Google Ads Conversions

In order to make informed decisions for your Google Ads accounts, we must track conversions within the account. Below are instructions for pulling conversions from Google Analytics and setting up Google Ads Website Call Tracking.

Google Ads Website Call Tracking (Google Ads DNI)

Also known as Google DNI (Dynamic Number Insertion). Google swaps out the number on the client’s website for a forwarding number whenever someone visits the client’s landing page from Google Ads. When a visitor calls that number, Google tracks that as a call conversion. We set this up using Google Ads and Google Tag Manager.

Send Google Ads Calls to Google Analytics

Create a script to run daily at 2am that sends call data from Google Ads to Google Analytics – https://www.adaptworldwide.com/insights/2017/adwords-call-tracking-in-google-analytics

In the event this article goes down you can find the script to here as well.  Basically you add a script in Google Ads and paste this code in there and update the Google Analytics UA number.

You will then need to create an event goal in Google Analytics with the following settings:

[js]
/* Created by Analysts at SearchStar. Written by Sian Miller, @sianmiller141 *

* AdWords Call Tracking in Google Analytics – Runs campaign performance report for the previous day, and returns the number of "calls" tracked and which campaign they are attributed to. *

* This data is sent to GA via the Measurement Protocol in the form of an Event. Set up an event based Goal in GA using your parameters (conversion name). *

* Set this script to run daily at 2am. *

*/

function main(){

//variables for report

var dateRange = 'YESTERDAY';

var columns = ['CampaignName','ConversionTypeName','Conversions','ConversionValue'];

var columnsStr = columns.join(',') + " ";

//run report

var reportData = AdWordsApp.report(

'SELECT ' + columnsStr +

'FROM CAMPAIGN_PERFORMANCE_REPORT ' +

'WHERE ConversionTypeName CONTAINS_IGNORE_CASE "calls" ' + //filter to just conversions with "calls" in the name, adjust this to match your conversion names

'DURING ' + dateRange);

var rows = reportData.rows()

//function to create random UUID

function uuid() {

return 'xxxxxxxx-xxxx-4xxx-yxxx-xxxxxxxxxxxx'.replace(/[xy]/g, function(c) {

var r = Math.random() * 16 | 0, v = c == 'x' ? r : (r & 0x3 | 0x8);

return v.toString(16);

});

}

//variables for measurement protocol

var GAID = 'UA-XXXXXX-X'; //replace this with your GA Property ID

var campaignSource = 'google'; //ensures the GA goal is attributed to Google

var campaignMedium = 'cpc'; //ensures the GA goal is attributed to paid search

var eventCat = 'adwords%20conversion'; //change this to edit the Event Category, maintaining URL Encoding

var postURL = 'https://www.google-analytics.com/collect';

var queueTime = 12600000; //3.5 hours in milliseconds so we can send the data at 2am and it is assigned to the previous day

//loop to build measurement protocol from each row of report data

while (rows.hasNext()){

var row = rows.next();

var campaignName = encodeURI(row['CampaignName']); //encodes for use in URL

var conversionType = encodeURI(row['ConversionTypeName']).toLowerCase(); //encodes for use in URL and makes them lowercase to match existing GA event structure, change if necessary

var conversionCount = Math.round(row['Conversions']); //round the number of conversions to a whole number, remove rounding if you are using a fractional attribution model

var conversionValue = row['ConversionValue']/conversionCount; //the value of each individual conversion – *on the assumption that all conversions have the same value

//for each conversion, create & send measurement protocol

for (i=0; i<conversionCount; i++){

//generate random client id

var clientID = uuid();

//construct measurment protocol payload

var payload = 'v=1&t=event&ni=1' +

'&tid=' + GAID +

'&cid=' + clientID +

'&cs=' + campaignSource +

'&cm=' + campaignMedium +

'&cn=' + campaignName +

'&ec=' + eventCat +

'&ea=' + conversionType +

'&ev=' + conversionValue +

'&qt=' + queueTime;

//log URL for debugging

Logger.log(postURL+payload);

//send measurement protocol

var options = {

'method': 'POST',

'payload': payload

};

UrlFetchApp.fetch(postURL,options);

}

}

}

/* Be aware that this script causes “fake” traffic to be sent to your GA profile *

* This can inflate the number of users tracked, cause sessions per user to decrease and cause the percentgae of new sessions to rise. *

* Exclude this “fake” traffic using a user based segment when reporting on these metrics. *

*/

[/js]