When you are running international Google Ads, Glopal relies on the data from the Google Ads platform for reporting and campaign optimization.
By default, Glopal uses Google Ads native conversion tracking as the primary source:
- If possible, it is best to use your Google Ads conversion action as it probably has already collected a lot of valuable data.
- If not, then, Glopal creates one, especially for the international campaigns. It will be named Purchase (Glopal).
In addition, Glopal imports the GA purchase conversion action into Google Ads for sanity check and comparison. And finally, the GA checkout conversion action is also imported to add extra signals to Google Ads.
In some cases, GA purchase conversion action can be used as the primary source of conversion tracking instead of the Google Ads native one.
However, for more accuracy, whenever possible, Glopal recommends using Google Ads native purchase conversion action.
Note 1: Since Glopal imports GA conversions for comparison, and 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.
Note 2: 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 what the campaigns optimize towards.