Key Points Discussed:

1. **Definition of Conversions and Key Events**:

  - Historically, conversions were straightforward leads, typically tracked when someone filled out a form on a website.

  - Now, Google refers to them as events or key events, emphasizing the importance of tracking user interactions before and after a lead is registered. This includes actions like scrolling, clicking buttons, or visiting specific links, which can indicate user interest in your service.

2. **Value of Key Events**:

  - Not every click results in a lead, but user behavior can indicate engagement.

  - For instance, a user who reads all the content and spends time on the site is more engaged than one who leaves immediately.

  - Assigning values to these events can help measure engagement. For example, low-value events like scrolling or clicking might be valued at £1.

3. **Lead Generation Events**:

  - In the context of lead generation for brokers and advisers, the primary key event is capturing the lead, which holds a higher value, approximately £50.

  - This differentiation helps prioritize actions that contribute directly to generating leads.

4. **Tracking Offline Events**:

  - For clients who prioritize quality over quantity, it’s essential to report the outcomes of leads back to Google Ads.

  - A traffic light system (red, amber, green) can be used to indicate lead quality, providing valuable feedback on which clicks lead to business, which have potential, and which are dead ends.

5. **Methods for Tracking Key Events**:

  - There are multiple ways to track conversions, but using the Google tag is Google Ads’ preferred method.

  - Even if you’re already using Google Analytics, integrating the GTag method ensures comprehensive data collection.

  - Creating offline conversions involves using automation tools like Airtable and Make.com, particularly useful for managing multiple accounts and clients.

  - For simpler setups, a Google Spreadsheet can suffice, and adding precise processing and advice fees can refine the value tracking.

By understanding and implementing these strategies, you can enhance your Google Ads campaigns, better track user engagement, and ultimately improve your return on investment.

Brought to you from the team at The Lead Engine who specialise in lead generation, web design and content marketing for financial services.

Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.