Track transaction-specific conversion values
When you track customer actions that might have different values each time they occur, such as purchases of items with different prices, you can provide transaction-specific values for each conversion. This helps you have a more accurate sense of your return on investment (ROI).
When setting up a new website or in-app conversion action, you can assign the same conversion value to all conversions (sometimes referred to as "static" values), or different values to reflect transaction-specific (or "dynamic") values. The following information only applies to transaction-specific values.
In the sections below, we'll show you how to edit your conversion tracking tag to support transaction-specific values for your website technology or mobile app platform.
Before you begin
Here's what you'll need before you can set up conversion tracking for transaction-specific values on your website:
- An Google Ads account: Don't have one yet? Sign up at https://ads.google.com.
- Google Ads conversion tracking setup: You must have at least one conversion action to track transaction-specific values. If you haven't done so yet, follow the instructions to create a conversion action and get the tag.
- A website: This is where you'll put the conversion tracking code (called a "tag").
- Ability to edit website code: Either you or your or webmaster will need to be able to modify your website.
Instructions
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How to track transaction-specific values on a website
Part 1: Requirements
Here's what you'll need before you can set up conversion tracking for transaction-specific values on your website:
- An AdWords account: Don't have one yet? Sign up at https://adwords.google.com.
- AdWords conversion tracking setup: You must have at least one conversion action to track transaction-specific values. If you haven't done so yet, follow the instructions to create a conversion action and get the tag.
- A website: This is where you'll put the conversion tracking code (called a "tag").
- Ability to edit website code: Either you or your or webmaster will need to be able to modify your website.
Part 2: Set up transaction-specific conversion tracking in your AdWords account
First, you'll need to make sure you selected "The value of this conversion action may vary" during the conversion setup process. If not, or you need to check, follow these steps:
- Sign in to your AdWords account.
- Click the Tools tab, and select Conversions from the drop-down menu.
- Click the name of the conversion action you want to edit.
- Click the Edit conversion settings button.
- Click Value. Select "The value of this conversion action may vary." Provide a backup value to use when one isn't provided. Click Done.
- Click Save.
- Select one of the two options under "Install your tag."
- Save instructions and tag: Select this option if you'll be installing the conversion tracking tag on your website yourself.
- Email instructions and tag: Select this option if someone else, such as your webmaster, will be installing the tag on your website.
- Click Done.
Part 3: Add or modify the tag in your website's code
Next, add or modify the tag in your website's code. No matter which technology you use, make sure the page you put the code snippet on is the one your customer sees after a conversion.
When inserting the tag, you'll place it on the static portion of the page, found within the section. See the sections below for detailed instructions on modifying the conversion tag to support transaction-specific values for specific technologies used to generate your webpages:
Active Server Pages (ASP)
If you'd like to add conversion tracking code to ASP pages using your ASP editor, look to the code below, then remove from your own code the lines that are crossed out, and manually add the areas that are highlighted. If you're tracking button or link clicks as conversions instead of page loads, the changes to your code will be slightly different. See these instructions for tracking clicks as conversions for more information.
...
If your web server supports Server Side Includes (SSI) you can use an #include
statement to insert the conversion tracking code onto your site. After you generate your conversion code snippet, save it to a file on your web server -- we recommend using the filename googleconversion.html
.
Search for the tag and place the
#include
statement with the location of the file directly above it. If the tag is not located within the static portion of the HTML page, add the code snippet so it appears within the body section of the page.
Thank You for Shopping
...
Keep in mind
Be sure that you do not place the #include
statement in the footer or header of the file. This will cause Google to record a conversion every time a customer visits any page on your site.
The #include
statement will be evaluated before the rest of the of the ASP pages so you're able to use an ASP expression as the dynamic value of the conversion.
- Open your conversion confirmation page ASP file. If multiple pages are generated from the same file, find the section in the ASP file that generates your conversion page.
- If your site has a variable conversion value, determine the ASP expression which calculates that value. For example: <%= totalValue %>.
- Choose the "Purchase/Sale" conversion category while going through the conversion tracking setup.
- Enter a default numeric value in the "Conversion value" field, then replace the line
"var google_conversion_value = …"
manually with the following:if (<%= totalValue %) { var google_conversion_value = <%= totalValue %>; }
- (Optional) If you accept different currencies, add a line within the
if
statement to accept currency:var google_conversion_currency = <%= currency %>;
In thenoscript
section of the tag, be sure to add¤cy_code=<%= currency %>
- Copy and save the resulting code snippet.
- Insert the conversion tracking code onto the conversion confirmation page. Make sure that the code appears within a static HTML section, not contained within an ASP code section (delineated by
<%=
and%>
markers). - Insert the conversion tracking code directly into the body of the conversion confirmation page. Search for the