Summary: This page contains more info about the Google Ads tracker and optimizer for Amazon. To activate the feature, please complete the one-time steps (Section 1a and Section 1b) for the settings to work. To actually utilize the feature and looking at the data, it can be fully automated with a one-time setup (Section 2) depending on how you run your campaigns and marketing strategies.
Section 1a. Activating feature inside of Google Ads.
Section 1b. Activating feature inside of Zontracker.
Section 2. Using the feature.
Step 1. First you need to create a purchase conversion inside your Google Ads account. This conversion will store data, sync ads data, and receive your information via Zontracker.
In Tools & Settings, under Measurement -> Conversions, click + to start creating new conversion in Conversion Actions.
Step 2. Select “Import” out of the 4 kinds of conversions -> Choose Other data sources or CRMs -> Track conversions from clicks.
Even though some of the actions are happening on the website, the website data is being re-imported via Zontracker feature.
Step 3. This looks like a lot of steps but BASICALLY you can keep most of the default options.
All of the options on the screenshot above in this stage are flexible. Advanced users can customize in any way. For beginners or initial setup we suggest to select settings as shown above. Submit the settings to create Purchase conversion. You will choose this conversion later inside of Zontracker.
Step 4. Activate Google Ads setting for Auto-Tagging (if it’s not already enabled).
Step 1. Inside of the Zontracker dashboard, connect your Google Ads account.
Option is only visible after payment AND after support manually unhides the feature. During Zontracker onboarding, all the other steps can be skipped if you only need the Google feature. Other steps are for Facebook.
Google connection can be established via the onboarding setup or in the Google Ads tab in the navigation menu.
Step 2. Approve Google Ads access to Zontracker. Click “Allow” for the two different permission popups.
Step 3. In the navigation menu, go to the Settings tab -> Inside this page should be a new Google Ads sub-tab.
Choose the correct Google Ads account and the conversion action that you created earlier inside of Google Ads. This is the Conversion action that will receive purchase data and show in your Google Ads column. Save the page.
Step 1. In the Sheet upload tab, enter the URL of your Google Sheet and click “Start import”. It will be automatically checked multiple times every day.
The Google Sheet should have “Anyone” share access.
Step 2. Setup an automation for your Google Sheet to receive data from your data source. There are many ways to do this such as landing page data to Google Sheet via Zapier, etc.
Any time a row has data in the “gclid” column, the data will be sent back to Google Ads for reporting and optimization.
Depending on your integration of how you are getting data into Google Sheets, the best-practice is to store gclid data in a separate column (such as “gclidtemp”) but you transfer the gclid data into the actual “gclid” column only when a certain event occurs to indicate that an Amazon purchase has happened (presence of data inside “Order ID” column). The “gclid” is a unique ID Google Ads attaches to the ad that you can see in the URL of your landing page, you just need the long number after the &gclid= parameter.
After the settings have been activated and automation setup, you don’t need to touch the setup in any way other than running and experimenting with your Google Ads.
FINAL steps: Set your columns in Google Ads manager to see Conversions column and conversion value (left image). In the settings, change the bidding and conversion options to be able to optimize campaigns for your Amazon purchase conversion action (right image).
Read the above section 2 to see how the Google Ads feature worked originally since some of those steps are still relevant. The step was simplified with an extra option described in the video here: https://youtu.be/gwqF4jZjam8
Rather than using the same spreadsheet to match up GCLID and Order ID for the same email, it can now be done through two separate sheets/tabs.
Here is the template sheet. Make a copy to save for yourself.
Leads – collect all potential Amazon customers
Orders – collect all confirmed Amazon customers
The leads and orders can be in different sheets or different tabs within the same sheet. Either way, each one will have a different URL.