How do you track conversions from YouTube Ads?

Tracking conversions from YouTube ads is crucial for understanding the effectiveness of your campaigns and optimizing them for better results. Here's a step-by-step guide on how to track conversions from your YouTube ads:

1. Set Up Google Ads Conversion Tracking
Google Ads provides a robust conversion tracking system that integrates directly with YouTube ads. Here's how to set it up:

Step 1: Create a Conversion Action in Google Ads
Log into Google Ads: Go to your Google Ads account.

Navigate to Tools & Settings: In the top-right corner, click the wrench icon to open the Tools & Settings menu.

Select Conversions: Under the "Measurement" section, click "Conversions."

Create New Conversion Action: Click the blue "+" button to add a new conversion action.

Choose the Type of Conversion:

Website: If you want to track conversions on your website, choose "Website."

App: If you're tracking app conversions, select "App."

Phone Calls: If you want to track phone calls made from ads, choose "Phone calls."

Import: If you want to import conversions from other platforms like CRM systems, select "Import."

For tracking YouTube ad conversions, you'll most likely be tracking Website conversions (e.g., purchases, sign-ups, or form submissions).

Configure the Conversion Action: Follow the prompts to set up the details for your conversion action:

Name: Give your conversion a name (e.g., "YouTube Video View to Purchase").

Value: If applicable, assign a value to each conversion (e.g., $50 for a purchase).

Count: Select whether you want to count "Every" conversion or just "One" per click or view.

Conversion Window: Set the time frame during which a conversion will be counted after a user clicks on or views your ad (default is 30 days).

Category: Choose the appropriate category, like "Purchase/Sale" or "Lead."

Include in 'Conversions': Select "Yes" if you want to include this action in your main conversion tracking.

Save the Conversion Action.

Step 2: Set Up the Google Ads Conversion Tag on Your Website
To track conversions on your website, you'll need to install the Google Ads conversion tracking tag:

Get the Conversion Tag: After creating the conversion action, Google Ads will provide you with a piece of JavaScript code (called the conversion tag).

Install the Tag on Your Website: Place this code on the page that users land on after completing a conversion action (e.g., thank-you page after a purchase or form submission). If you're using platforms like Shopify, WordPress, or Squarespace, they usually have integrations or plugins to make this process easier.

Test the Tag: After installation, use Google Tag Assistant or the "Tag Assistant" feature in Google Ads to check if the tag is firing correctly.

2. Link Your YouTube Channel to Google Ads
To track conversions from YouTube ads more effectively, ensure your YouTube channel is linked to your Google Ads account:

Go to Google Ads Account: Log in to Google Ads.

Click on Tools & Settings: In the top-right corner, click the wrench icon.

Navigate to Linked Accounts: Under "Setup," choose "Linked accounts."

Find YouTube: Select "YouTube" and follow the prompts to link your YouTube channel with your Google Ads account.

3. Use Google Analytics for Additional Tracking
Google Analytics provides a deeper level of conversion tracking, especially for tracking website behavior after users interact with your YouTube ads.

Step 1: Set Up Google Analytics Goals
Log into Google Analytics: Go to your Google Analytics account.

Navigate to Admin: In the lower-left corner, click "Admin."

Under View, Click Goals: Then click "New Goal" to create a goal that matches your desired conversion action.

Choose Goal Type: You can choose different types of goals like "Destination" (for a thank-you page or sign-up page), "Duration," or "Pages/Screens per Session."

Set the Goal Details: Fill out the details for the goal, such as the destination URL (e.g., /thank-you).

Step 2: Set Up UTM Parameters for YouTube Ads
Using UTM parameters is crucial for tracking traffic from YouTube ads in Google Analytics. These parameters allow you to identify which traffic came from your video ads.

Create UTM Parameters: Use the Google Campaign URL Builder to create a custom URL with UTM parameters for your YouTube ads.

Source: Use "youtube" as the source.

Medium: Use "cpc" (cost-per-click) or "video" depending on your campaign.

Campaign: Name the campaign based on your objectives (e.g., "2025-YouTube-Ads").

Example: https://www.yoursite.com/landing-page?utm_source=youtube&utm_medium=cpc&utm_campaign=2025-YouTube-Ads

Add UTM Links to Your YouTube Ad: Use the UTM-tagged URL in your YouTube ad's call-to-action button or in the description.

4. Track Conversions in Google Ads
Once the setup is complete, conversions will start being tracked in Google Ads. To view them:

Go to Campaigns in Google Ads: Log into your Google Ads account.

Select Campaigns or Ad Groups: View the performance of your campaigns or ad groups.

Check Conversion Data: Under the "Columns" dropdown, make sure to add the "Conversions" column to see conversion data for each campaign. You'll also see conversion rates, cost-per-conversion, and total value generated from your ads.

5. Use YouTube Analytics for Video Performance Insights
YouTube also provides valuable insights into how your ads are performing within the platform:

Go to YouTube Studio: Visit your YouTube channel's dashboard.

Select the Video Tab: For the video that is running as part of your ad campaign, check the "Analytics" tab.

Check Key Metrics: You can analyze metrics like views, watch time, and engagement for your YouTube ad. While YouTube does not show direct conversions, it helps track video-specific performance metrics that can give you a broader picture of your campaign's effectiveness.

6. Use Google Tag Manager (Optional)
Google Tag Manager (GTM) is another way to manage your conversion tags and track events from YouTube ads on your website. With GTM, you can track button clicks, form submissions, and other user actions as conversions.