When a customer performs an action on your website that you have identified as valuable, it is known as a conversion. Conversions can include phone calls, content downloads, form filling, transactions, etc. You can create as many "conversions" in Google Ads as you think your business needs. But how do you target each conversion type to each campaign? One way is to use conversion action sets.

In this post, I will explain why you should use conversion tracking and how you can use Google's conversion action sets to better optimize your campaigns.

Why should you use conversion tracking?

When running a digital campaign, you always want to implement conversion tracking to better understand your ROI and ultimately inform your future budgeting and strategy. When conversion tracking is implemented, you can see which keywords, ads, and campaigns are driving these conversions. This allows you to optimize your bids, ad text, and keywords accordingly, which will improve your ROI over time.

What are conversion action sets?

When your website visitor submits a form, it is a conversion. If you download content, it is a conversion. But do these conversion actions correspond to your company? Of course not.

When you create conversions and use them at the account level, all campaign conversions are considered the same or the same. For example, if your campaign ended the month with a total of 30 conversions but due to various conversion actions – buying, filling out forms, making a phone call – it looks like you have a successful campaign. But if you look at the outbreak of the conversion action, it could be:

  • 5 purchases
  • 15 form fills
  • 10 calls

If your main goal is salesThe campaign was not going as well as it initially seemed.

If smart bids are implemented in a campaign, it will be optimized everything Conversion types and not your primary sales goal.

When should you use conversion action sets?

Conversion action sets allow you to group your primary conversion actions across multiple accounts or at the campaign level, not the account level.

If you implement conversion action sets by specifying which conversions to use for each campaign, those actions are the only ones reported in the conversion column for each campaign. In this way, each campaign can also be optimized for its respective conversion campaigns.

You would probably use this type of conversion grouping if you have multiple conversion actions in your account (rather than secondary conversions) but only want to optimize for your primary goal for each campaign.

How to create conversion action sets

To create a conversion action set, go to the Conversions section under Settings. From here there is a tab labeled "Conversion Action Records" on which you can create your sentence. Here you can choose which actions you want to group and use within a campaign or other account. Please note that you need at least two conversion actions to create a conversion action set.

Setup of the conversion action set

After your conversion action set is created, you’ll need to navigate to the settings of the campaign or account in which you’d like to implement it. Under "Additional settings" expand the conversion area and select the option "Select conversion actions for this campaign". From here, select the action set you want to attach to the campaign or account.

Select the conversion action set in Google ads

Final thoughts

In summary, the best time to use conversion action sets is that you have multiple conversions in your account, but you want to focus on your primary goal (at least 2 actions) for specific campaigns. The advantages are clearly outlined by Google:

  • In the "Conversions" column, specify the conversion actions that you want to optimize for using smart bidding models for a campaign or group of campaigns
  • Group conversions are designed to control the same actions across multiple campaigns
  • Improve performance by allowing bidding models to learn across a larger set of conversion actions, as it is always recommended to use the same set across campaigns or, if possible, to use the In Conversions setting at the account level.
  • Perform certain conversion actions in a campaign (or group of campaigns) without splitting those campaigns into separate accounts.

Google – conversion action sets


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