What Is Conversion Tracking & Why Does It Matter?
What Is Conversion Tracking?
Conversion tracking is a way to measure what happens after a customer interacts with your Google Ads. It helps you track actions like purchases, sign-ups, phone calls, and more.
In short: It shows you whether your ads are actually working.
Without conversion tracking, you’re flying blind. With it, you know exactly what’s driving results—and where to double down.
Why track conversions in Google Ads?
Tracking conversions in Google Ads is crucial because it:
- Shows your ROI
- Improves optimization
- Helps budget smarter
- Informs better creative
Without tracking, you’re making decisions based on guesses instead of real data.
How do I track conversions in Google Ads?
Google Ads tracks conversions by using a Google tag (also called a global site tag or gtag.js).
You place this small piece of code on your website. It records when someone who clicked your ad completes a valuable action, like filling out a form or making a purchase.
You can also track offline conversions or imported conversions from your CRM.
What types of conversions can you track with Google Ads?
You can track almost anything that matters to your business, including purchases, leads, phone calls, app installs, and website visits.
Conversion categories
When you set up a conversion, you’ll pick a category like:
- Purchase/Sale
- Lead
- Sign-up
- Phone call
- Other
How to set up Google Ads conversion tracking in 3 steps
Setting up conversion tracking is easier than you might think. Here's how to do it:
Step #1: Create your conversion action
Inside Google Ads:
- Go to Tools & Settings > Conversions > New Conversion Action.
- Choose what type of action you want to track (website, app, phone call, or import).
Which setup option should you choose?
If you're tracking website activity (like a purchase or form submission), select Website conversions.
If you use a CRM like HubSpot or Salesforce, you might import offline conversions instead.
Step #2: Set up your Google tag
After you create your conversion action, Google will give you a tag.
Installing the Google tag
You’ll either:
- Install it directly on your site (in the <head> section)
- Use Google Tag Manager
Step #3: Check your Google Tag
Before launching full campaigns, double-check that your tag is firing using tools like Google Tag Assistant or Google Ads Tag Diagnostics.
Analyzing your Google Ads conversion data
Once tracking is set up, you’ll see conversion data in your campaign reports. Look at conversions, cost per conversion, conversion rate, and conversion value to optimize your campaigns.
Google Ads conversion tracking troubleshooting
Sometimes things go wrong. Here are two common issues:
Conversion columns aren’t showing any data
- Check that your tag is installed correctly.
- Make sure your conversion counting rules aren't too strict.
Campaign receives many clicks, but few conversions
- Review landing pages for clarity and speed.
- Confirm audience targeting is correct.
- Ensure conversion goals and setup are correct.
Set up your Google Ads conversion tracking now
If you’re running Google Ads without conversion tracking, you’re missing the full picture.
It only takes a few minutes to set up—but it can completely transform your results.
Get your tracking set up today, and start making smarter marketing decisions.
Contact us here if you want help!