When you are running international Google Ads, Glopal simply relies on the data from the Google Ads platform for reporting and campaign optimization.
For simplification and because it works well, Glopal uses Google Analytics (GA) tag along with Google Tag Manager (GTM) for conversion tracking and analytics on localized sites.
And when it comes to ad campaigns, Glopal imports the conversions from GA into Google Ads. That allows Google Ads to use the traffic and conversions data collected by Glopal’s GA tag for campaigns optimization.
To minimize the risk of poor tracking, Glopal also uses Google native tagging by enabling the auto-tagging feature in Google Ads. This lets Google handles all the complex URL parameters, tracks several dimensions automatically, and feeds the ad campaigns with these data in Google Ads.
Finally, Glopal uses 2 conversion actions in Google Ads:
- Transaction: This is the native Purchase event that is recorded by GA and then imported into Google Ads. This conversion action is configured to be included in the Conversions column. This is what the campaigns are optimizing towards.
- Go to checkout: This action is an event tracked by GA and that is triggered every time a checkout is initiated. This conversion action is also imported into Google Ads to give campaigns more data points. It is not included in the Conversions column. But it will be counted in the All conversions column.
Note: In Google Ads, it is important to include in Conversions only the final actions you want to get. While product page views, adds to cart or initiated checkouts are indicators of a visitor’s engagement and progress in the purchase funnel, those are not what you’re looking for. That’s why they can be added as conversion actions to track and provide data points, but they should not be included in the Conversions column.