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How Google uses conversion event data

At Google, we're aware of the importance and sensitivity of conversion event data to our advertisers. We take care to preserve the confidentiality and security of AdWords conversion event data, and provide clear information about the limited ways that this data is used.

What Google does with conversion event data

Google uses conversion event data for campaign performance reporting in your account, as an input for features such as Target CPA, and other conversion-based automated bid strategies, and in aggregate for the benefit of advertisers. It's Google's policy to restrict access to conversion event data, both inside and outside Google. Unless we have an advertiser's permission, we don't share advertiser-specific conversion event data with other advertisers.

When you track conversions, this conversion data will appear in your reports to help you make informed campaign management decisions. Reports containing conversion data are available through your AdWords account and any linked manager accounts (MCC).

Google may also use conversion event data to improve your campaign performance. For example, Google provides Target CPA, an automated bid strategy that automatically optimises your bids based on past conversion data, with the goal of improving your overall ROI. Google may use conversion event data to improve the performance of certain types of campaigns without requiring you to opt in. For example, Google may use app download conversion event data to stop promoting your app to a user who's already installed it.

Finally, Google uses aggregated conversion event data for the overall benefit of advertisers. For example, features such as automated bidding and smart pricing rely on aggregate advertiser conversion event data to improve their overall quality and accuracy. If you're tracking conversions and your competitors are benefiting from some of these features, it's possible that your use of conversion tracking is indirectly affecting the cost of your clicks. Google may also publish conversion event statistics aggregated across many advertisers as a resource for the overall benefit of advertisers.

About revenue information

Sharing revenue information isn't required to use AdWords conversion tracking. Conversion tags can be placed on any page on your site and by default they measure distinct conversion events rather than monetary values.

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