Clear search
Close search
Google apps
Main menu

Measuring sales and conversions

An AdWords conversion occurs when someone clicks on your ad and performs a behavior on your website that you recognize as valuable, such as calling your business from a mobile phone or making a purchase on your website. When you use AdWords to increase conversions or sales, keep track of your conversions with a free tool called conversion tracking. That way, you can keep an eye on important statistics like cost-per-conversion and conversion rate that tell you how successful your ad campaign is.

A conversion is what you choose it to be

A conversion may be a purchase, but it can also be a call from a mobile phone, a visitor submitting her contact information for an insurance quote, or a prospective buyer downloading a white paper about your company's software capabilities. Or maybe it's a request for more information, or views of a page that features your new product. It's up to you!


To see conversion data in your account, you need to set up conversion tracking first. Don't worry; it's free! Here's how to get started.

What conversion information you can measure

Once you've set up conversion tracking, you can keep an eye on some important statistics to help you measure whether your ad campaign is successful:


Learn how to add columns to customize the data in your statistics table. After you set up conversion tracking, you can add the Conversions columns to any of the statistics tables on your AdWords account tabs to see data.

  • Number of conversions and cost-per-conversion: You can assign monetary values to your conversions when setting up tracking to get detailed revenue information in your reports. Reviewing your total number of conversions and the value of these conversions can help you decide if you should increase your budget or make changes to your ad groups to attract more targeted visitors.
  • Conversion rate: This helps you track how many clicks lead to valuable actions like a sale or signup. The conversion rate listed in your account is the number of conversions divided by the number of ad clicks. Conversions are only counted on Google and our Google Network partners. The conversion rate is adjusted to reflect only the ad clicks on which we can track conversions.
  • Keyword conversion data: conversion tracking shows you what happens after a customer clicks on your ad -- whether he purchased your product or signed up for your newsletter. By knowing this, you'll also know which keywords are best at encouraging customers to take those actions. Then you can improve your keyword list based on your findings, and make smarter investments in your best keywords.
  • See how customers interact with your ads across devices: Sometimes your customers click on your ad on one device, and then make their purchase on another device. These are called cross-device conversions, and you can see them in the All conversions column in your AdWords account.
  • Landing pages: You can see which landing pages are leading to the most conversions on the Dimensions tab of your account. Just click the View button, then select "Landing page" from the drop-down, and make sure you've added the conversion columns to your data table. Destination URLs

    Just as keywords and ad texts should focus on a specific product or service, the landing page you choose for each ad should be product or service-specific too. Make sure that the landing page you use for each ad directs customers to the most relevant page within your website. Ideally, that webpage will be dedicated to the specific product or service that's highlighted in your ad.


If a real estate agent's ad highlights apartments for sale in London, the ideal landing page may feature all available apartments for sale in London rather than the real estate agent's homepage. Customers are much more likely to buy if they don't have to search your website to find what they're looking for.


Many AdWords customers choose to use Google Analytics for conversion tracking. It's a free web analytics tool that helps you learn about how your customers interact with your website. Find out what the differences are between Google Analytics and AdWords conversion tracking.

All conversions on properties besides

Because of technical limitations, we aren’t yet able to report cross-device conversions from AdSense for Search and some other Google properties. Our teams are hard at work to bring these new innovative cross-device conversions to these other properties.

Was this article helpful?
Your guide to AdWords

Start off right with our step-by-step guides.