Start Tracking your Google Adwords campaigns

Before you can start to track your other non-Google PPC campaigns, set up tracking for your google listings. Log into your Google AdWords account and click on the "Conversion Tracking" link from your accounts "campaign Management" tab. Follow these steps:



I recommend: 
1: Choose an appropriate type of conversion that you wish to track.  Not sure? choose OTHER.
2: Customize the options available to format the “Google Site Stats” Text.
3: Select an appropriate language for your site and select the appropriate security level of your site. Not sure? ask your webmaster.
4 If you wish to assign a value to this conversion, select the “Advanced Option: conversion value” link. This will enable you to enter a specific value OR a variable. If the value is not a constant but changes (ie, shopping cart), you'll need to place the appropriate dynamic variable (such as Total_Cost) into the field in order to track properly. Make sure that the value of the variable will be the total value of the purchase(s) when the page is loaded. If you don't know what dynamic variable to use, contact your webmaster.
5: Your conversion page code should be displayed and can be copied into the appropriate conversion page.

More info:
https://adwords.google.com/support/bin/topic.py?topic=60

Now, add conversion tracking for your non-Google PPC campaigns

Cross-channel conversion tracking is a tool for analyzing and comparing ALL your online advertising efforts in one location.

Instead of tracking conversions for just those using Google.com and the Google Network, this tool tracks conversions and ad effectiveness across other locations where your ad might appear. Cross-channel tracking statistics will appear within your AdWords account on a separate 'Cross-Channel' tab on your Campaign Summary page.

IMPORTANT: FOR CROSS CHANNEL CONVERSION TRACKING TO WORK, YOU MUST MAKE SURE YOU HAVE ADDED THE CONVERSION CODE BY FOLLOWING THE STEPS IN PART 1 ABOVE.



I recommend: 
1: Click “Cross-Channel” tab then “Create another cross channel campaign”.
2: For the channel, select “Other PPC” .
3: Choose an appropriate campaign name and the destination URL.
4: You can either have 1 URL per campaign or, if you have keyword level URL’s, you can set these up here. For a single listing level URL, select the “Give me one URL” option and select “continue”. For multiple keyword level URL’s, select the “give me multiple URL’s, one for each keyword below” option and enter in the associated keywords you will use.
5: The system returns the snippet of code that should be placed on the landing page for this campaign. System also returns the URL you should use as your destination URL.

NOTE:  If you selected a single level URL in step 4 above, take the URL and insert it at the listing level.  If you selected multiple keyword URLs in step 4 above, for each keyword, take the URL and insert it at the keyword level. 

More info:
https://adwords.google.com/support/bin/topic.py?topic=229