Tracking, Attribution & Automation

Setting Up Google Ads Conversion Tracking

Google Ads allows several tracking methods depending on your setup:

Google Ads Tag (Global Site Tag): adds a tracking code (gtag.js) to the website's <head>;
Google Tag Manager (GTM): central tool to manage all tags without editing code directly;
Google Analytics 4 (GA4): uses GA4 event-based tracking and imports conversions into Google Ads;
CRM or Offline Import: tracks leads or sales happening outside the website.

Using UTM Tags, GA4 Events and Attribution Models

Knowing where your conversions actually come from means connecting the dots between clicks and customers using UTM tags, GA4 events, and attribution models.

1. UTM Tags

UTM tags are small text snippets added to the end of a URL.
They tell analytics tools exactly where a visitor came from and which campaign brought them.

https://yourstore.com/?utm_source=google&utm_medium=cpc&utm_campaign=summer_sale

You can build tagged links easily with Google's Campaign URL Builder.

2. GA4 Events

Every user action (like a page view, click, or purchase) is an event in Google Analytics 4 (GA4).
GA4 automatically collects basic events such as:

first_visit;
page_view;
session_start.

But you can (and should) add custom events to match business goals.

Example: E-commerce Events

An online store might track:

add_to_cart;
remove_from_cart;
select_promotion;
purchase.

Each event can include parameters like item name, color, or price.
These help you analyze shopping behavior and product performance.

3. Creating Custom Events and Dimensions

If an action isn't in Google's recommended list, you can create your own custom event. Steps:

Create the event in GA4 or through Google Tag Manager (GTM);
Go to Admin → Custom definitions → Create custom dimension;
Use the same name as your event parameter (for example, button_click);
Choose the scope:
- Event scope: one-time actions (like a button click);
- User scope: traits of the visitor (like region or device);
- Item scope: product data (like color or size).

For custom metrics, follow the same process, but they always use event scope.

4. Attribution

Attribution defines how credit for a conversion is distributed across multiple touchpoints in a customer journey.

When and How to Scale Campaigns

After a campaign is launched and stabilized, the next challenge is scaling. But scaling too early or too aggressively can destroy Return on Ad Spend (ROAS). Scaling is not simply about spending more, it's about earning more efficiently at scale.

Ready to scale when:

ROAS or CPA is consistent for at least 2–4 weeks;
You generate 15–30 conversions per week per ad set;
Wasted spend from irrelevant clicks is minimal;
Landing pages convert well on both desktop and mobile;
Tracking is reliable, with no missing data or events.

Three Ways to Scale Campaigns

Vertical Scaling: increase the budget on winning campaigns;
Horizontal Scaling: launch new campaigns or target new audiences;
Creative Scaling: introduce new ad creatives regularly.

Using Scripts and Rules to Automate Campaign Management

Google Ads provides two key automation tools: Rules and Scripts, that help marketers save time, reduce errors, and manage large-scale accounts without losing control.

1. Rules

Rules are Google Ads' built-in automation system.

Examples of useful rules:

Pause ads with a CTR under 2% after 500 impressions;
Send an email alert when daily spend exceeds a set limit;
Automatically enable holiday campaigns on a specific date;
Reduce bids by 20% if CPA stays above target for a week;
Pause keywords with no conversions after 200 clicks.

2. Scripts

Scripts are small pieces of JavaScript that unlock more advanced automation.
They can perform complex logic, cross-account operations, and data integrations that go far beyond simple rules.

1. What does a conversion in Google Ads represent?

2. Which UTM parameter identifies where the traffic comes from?

3. What's the first signal that a campaign is ready to scale?

What does a conversion in Google Ads represent?

Select the correct answer

A measurable action taken by a user that supports a campaign objective

An interaction where someone selects an ad but takes no further steps

A visit to one of the main website pages without any follow-up

The total number of times an ad appears during a campaign

Which UTM parameter identifies where the traffic comes from?

Select the correct answer

utm_campaign

utm_medium

utm_source

utm_term

What's the first signal that a campaign is ready to scale?

Select the correct answer

An increase in impressions

Consistent performance in ROAS or CPA

Low budget but high conversions

New ad format availability

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Suggested prompts:

Can you explain how to set up conversion tracking using Google Tag Manager?

