Conversion Tracking
Conversion tracking records the valuable actions people take after clicking an ad or visiting a page.
In detail
Without it, bidding automation has no target and reporting measures traffic instead of outcomes.
Track meaningful actions with realistic values, avoid double counting the same event, and respect consent requirements.
Example
Tracking submitted quote requests with an estimated value instead of counting page views.
Why it matters
Everything downstream — CPA, ROAS, bidding, budget decisions — depends on it being right.
Common mistakes
- Counting every button click as a conversion.
- Duplicate tags inflating results.
Related questions
Related articles
- Google Ads: 10 Common Mistakes That Waste Your Budget
The recurring reasons paid search budgets disappear without results — and the fix for each one.
Related guides
- The Complete Google Ads & SEA GuideGuide
Paid search from first principles: account structure, keywords and match types, ads, landing pages, bidding, tracking and profitability.
Related terms
- CPA
CPA (cost per acquisition) is what you pay, on average, for one conversion.
- ROAS
ROAS (return on ad spend) is the revenue generated per unit of advertising spend.
- Conversion Rate
Conversion rate is the share of visits or clicks that complete the action you care about.
- Performance Max
Performance Max is a Google Ads campaign type that automatically distributes ads across Google's channels using supplied assets and goals.
Related questions
- How much should I spend on Google Ads?
Work backwards from value, not from a benchmark. If you know what a customer is worth and roughly how many clicks it takes to win one, you know the most you can afford per click.
- How does Google Ads work?
You create campaigns targeting keywords, audiences or product feeds, and set a budget and bidding strategy. When someone searches, Google runs an auction.