Overview

Follow this guide to learn how to analyze conversion data in Google Ads both before and after implementing Elevar to see the impact of implementing Elevar!

What are Conversion Actions?

A conversion action is a specific customer activity that you have identified as valuable to your business, such as completing an online purchase or making a phone call. Tracking these actions helps you understand how effectively your ads drive valuable outcomes. You can also set up multiple conversion actions for the same type of activity. For instance, if you want to track both newsletter signups and lead form submissions on your website, you can create separate conversion actions for each.

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Update: Performing Split Tests for Server-Side vs. Client-Side Google Ads

Please note that the previous method of performing split tests on Google Ads server-side versus client-side is no longer recommended.

This was originally part of our setup where the Google Ads integration was configured as a secondary conversion action during the Beta phase. However, we no longer to follow that approach. Our integration is now enabled as the primary conversion action from the start.

However, you can follow this guide to learn how to analyze the before and after results for integrating Google Ads!

How to Access Conversion Actions in Google Ads

Access Conversion Goals:

• Begin on the Google Ads homepage and use the left-hand navigation menu to click on the "Goals" tab.
• Once in the Goals settings, an additional left-hand navigation menu will appear. Locate and click on the "Conversions" tab. Use the drop-down menu and click on the "Summary" tab.
• Once in the Conversion summary section of your Google Ads, locate and click on the "View all conversion actions" button located in the upper-right hand corner of the page.
  • (See Figure 1)

Figure 1

How to View Conversion Data Prior to Going Live With Elevar

Select Data Range for Analysis:

• Once in the Conversion Actions section of your Google Ads account, locate and click on the date range in the upper right-hand corner of the page.
  • A calendar selection window will appear, locate and select a single date on the calendar. Ensure that you select a date that is prior to going live with Elevar.
  • Once you have selected a date to analyze, click on the "Apply" button in the lower right-hand corner of the calendar window.
    • (See Figure 2)

_Figure 2_

Add Filter:

• Once you have selected a data range for analysis, locate and click on the "Add filter" button.
  • Use the search function to locate and click on the "Action Optimization" tab.
  • An additional window will appear titled "Action Optimization", click on the "Primary" button. Then click on the "Apply" button located in the bottom right-hand corner of the window
    • (See Figure 3)

_Figure 3_

View Data Results:

• Once you have selected a date, you will be able to see conversion data prior to going live with Elevar.
  • (See Figure 4)

_Figure 4_

How to View Conversion Data After Going Live With Elevar

Select Data Range for Analysis:

• Once in the Conversion Actions section of your Google Ads account, locate and click on the date range in the upper right-hand corner of the page.
  • A calendar selection window will appear, locate and select a single date on the calendar. Ensure that you select a date that is after you have gone live with Elevar.
  • Once you have selected a date to analyze, click on the "Apply" button in the lower right-hand corner of the calendar window.

Add Filter:

• Once you have selected a data range for analysis, locate and click on the "Add filter" button.
  • Use the search function to locate and click on the "Action Optimization" tab.
  • An additional window will appear titled "Action Optimization", click on the "Primary" button. Then click on the "Apply" button located in the bottom right-hand corner of the window
    • (See Figure 5)

_Figure 5_

View Data Results:

• Once you have selected a date, you will be able to see conversion data after going live with Elevar.
  • (See Figure 6)

_Figure 6_

Comparing Conversions and Analyzing Results

Once you have accessed the conversion data from before and after going live with Elevar, you can compare these datasets to evaluate the impact of Elevar on your advertising performance.

Compare Key Metrics:

• Conversion Rates: Examine any changes in conversion rates between the two periods. A higher conversion rate post-Elevar could indicate improved tracking accuracy or campaign effectiveness. Additionally, you can look at the total number of conversions as an increase may suggest that Elevar's enhancements are driving more successful outcomes.
• Cost Per Conversion: Assess any changes in your cost per conversion. If Elevar is optimizing your ad spend more efficiently, you should see a decrease in this metric.

Analyze Trends and Patterns:

• Seasonal Variations: Consider any seasonal effects or trends that might impact conversion rates. Comparing data from similar periods helps control for these variables.
• Conversion Attribution: Review how conversions are attributed before and after Elevar. Changes in attribution could provide insights into how Elevar influences your customer journey.