How to Calculate Unsubscribe rate in Google Ads

7 minute read

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If you're running a digital marketing campaign, measuring your unsubscribe rate is crucial to ensure the effectiveness of your Google Ads strategy. In this article, we will explain how to calculate unsubscribe rate in Google Ads, the factors that affect it, and strategies to reduce it.

Understanding Unsubscribe Rate in Google Ads

Unsubscribe rate is the percentage of users who opt-out or unsubscribe from your email list or stop seeing your ads after engaging with them. This can happen for various reasons, such as irrelevant content, poor user experience, or too frequent messaging. It is essential to understand what factors contribute to the unsubscribe rate to ensure that your Google Ads campaign is effective.

Importance of Monitoring Unsubscribe Rate

Keeping tabs on your unsubscribe rate can help assess the effectiveness of your Google Ads campaign. A high unsubscribe rate indicates that something is disengaging your audience, and changes must be made to the campaign. It is also essential to maintain a healthy email list and reduce the risk of spam complaints or account suspension.

One way to reduce the unsubscribe rate is to ensure that your email or ad content is relevant and personalized. You can use data and insights to understand your audience's preferences and tailor your messaging accordingly. Additionally, it is crucial to maintain a consistent frequency of messaging that does not overwhelm or annoy your audience.

Factors Affecting Unsubscribe Rate

The unsubscribe rate can be influenced by several factors, such as the frequency of email or ad sends, the quality of the content, or the relevance and targeting of the ad. Additionally, the user experience on the landing page can play a crucial role in the decision to opt-out or not.

For instance, if your ad promises one thing, but the landing page delivers something entirely different, it can lead to confusion and frustration among users, causing them to opt-out. Therefore, it is essential to ensure that your landing page is consistent with your ad messaging and provides a seamless user experience.

Another factor that can affect the unsubscribe rate is the quality of your content. If your content is dull, uninteresting, or irrelevant, users are more likely to opt-out. Therefore, it is crucial to create engaging and informative content that resonates with your audience.

Finally, the targeting of your ad can also affect the unsubscribe rate. If your ad is not targeted correctly, it may reach users who are not interested in your product or service, leading them to opt-out. Therefore, it is essential to use targeting options provided by Google Ads to reach the right audience.

In conclusion, understanding and monitoring the unsubscribe rate is crucial to the success of your Google Ads campaign. By identifying the factors that contribute to the unsubscribe rate and making changes accordingly, you can reduce the unsubscribe rate and maintain a healthy email list.

Setting Up Conversion Tracking for Unsubscribes

Creating a Conversion Action for Unsubscribes

As a marketer, it's important to keep track of your unsubscribe rate to understand how your audience is engaging with your ads. The first step in tracking your unsubscribe rate is to create a conversion action in Google Ads. This process is quick and easy.

To create a conversion action, start by logging into your Google Ads account. Once you're logged in, select 'Tools & Settings' from the menu bar at the top of the page, and then click on 'Conversions'.

From there, click on the blue plus sign to create a new conversion action. Select 'Website' as the conversion source, and name your conversion action accordingly. For this specific conversion action, select 'Unsubscribe' as the conversion action. This will allow you to track users who have unsubscribed or stopped engaging with your ads.

Implementing Conversion Tracking Code

Now that you've created your conversion action, it's time to implement the conversion tracking code. This code is what allows Google Ads to track users who have unsubscribed or stopped engaging with your ads.

To get the conversion tracking code, click on the name of the conversion action you just created. From there, click on 'Tag setup' and select 'Install the tag yourself'.

Copy the conversion-tracking code provided by Google Ads. Once you've copied the code, paste it into the footer section of your landing page's code. This will ensure that the code is present on every page of your website, allowing you to track users who have unsubscribed or stopped engaging with your ads, no matter where they are on your site.

It's important to note that the conversion tracking code should be placed in the footer section of your website's code. This ensures that the code is loaded after the rest of your website's content, which can help improve website load times and user experience.

By implementing conversion tracking for unsubscribes, you'll be able to gain valuable insights into how your audience is engaging with your ads. This information can help you make more informed decisions about your marketing strategy and ultimately improve your ad performance.

Analyzing Unsubscribe Rate Data

Accessing Unsubscribe Rate Metrics in Google Ads

Now that conversion tracking is set up, you can access your unsubscribe rate metrics in Google Ads. In the 'Campaigns' tab, select 'Columns' and then 'Modify Columns'. Add 'Unsubscribe Rate' under 'Performance' metrics and 'Conversions' under 'Conversion' metrics.

Interpreting Unsubscribe Rate Trends

Once you have the data, analyze it to identify trends and patterns. Identify any changes in unsubscribe rate and correlate them with changes made in your ad campaign.

Strategies to Reduce Unsubscribe Rate

Improving Ad Relevance and Targeting

Ensure your ad copy and landing page match the users' search intent and target audience. Use relevant and specific keywords to attract high-intent leads and filter out unwanted clicks.

Enhancing User Experience on Landing Pages

Improve the user experience by optimizing the landing pages for usability and relevance. Ensure that the page design, content, and messaging are in line with the ad and resonate with the user's needs.

Crafting Compelling Ad Copy and Offers

Create ad copy and offers that are benefit-driven and solve the user’s pain points. Use compelling calls-to-action to make it easy for users to convert and stay engaged with your ads.

Monitoring and Adjusting Your Google Ads Campaign

Regularly Reviewing Unsubscribe Rate Metrics

Check your unsubscribe rate metrics regularly to identify negative trends to take proactive measures to address the issues.

A/B Testing Ad Variations and Landing Pages

Test different ad variations and landing pages to determine which variations perform best. Analyze the performance metrics and use the insights to make more informed decisions.

Adapting Your Strategy Based on Performance Insights

Use the insights gained from your analysis to adjust your Google Ads campaign accordingly. Invest in high-performing ads and optimize low-performing ads to improve the overall campaign performance.


Tracking unsubscribe rate is essential for any Google Ads campaign. By using the conversion tracking feature, analyzing unsubscribe rate metrics, and implementing the strategies mentioned above, you can optimize your campaign and improve your overall performance in Google Ads.

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