Conversion Tracking

A conversion is a specific action which your customer takes which is valuable to your business.

You can use conversion tracking to track the following kinds of actions:

  • Website actions (enquiry submits or clicks on downloads)
  • Purchases via your e-commerce shop
  • Sign-up to events

Advantages of using conversion tracking

As an advertiser, you can see which keywords, ads, ad groups and campaigns are best for your marketing goals.

Conversion tracking allows you to better understand your campaign return on investment, and make better informed decisions about what areas you use your budget.

You can analyse how many customers may be interacting with your ads on a mobile device for example or browser and converting on a different device.

Advertisers can view the cross-device, cross-browser and other conversion data in the “All conversions” report.

What you can measure

Conversion tracking starts with you creating a conversion action in your Google Ads

  • 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 installs / in-app actions: Installs of your Android or iOS mobile apps, and purchases or other activity within those apps.
  • Import: Customer activity which 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.
  • Local actions: Activity which is counted whenever users interact with an ad which is specific to a physical location/shop

How to install the conversion tracking tag

Conversion tracking works differently for each conversion source.

  • You add a conversion tracking tag or code snippet to your website or mobile app code. When a customer clicks on your ad, or when they view your video ad, a temporary cookie is placed on their computer or mobile device. When they complete the action which was set-up, Google recognises the cookie through the code and records a conversion once the action is complete.
  • Not all actions require conversion tracking code. 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 such as call duration, and caller area code. App downloads and in-app purchases from the Google Play store and local actions will automatically be recorded as conversions, and no tracking code is needed.

Do you have a project in mind? Get An Estimate for your campaign


Speak to our dedicated and experienced project managers to begin planning your digital campaign today.

ESTIMATE PROJECT