Objective: You will learn how to:

The advanced conversion tracking option enables you to define a value for each transaction. If the value of each transaction (conversion) does not change (that is, it is static), use the Value field, which accepts integer values. For example, if you are tracking signups for a newsletter on your site, and you have determined that signups are worth £25 to your company, you would enter '25' into this field. Entering a value for the conversion into the advanced field will allow AdWords to calculate the ROI associated with that transaction. Using the value of the transaction and the cost data, AdWords can get an accurate per conversion.

You will often place conversion tracking code on a page that summarises for your users the total cost of their purchase. Since the value of each customer's transaction is different, the webpage uses what is called a dynamic variable. A dynamic variable is a value that changes based on automated calculations, and is part of the code on the page.

Verifying that you correctly added the conversion tracking code to your website is as simple as viewing your conversion page in any web browser. If you can see the Google Site Stats link, then the code has been correctly placed and you are now tracking conversions. However, there are some common errors that could provide irregular results for your conversion tracking statistics. Placing your conversion tracking code on the landing page of your ad, for example, would result in a 100% conversion rate. Similarly, if you run a report for your advanced transaction labels and do not receive the correct value for your transactions - or you are returned the correct value but the transaction type is incorrect - check to make sure that you have copied the conversion tracking code correctly and completely from within your account.