Why Tracking in Google Ads is Non-Negotiable

Over the years, I’ve audited countless Google Ads accounts, and one issue keeps popping up: conversion tracking is either missing, poorly set up, or not being used to its full potential. This might seem like a small oversight, but it’s actually a huge roadblock to running successful ad campaigns.

If you’re spending money on Google Ads (or any digital marketing), proper tracking is essential. Without it, you’re left guessing what’s working, what’s wasting your budget, and where to invest more to grow.

Let’s break down why tracking matters so much, the common mistakes I see, and how to get it right:

Why Accurate Tracking Matters

Conversion tracking allows you to measure the real impact of your advertising. It tells you whether people are taking the actions you want them to, whether that’s making a purchase, submitting a form, or signing up for your newsletter.

Here’s why it’s a must-have:

1. Optimise Campaigns Effectively: Google Ads relies on conversion data to optimise your campaigns. Without tracking, Google doesn’t have the signals it needs to adjust your ads for better performance.

2. Understand ROI: You need to know exactly how much you’re spending to acquire a lead or sale. Tracking shows you the cost per conversion so you can decide if your campaigns are profitable.

3. Scale Smartly: Once you know which ads or audiences are working, you can allocate your budget more effectively, scaling the campaigns that deliver the best results.

4. Informed Decision-Making: Accurate data lets you test, learn, and refine your marketing strategy across all platforms.

Common Tracking Issues I See

While conversion tracking might sound straightforward, I frequently see avoidable issues that lead to skewed data or missed opportunities. Here are some of the most common:

1. E-commerce Brands Duplicating Purchase Conversions
   Some e-commerce businesses accidentally double-track purchases, inflating conversion numbers and ROAS. This leads to inaccurate reporting and poor decision-making based on data that appears better than it actually is. This often happens when Shopify & another purchase conversions are both set to primary purchase conversions.

2. Page Views Marked as Conversions
   Setting a page view as a conversion might make it look like your campaigns are performing well, but this metric doesn’t tell you if users are taking meaningful actions, like buying a product or filling out a form.

3. No Form Submission Tracking for Lead Generation
   For businesses focused on generating leads, not tracking form submissions is a big missed opportunity. If you don’t know how many leads your ads are generating, how can you gauge success?

How to Start with Tracking

If you’re just getting started or feeling unsure about your current setup, here’s what you can do:

1. Audit Your Account: Review your current tracking setup to spot gaps or issues.

2. Define Key Conversions: Decide what actions matter most for your business (e.g., purchases, leads, sign-ups).

3. Set Up Proper Tracking: Use tools like GTM to implement and test your tags for accuracy.

4. Monitor Regularly: Regularly check your data to ensure everything is working as it should.

Getting tracking right can feel overwhelming, especially if you’re not sure where to start. That’s where I come in! Whether you need an account audit, custom tracking setup, or ongoing support, I’m here to help.

With proper tracking in place, you’ll have the confidence to make smarter marketing decisions, scale your campaigns, and see real results. Reach out today - I’d love to help you get everything set up and running smoothly!