Although tracking results can still be beneficial, ultimately, a company should always make an effort to drive leads that convert into sales.

Tracking real conversions in an all-inclusive PPC reporting template can help businesses better understand their return on investment (ROI) and return on ad spend (ROAS), and allocate their marketing budget strategically through informed decisions.

Advertisers must measure conversions through a full-funnel strategy to track the quality of the newly collected leads. Google allows advertisers to master the sales funnel using its conversion tracking tool.

Conversions are not necessarily purchases. Instead, any time a visitor responds to a call to action and completes the desired goal, they have converted while becoming identified prospects in the process. It can be online newsletter sign-ups, calls with sales reps, or app downloads; it’s up to the marketing manager to define what actions should be considered conversions and create conversion actions on their Google Ads account.

For example, you can track each booked call as a conversion to assess the effectiveness of your lead form campaign. Generally, companies run advertising cross-channel campaigns (i.e., on Facebook, YouTube, Google Search, LinkedIn), so it becomes critical to understand which channel drives the most conversions.

The best way to measure where the conversion came from is to “push” first-party data from your CRM to Google. In other words, you can download this data from the CRM segment of people who booked a 30-minute introductory call. Then, import it on Google to match it with the leads coming from the lead form campaign.

This process can be done manually or automatically by integrating the CRM with Google’s conversion tracking tool. Check out this step-by-step guide on setting up your Google conversions tool.

Once advertisers have set up conversion tracking, they can sufficiently draw an image of which advertising efforts drive the best results.