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 Google Ads conversion event data, and provide clear information about the limited ways 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, in analyzing and reporting the value of your customers, 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 Google Ads 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 optimizes 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.

Google also uses only your conversion events to analyze your users and provide useful reports about your customers. For example, Google may analyze your conversion events to report on the number of new customers you’ve gained over a period of time.

Sharing monetary values along with your conversions isn't required to use Google Ads 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. If you choose to send a monetary value along with your conversions, which can help you evaluate ad performance or be used in Target ROAS bidding, Google will protect and use that data as described in this article.

Note: Smart Bidding is not explicitly aware of the underlying definition of value that advertisers report. While some advertisers may decide to obfuscate their true value when reporting conversions to Google, we suggest that these values are reported consistently (do not change obfuscation multipliers).

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.

Security and privacy for conversion tracking

Google has strict security standards. Google Ads only collects data on sites and apps where you have configured tracking.

Ensure that you provide users with clear and comprehensive information about the data you collect on your sites, apps, and other properties. Make sure that you also get consent for that collection where required by law or any applicable Google policies governing user consent, including Google’s EU User Consent Policy.

Was this helpful?

How can we improve it?
Clear search
Close search
Google apps
Main menu