What are the best practices for naming and categorizing conversion actions?

How do I test if my conversion tracking is working correctly?

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Tracking, Attribution & Automation

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Setting Up Google Ads Conversion Tracking

Google Ads allows several tracking methods depending on your setup:

Google Ads Tag (Global Site Tag): adds a tracking code (gtag.js) to the website's <head>;
Google Tag Manager (GTM): central tool to manage all tags without editing code directly;
Google Analytics 4 (GA4): uses GA4 event-based tracking and imports conversions into Google Ads;
CRM or Offline Import: tracks leads or sales happening outside the website.

Using UTM Tags, GA4 Events and Attribution Models

Knowing where your conversions actually come from means connecting the dots between clicks and customers using UTM tags, GA4 events, and attribution models.

1. UTM Tags

UTM tags are small text snippets added to the end of a URL.
They tell analytics tools exactly where a visitor came from and which campaign brought them.

https://yourstore.com/?utm_source=google&utm_medium=cpc&utm_campaign=summer_sale

You can build tagged links easily with Google's Campaign URL Builder.

2. GA4 Events

Every user action (like a page view, click, or purchase) is an event in Google Analytics 4 (GA4).
GA4 automatically collects basic events such as:

first_visit;
page_view;
session_start.

But you can (and should) add custom events to match business goals.

Example: E-commerce Events

An online store might track:

add_to_cart;
remove_from_cart;
select_promotion;
purchase.

Each event can include parameters like item name, color, or price.
These help you analyze shopping behavior and product performance.

3. Creating Custom Events and Dimensions

If an action isn't in Google's recommended list, you can create your own custom event. Steps:

Create the event in GA4 or through Google Tag Manager (GTM);
Go to Admin → Custom definitions → Create custom dimension;
Use the same name as your event parameter (for example, button_click);
Choose the scope:
- Event scope: one-time actions (like a button click);
- User scope: traits of the visitor (like region or device);
- Item scope: product data (like color or size).

For custom metrics, follow the same process, but they always use event scope.

4. Attribution

Attribution defines how credit for a conversion is distributed across multiple touchpoints in a customer journey.

When and How to Scale Campaigns

Ready to scale when:

ROAS or CPA is consistent for at least 2–4 weeks;
You generate 15–30 conversions per week per ad set;
Wasted spend from irrelevant clicks is minimal;
Landing pages convert well on both desktop and mobile;
Tracking is reliable, with no missing data or events.

Three Ways to Scale Campaigns

Vertical Scaling: increase the budget on winning campaigns;
Horizontal Scaling: launch new campaigns or target new audiences;
Creative Scaling: introduce new ad creatives regularly.

Using Scripts and Rules to Automate Campaign Management

Google Ads provides two key automation tools: Rules and Scripts, that help marketers save time, reduce errors, and manage large-scale accounts without losing control.

1. Rules

Rules are Google Ads' built-in automation system.

Examples of useful rules:

Pause ads with a CTR under 2% after 500 impressions;
Send an email alert when daily spend exceeds a set limit;
Automatically enable holiday campaigns on a specific date;
Reduce bids by 20% if CPA stays above target for a week;
Pause keywords with no conversions after 200 clicks.

2. Scripts

Scripts are small pieces of JavaScript that unlock more advanced automation.
They can perform complex logic, cross-account operations, and data integrations that go far beyond simple rules.

1. What does a conversion in Google Ads represent?

2. Which UTM parameter identifies where the traffic comes from?

3. What's the first signal that a campaign is ready to scale?

What does a conversion in Google Ads represent?

Select the correct answer

A measurable action taken by a user that supports a campaign objective

An interaction where someone selects an ad but takes no further steps

A visit to one of the main website pages without any follow-up

The total number of times an ad appears during a campaign

Which UTM parameter identifies where the traffic comes from?

Select the correct answer

utm_campaign

utm_medium

utm_source

utm_term

What's the first signal that a campaign is ready to scale?

Select the correct answer

An increase in impressions

Consistent performance in ROAS or CPA

Low budget but high conversions

New ad format availability

Все було зрозуміло?

Як ми можемо покращити це?

Дякуємо за ваш відгук!

Секція 3. Розділ 5