Prove ad impact with conversion measurement

Conversion tracking is a free tool in Google Ads that lets you understand more about the actions a customer takes after interacting with your ads. When a customer does something you’ve defined as valuable, such as purchasing a product or downloading an app, it’s considered a conversion. Conversion tracking helps you understand which ads are driving the most value for your business and how to optimise them to achieve your business goals. Learn more about the benefits of conversion tracking by visiting the Ads Tracking & Conversion Measurement page.

You can track many different conversion actions depending on what activities you select as valuable to your business. For example, you can track:

• Page views
• Purchases
• Sign-ups
• App downloads
• Add-to-carts
• Quote requests
• Phone calls

• Other button clicks

Learn more about choosing what to track by visiting the Different ways to track conversions page.

There are two steps to set up conversion tracking in Google Ads. First, you create a conversion action in your account. Once you’ve defined the conversion action, you need to install a Google tag on your website. Learn how to set a conversion action and install the Google tag by watching the step-by-step videos on the Set up conversion tracking for your website page.

You can calculate your conversion rate by taking the total number of conversions and dividing it by the number of total ad interactions within a given time period. Conversion rates are usually expressed as a percentage. For example, if you have 100 conversions and 2,000 ad interactions in a measurement period, your conversion rate would be 5% (100/20,000=0.05, or 5%). Google calculates these numbers for you; you can find your conversion rate in the Goals section of your Google Ads account. Learn more about how conversions are measured by visiting the Conversion:definition page.

Conversion rates vary considerably depending on variables such as what you’re measuring, the product or service you’re selling, your market, and your overall ad strategy. There’s really no such thing as a “good” conversion rate that applies to every campaign. The good news is that Google Ads makes it easy to optimise your campaigns and find new ways to improve your performance. Learn more about how to use keywords to improve your conversion rate by visiting the Improve your conversion rate page.