Conversion tracking is a tool that shows you what happens after a customer clicks on your ads -- whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you've defined as valuable, these customer actions are called conversions.
Why use conversion tracking
See which keywords, ads, ad groups, and campaigns are best at driving valuable customer activity.
Understand your return on investment (ROI) and make better informed decisions about your ad spend.
Use flexible bid strategies (such as target CPA, enhanced CPC, and target ROAS) that automatically optimize your campaigns according to your business goals.
See how many customers may be interacting with your ads on one device or browser and converting on another. You can view cross-device, cross-browser, and other conversion data in your “All conversions” reporting column.
How conversion tracking works
Conversion tracking starts with you creating a conversion action in your AdWords account. A conversion action is a specific customer activity that is valuable to your business. You can use conversion tracking for these sources:
Website actions: Purchases, sign-ups, and other actions that customers complete on your website.
Phone calls: Calls directly from your ads, calls to a phone number on your website, and clicks on a phone number on your mobile website.
App downloads and in-app actions: Downloads of your Android or iOS mobile apps, and purchases or other activity within those apps.
Import: Customer activity that begins online but finishes offline, such as when a customer clicks an ad and submits a contact form online, and later signs a contract in your office.
The conversion tracking process works a little differently for each conversion source, but for each type besides offline conversions, it tends to fall into one of these categories:
You add a conversion tracking tag, or code snippet, to your website or mobile app code. When a customer clicks on your ad from Google Search or selected Google Display Network sites, a temporary cookie is placed on their computer or mobile device. When they complete the action you defined, our system recognizes the cookie (through the code snippet you added), and we record a conversion.
Some kinds of conversion tracking don’t require a tag. For example, to track phone calls from call extensions or call-only ads, you use a Google forwarding number to track when the call came from one of your ads, and to track details like call duration, call start and end time, and caller area code. Also, app downloads from Google Play will automatically be recorded as conversions, and no tracking code is needed.
Counting conversions There are two important conversion tracking metrics: conversions and converted clicks. You can view both metrics in your conversion tracking reports.
For each conversion action, you can choose to count every or one conversion after each click. The "Conversions" column of your reports will display conversions within your chosen conversion window, according to your selected counting method. The "Every" setting is useful for counting every instance of sales, while "One" is used to count only one conversion when the same person generates multiple leads (Example: one person fills out 2 different forms requesting to be contacted about different services you offer.)