7 Minutes to read

How to maximize your Google Ads performance with effective tracking

Anja Esbersen

Google Ads Specialist

Anja has great experience with online marketing, and as Google Ads Specialist, she helps our partners succeed with everything related to Google advertising

Have you ever wondered how some companies achieve impressive results with their Google ads while others struggle to see an impact? The secret often lies in effective tracking.
By implementing advanced tracking methods, you can not only measure success but also gain deeper insights into your customers' behavior, allowing you to optimize your campaigns for maximum effectiveness.


Imagine you are sailing on the open sea without a compass or a map.

You know your destination is out there somewhere, you are determined, and you know where you want to end up, but you have nothing to help you hit the right spot. The likelihood of failure is high; you won't reach the right place—at least not on the first try or without spending a lot of time finding it.

Without the right tools, it is nearly impossible to find your way.

And the same applies to your Google Ads campaigns if you don't use effective tracking - your guiding tools.

Tracking works like your compass and map. It guides you towards success and helps you navigate through the complex waters of digital advertising. With the right tracking, you can not only measure your current position and determine what works and what doesn't but also adjust your course to optimize your results and reach your goals faster and more effectively.

That's why it's crucial to have control over all your tracking tools if you want to get the most out of the time and money you spend on your Google Ads campaigns.
Tracking can also be an optimization of your marketing budget.


Tracking in Google Ads is crucial for measuring and improving campaign effectiveness

Google Tag Manager (GTM) is a powerful tool that helps you manage and update various tracking codes (also known as tags) on your website without having to change the code directly on the pages - all from one central platform.

GTM makes it easy to add and modify tracking tags, such as Google Analytics and Facebook Pixel, through a user-friendly interface. This allows you to set up advanced tracking codes and triggers that activate specific tags based on user behavior on your website, such as button clicks or page views.

Fortunately, it's simple to get started.

First, you need to create a GTM account and a container for your website. This container will hold all your tags. Once the container is created, you will receive a code that you need to implement on all pages of your website. This is a one-time process that ensures GTM can correctly manage your tags.
Once the code is implemented, you can start creating tags according to your tracking needs. For example, you can create a tag for Google Analytics to track visitors' behavior on your website or a conversion tag that tracks specific actions, such as purchases or sign-ups.

GTM makes it easy to configure these tags with preset templates and intuitive settings.

Triggers are an important part of GTM, as they determine when your tags should be activated. You can configure triggers to fire tags based on various actions, such as page views, clicks on specific buttons, or form submissions. This gives you the flexibility to track the actions that are most relevant to your goals.


Google Consent Mode for Google Ads

Google Consent Mode is another tool that helps websites comply with data protection regulations like GDPR. It allows you to adjust how Google tags behave based on the user's consent to track their data.

When users give or decline consent for different types of tracking, Google Consent Mode automatically adjusts how your tags collect and use data.

With Google Consent Mode, you can continue to measure important metrics and gain insights into user behavior even when users choose to decline cookies. It works by sending anonymized data to Google instead of full data, which helps maintain a certain level of analysis without compromising user privacy.

Implementation of Google Consent Mode typically occurs through Google Tag Manager, where you can set consent settings and customize how your tags respond to user consent choices. This helps you balance between legal compliance and maintaining valuable insights into your marketing activities.


Server-side tracking for Google Ads

Server-side tracking is a data collection method where information is sent directly from your server to Google, including Google Ads and Google Analytics, instead of from the user's browser. This improves data security and accuracy since tracking data is not as exposed to ad blockers or browser security measures. It also ensures that data collection is robust.
That is why you have the opportunity to get a setup that tracks 100% of the sales on your webshop.

By using Server-side tracking, you can obtain more reliable data on user behavior and conversions. Since the data is sent through your own server before reaching Google, you have better control over and protection of sensitive information. This is particularly important for compliance with data protection regulations such as GDPR, where secure handling of user data is crucial.

Implementing Server-side tracking requires setting up a server that can receive and forward tracking data. This can be done using tools like Google Tag Manager. The server receives hits from users' browsers, processes them, and then sends them to Google. This ensures that the data is accurate and unaffected by external factors such as ad blockers.

The benefits of Server-side tracking include increased data security, better data quality, and the flexibility to customize data collection to your specific needs. By integrating Server-side tracking into your marketing strategies, you can enhance your understanding of the customer journey and optimize your campaigns.


