Step 3

Conversion Tracking

Using Google Analytics, you can easily set up goals to track the performance of both your website and your ad campaigns. 

What Is Conversion Tracking?

Conversion tracking allows you to track actions on your website so you can record how your website or Google Ads are driving value to your organisation. Accurately measuring the meaningful activity on your website can provide valuable insights to your organisation.

For example there is a big difference between knowing that your Google Ads sent 500 people to your website last month vs. your ‘adopt an animal’ ad campaign resulted in £2,500 worth of donations last month.  

The benefit of digital conversion tracking is that you can trace all interactions with your website to determine what is helping your organisation reach its goals. For the above example, you would know to focus on expanding your reach for your ‘adopt an animal’ ad campaign, as users which clicked on one of these ads donated to your cause. 

In terms of why this is relevant for the Ad Grants, Google wants to provide a good experience to its users (people searching on Google) by providing highly relevant ads. If you have no conversion tracking set up, Google cannot measure whether the user which clicked on your ad found the information they were looking for. That means that Google doesn’t know whether or not the ad was relevant, and so may choose to prioritise more relevant ads.

The opposite is also true and extremely powerful, in that, if Google knows what your Organisation goals are (ie. increasing animal shelter donations), it can experiment with different versions of your ads, using machine learning, to find the ones that lead to the highest number of donations. It can then prioritise your best performing ads so you receive more conversions for your organisation. 

In short, conversion tracking is really important and the best part is it is relatively easy to set up – read on to find out how!

Interested in website analytics?

Frequently Asked Questions

Some of the common queries and issues charities have when setting up conversion tracking.

What Are Some Examples Of Common Goals?

Some common goals for nonprofit organisations include:

  • Contact form submissions
  • Volunteer form submissions
  • Successful donations
  • Scheduled appointments
  • Online purchases
  • Ticket sales
  • Petitions signed
  • Calls to your organisation
  • Youtube video views
  • Brochure/ebook downloads
  • Mailing list subscriptions
  • Job application submissions

With that in mind there are many different possibilities which will depend upon your organisations individual goals.The Google Analytics interface is very flexible when it comes to conversion tracking, particularly when using event tracking and custom data layers.

For more advanced tracking we would recommend talking to your website developer and/or installing Google Tag Manager. We can also provide more advanced conversion tracking and data reporting as part of our paid plans.

How Many Google Analytics Goals Should I Create?

You should create as many goals as you can provided they:

  • Drive meaningful value to your organisation
  • Conversions can be measured

That said, you should always focus on the most important goals as not all conversions provide equal value to your organisation. If you are tight on time, then it is absolutely fine to just have one goal – provided it meets the conditions above. 

When it comes to limit, you can create up to 20 goals per view, which should be more than enough for almost all nonprofit organisations. If you need more you can always create another view (which will give you access to another 20 goals). Just remember to import the new view into your Google Ads account to ensure you can measure the performance of new goals. 

Should I Attribute A Value To My Goals?

Attributing values to your goals provides a good way of quantifying the value your ad campaigns provide your organisation, especially since not all conversions provide equal value. 

Ideally it’s better to set up accurate tracking which takes the precise value of the conversion into account (ie. donation value). However, where this is not possible, by approximating a goal value to each conversion, you can get a much clearer picture of how your ads are delivering value.

If you cannot record the individual value of each donation, you can use the average donation amount as a substitute. Almost all conversions can be attributed a monetary value and by comparing their monetary value you might be able to better identify potential opportunities.

For example, you may have 50 mailing list signups, 3 volunteer signups and 5 donations from an ad campaign.  If you can approximate the value of each conversion to your organsiation you can uncover the ad campaigns which are delivering the most value and focus on those. If we assume:

  • 50 mailing list signups
    • Average donation per user per mailing list campaign = £2
    • Average mailing list campaigns per year =  2
    • Average number of years subscribed = 5
    • Total value of 1 mailing list sign up = (£2 x 2 x 5) = £20
    • Total value of 50 mailing list sign ups = £1000
  • 3 volunteer signups
    • Average hourly rate (value) = £8
    • Average hours volunteered per volunteer per year = 50
    • Average years volunteered = 5
    • Total value of 1 volunteer sign up = (£8 x 50 x 5) = £2000
    • Total value of 3 volunteer sign ups = £6000
  • 5 donations
    • Average donation value = £10
    • Average donations per year per donor = 2
    • Average number of years donated = 5
    • Total value of 1 donation = (£10 x 2 x 5) = £100
    • Total value of 5 donations = £500

As you can see from the above example attributing values to goals can provide a very different picture as to which conversions deliver the most value. 

Where Can I Find More Information About Google Analytics Goals?
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