Google Ads cross-account conversion tracking explained

Cross-Account Conversion Tracking

If you manage multiple Google Ads accounts, you now have the ability to track conversions across all of them. With cross-account conversion tracking, you can use a single conversion code snippet, also known as a “tag,” to monitor conversions in hundreds of accounts simultaneously.

To take advantage of this feature, it is recommended to have or create a Google Ads manager account (MCC). This account will enable you to create conversion actions that can be utilized across all your accounts.

Advantages

Cross-account conversion tracking offers numerous benefits for individuals and businesses managing multiple Google Ads accounts. Here are some key advantages:

1. Streamlined code snippets and reports

   Instead of dealing with multiple conversion tracking tags, you can create a single tag that works across all your accounts. This simplifies implementation and reporting processes.

2. Enhanced and consolidated reports

   Cross-account Attribution reports provide comprehensive insights by consolidating data from all accounts utilizing this feature. You can analyze how users interact with your keywords across all accounts before converting. When using cross-account conversion tracking, make use of the Attribution reports within the manager account (MCC).

3. Minimized miscounts

   With fewer tags on your website, the chances of unintentionally counting the same conversion multiple times are reduced. This helps ensure accurate tracking and reporting of conversions.

4. Improved website performance

   By reducing the number of tags on your site, you can minimize the HTML load and enhance the speed of your website. This translates to faster page load times for your customers, improving their browsing experience.

How it works

The process of setting up cross-account conversion tracking involves four steps:

1. Create a cross-account conversion action in your manager account

   Similar to setting up any other type of conversion action, you need to create a cross-account conversion action in your manager account. This action serves as the foundation for tracking conversions across multiple accounts.

2. Add the new conversion tracking tag to your website’s conversion pages

   If necessary, include the new conversion tracking tag on the relevant conversion pages of your website. It is advisable to retain the old tag on your site temporarily to ensure that no conversions are lost during the transition period.

3. Select the accounts for cross-account conversion tracking

   Choose the specific accounts for which you want to enable cross-account conversion tracking. This allows you to precisely monitor conversions across those selected accounts.

4. Remove the old conversion tracking tag after the designated conversion window

   Once the designated conversion window has elapsed, remove the old conversion tracking tag from your website. This step ensures a smooth transition to the new cross-account conversion tracking setup.

Differences between account-specific and cross-account conversion actions

If your client accounts already have existing conversions, you can discontinue the use of account-specific conversion actions and switch to cross-account conversion actions. Here are the contrasting characteristics of the two approaches:

Account-Specific Conversion Actions

• Used for individual accounts.
• Each account has its own unique conversion tracking setup.
• Offers independent tracking and optimization based on account-specific goals.

Cross-Account Conversion Actions

• Utilized across multiple accounts.
• Enables centralized tracking and reporting of conversions.
• Provides a unified approach to tracking conversions based on shared goals across accounts.

Impact on Your Accounts

When it comes to conversion tracking in Google Ads, you have the option to use either account-specific conversions or cross-account conversions. However, it’s important to note that an account cannot utilize both simultaneously.

If you manage a client account’s conversion actions within your manager account, the client account will no longer be able to use its own account-specific conversion actions.

Existing conversion statistics will remain intact, and if cross-account conversion actions are disabled in the future, account-specific conversion actions can be reinstated.

Structuring Your Accounts

If you have multiple manager accounts, it is crucial to carefully consider which one you should use to manage conversions for your business. Here are some potential structures that you might find beneficial:

1. Separate agencies for search and display advertising

   If you work with distinct agencies for your search and display advertising, it is advisable to set up cross-account conversion tracking within a manager account that encompasses all your accounts. This allows each agency to access and utilize the conversion data relevant to their respective advertising efforts.

2. Multiple product lines leading to the same conversion

   If you have different product lines that ultimately lead to the same conversion, you might want to establish conversion tracking within a manager account responsible for managing all the accounts associated with those product lines. This centralizes the conversion data and simplifies tracking and optimization.

3. Multiple product lines leading to different conversions

   In this scenario, you need to decide whether to set up separate conversion tracking for each product line or create one primary manager account that encompasses all the product lines. The choice depends on the level of segmentation and reporting granularity you require for each product line’s conversion data.

Careful consideration of these account structures will help you effectively manage your conversions and streamline the tracking process across your Google Ads accounts.

How To Set Up Cross-Account Conversion Tracking

To utilize cross-account conversions, you must have multiple Google Ads accounts and a manager account linked to those accounts. If you haven’t configured conversion tracking before, follow the steps below:

Step 1: Create Cross-Account Conversions in the Manager Account

1. Access your manager account and sign in.
2. Follow these instructions to create cross-account conversion actions. Choose the appropriate conversion source that aligns with the type of conversion action you wish to track.

Step 2: Select Accounts for Conversion Action Sharing

After creating cross-account conversion actions and implementing the necessary conversion tracking tags on your website, you can enable your managed accounts to utilize these conversion actions. Consider the following:

1. Ensure tags are added to your website:

   Before making any changes to conversion accounts, confirm that you have successfully added the required tags to your website. Failure to do so will result in conversions not being properly recorded.

2. Verify cross-account conversion actions:

   To validate the functionality of cross-account conversion actions, choose one or more managed accounts to utilize the cross-account conversion actions from your manager account. It is essential to ensure that at least one conversion is recorded in a managed account to confirm accurate tracking.

3. Set up conversion action sharing:

   To share conversion actions across your managed accounts, establish sharing settings within your manager account. Note that conversion actions cannot be directly shared between managed accounts.

Steps below to share cross-account conversion actions with your managed accounts

1. Sign in to your Google Ads manager account.
2. Click on the “Accounts” tab.
3. From the left-hand side menu, select “Settings,” and then click on “Sub-account settings” at the top. This will display a complete list of your managed accounts.
4. Select the accounts that will share conversion actions by checking the box next to their names.
5. Click “Edit” in the blue bar and select “Change conversion and audience accounts“.
6. Select “Conversions” from the “Account” dropdown, then select “(this manager)” from the “Change to” dropdown.
7. Click “Apply.“