that customers take on your website are referred to as website actions. Find out how Google Ads monitors website conversions.

The First Steps to Implement Conversion

You can map your.page() calls to Page Load Conversions or your.track() calls to Click Conversions using this destination.

Page

If you want to map all of your unnamed.page() calls to a default Page Load Conversion, go to Settings > Default Page Conversion and input the AdWords Conversion ID. If you’d like to link your named.page() calls in Segment to specific Page Load Conversions you generated in Google Ads, you can do so in Settings > Page Load Conversions.

Segment forwards all of the page call’s data, such as path, title, and URL, because Google Ads (Gtag) makes these available in your remarketing campaigns by default.

As integration-specific choices, you can send Google’s semantic characteristics, such as value, currency, or transaction id. Segment, on the other hand, suggests creating a Click Conversion and mapping it to.track() calls. These attributes are shown as integration-specific options in the example below:

analytics.page({}, {
  'Google Adwords New': {
    value: 25,
    currency: 'USD',
    order_id: 'order123'
  }
});

Tracking Event Snippet in Google Ads

Any Click Conversions you produced in Google Ads can be mapped to your custom.track() events. Any properties passed by Segment are available for use in remarketing campaigns.

Segment translates properties.value, properties.currency, and properties.order id to Google’s semantic value, currency, and transaction id, respectively, if you pass them.

The one exception is that Segment will transfer Google’s semantic value field to your attributes for Order Completed events.

Here’s an example of a transaction activity event snippet created by Search Ads 360. The event snippet should appear on pages where you’re tracking events. It can be inserted anywhere on the page after the global snippet, but for the maximum tracking accuracy, we recommend putting it in the head> section.

Some of these variables will require dynamically set values based on data from the conversion being recorded. The placeholders for dynamic values appear in brackets in the example below, like this: [Revenue].