Enhanced Conversions for Google Ads

Enhanced Conversions is a feature in Google Ads that improves the accuracy of your conversion data by using additional data to match conversions back to your ads. By using information such as email addresses or phone numbers collected on your website, Enhanced Conversions can help you get a more precise picture of how your ads impact users.

When a user interacts with your ads and takes an action on your website—such as filling out a form or making a purchase—the collected data is encrypted and sent to Google. Google then uses this data to match conversions with your Google Ads interactions, allowing you to measure conversions more accurately, even when third-party cookies are limited or absent.

Enhanced Conversions are typically implemented using Google Tag Manager (GTM). First, set up GTM on your website if you haven't already. Next, configure Enhanced Conversions by creating a new conversion action in Google Ads and adding the necessary tags and triggers in GTM. This ensures that the data is sent correctly and securely to Google.

By gaining a clearer insight into which ads drive conversions, you can adjust your strategies and budgets more effectively, leading to higher ROI and better overall results for your Google Ads campaigns.


Profit Tracking for Google Ads

Profit tracking is an advanced method to measure the actual profit from your e-commerce activities instead of just tracking revenue. By focusing on profit rather than income, you can gain a more accurate understanding of how your Google Ads campaigns impact your bottom line. This gives you a unique opportunity to optimize your ads and budgets to maximize profit.

To work effectively with profit tracking, we recommend using Profit Metrics.

To implement profit tracking, you need to account for the costs associated with your products, such as production costs, shipping costs, and any discounts. These costs are subtracted from the sale price to calculate the actual profit for each transaction. This data can then be integrated into your Google Ads reports to provide a more precise picture of your campaigns' economic effectiveness.

Profit tracking can be set up using Google Tag Manager (GTM). First, ensure that your e-commerce platform, such as Shopify, is properly integrated with GTM. Then, configure the necessary tags and triggers to track transaction data and calculate profit. These tags send data such as sale price, costs, and profit back to Google Ads, where they are analyzed.

By tracking profit instead of just revenue, you can identify which products and campaigns yield the highest profit. This helps you allocate your resources more effectively and focus on the most profitable parts of your business. The result is a more strategically founded e-commerce strategy that not only increases your revenue but also your profit.


Can all tracking tools be combined?

All tracking tools can advantageously be combined when you want to create a comprehensive and effective tracking strategy that gives you deeper insights into the performance of your Google Ads campaigns. However, less can also do the trick!

By using multiple tools together, you can get a more nuanced and detailed picture of how your ads are performing, enabling you to make more informed decisions. This is your opportunity to allocate your marketing budget in the best possible way.

When you combine tools like Google Tag Manager (GTM), Google Consent Mode, Server-side tracking, Enhanced Conversions, and profit tracking, you can cover multiple aspects of data collection and analysis.

Google Tag Manager (GTM)
Use GTM as your central platform to manage and implement all your tracking tags. GTM makes it easy to add and update tags without having to change the code directly on your website.

Google Consent Mode
Integrate Google Consent Mode with GTM to ensure that your tracking tags comply with user consent preferences and GDPR. This ensures that data is collected legally and ethically.

Server-side tracking
Server-side tracking sends data directly from your server to Google, improving data security and accuracy. It also reduces the risk of data loss, bypasses ad blockers, and ensures that your data is not manipulated by external factors.

Enhanced Conversions
Use Enhanced Conversions to obtain more accurate conversion data by matching collected information such as email addresses or phone numbers with your Google Ads interactions. Configure this through GTM to ensure that data is sent correctly.

Profit Tracking for E-commerce
Integrate profit tracking into your e-commerce platform to measure the actual profit from your transactions. Use GTM to send this data to Google Ads, where it can be analyzed alongside your other tracking data.

By combining these tools, you get a holistic view of your campaigns—from user interactions and conversions to actual profit. This allows you to optimize your ads more effectively, allocate budgets smarter, and ultimately achieve better results.

Imagine once again that you are sailing on the open sea. Tracking is your compass and map through the digital landscape. It helps you navigate the complex waters of digital advertising, so you don't just sail blindly but steer confidently towards your goals.

So remember, with the right tracking strategy, you are a skilled navigator using technology's compass and map to steer directly towards success.


Kontakt os nu