About conversion tracking
Conversion tracking is a free tool that shows you what happens after a customer interacts with your ads – whether they purchased a product, signed up for your newsletter, called your business or downloaded your app. When a customer completes an action that you've defined as valuable, these customer actions are called conversions.
This article explains the benefits of conversion tracking, how it works and our security and privacy standards. For setup instructions, see Set up conversion tracking.
Why use conversion tracking
- See which keywords, ads, ad groups and campaigns are best at driving valuable customer activity.
- Understand your return on investment (ROI) and make better informed decisions about your ad spend.
- Use Smart Bidding strategies (such as target CPA, enhanced CPC and target ROAS) that automatically optimise your campaigns according to your business goals.
- See how many customers may be interacting with your ads on one device or browser and converting on another. You can view cross-device, cross-browser and other conversion data in your “All conversions” reporting column.
How conversion tracking works
Conversion tracking starts with you creating a conversion action in your Google Ads account. A conversion action is a specific customer activity that's valuable to your business. You can use conversion tracking to track the following kinds of actions:
- Website actions: Purchases, sign-ups and other actions that customers complete on your website. Learn more about how Google Ads tracks website conversions.
- 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. Learn more about phone call conversion tracking.
- App installs and in-app actions: Installs of your Android or iOS mobile apps, and purchases or other activity within those apps. Learn more about mobile app conversion tracking.
- Import: Customer activity that 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. Learn more about offline conversion tracking.
- Local actions: Actions that are counted whenever people interact with an ad that’s specific to a physical location or store. Learn more about local conversion actions.
The conversion tracking process works a little differently for each conversion source, but for each type besides offline conversions, it tends to fall into one of these categories:
- You add a conversion tracking tag or code snippet to your website or mobile app code. When a customer clicks on your ad from Google Search or selected Google Display Network sites, or when they view your video ad, a temporary cookie is placed on their computer or mobile device. When they complete the action that you defined, our system recognises the cookie (through the code snippet that you added), and we record a conversion.
- Some kinds of conversion tracking don’t require a tag. 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, call start and end time and caller area code. Also, app downloads and in-app purchases from Google Play and local actions will automatically be recorded as conversions, and no tracking code is needed.
Once you’ve set up conversion tracking, you can see data on conversions for your campaigns, ad groups, ads and keywords. Viewing this data in your reports can help you understand how your advertising helps you achieve important goals for your business.
Security and privacy for website tracking
Google's security standards are strict. Only pages containing the Google conversion tag are tracked through this programme. We use data encryption and secure servers.
Please ensure that you're providing users with clear and comprehensive information about the data that you collect on your websites, and getting consent for that collection where legally required.