When running Google Ads, one of the most important things to understand is conversion tracking.
Without it, Google has no way of knowing whether your adverts are actually generating results. This means the platform cannot properly optimise campaigns, and you may end up spending money without understanding what is working.
Conversion actions allow you to track the actions that matter to your business, such as enquiries, phone calls, purchases, or form submissions.
If you are setting up a new account, it is worth reading my guide on how to set up your first Google Ads search campaign, as conversion tracking should ideally be configured before launching campaigns.
Key takeaways
- A conversion action in Google Ads is a specific event you choose to track, such as a form submission, phone call, booking or purchase, and each one is configured individually.
- Without conversion tracking, Google Ads cannot tell which keywords, adverts and campaigns generate results, and bidding strategies such as Maximise Conversions cannot optimise properly.
- Primary conversions are the actions a campaign optimises for, while secondary conversions such as brochure downloads or newsletter signups are tracked but do not directly influence bidding.
- Conversion tracking is usually set up with Google Tag Manager, Google Ads tracking tags or GA4 event tracking, often firing when a user reaches a thank-you page.
- Common conversion tracking mistakes include conversions not firing, duplicate tracking, tracking page views instead of real enquiries and optimising for low value actions.
What Is a Conversion in Google Ads?
A conversion is any action that represents value for your business.
Common examples include:
- form submissions
- phone calls
- purchases
- brochure downloads
- booking requests
For example, if someone clicks your advert, visits your website, and fills out a contact form, this can be recorded as a conversion.
Tracking these actions allows you to understand which keywords, adverts, and campaigns are generating results. Once measurement is reliable, conversion rate optimisation can help you investigate why visitors leave without enquiring or buying.
What Are Conversion Actions?
A conversion action is simply the specific event you want Google Ads to track.
Each action is configured individually within the account.
For example, a lead generation website might track:
- contact form submissions
- phone call clicks
- appointment bookings
An e-commerce website might track:
- completed purchases
- add to basket events
- newsletter signups
You can track multiple conversion actions within a single Google Ads account.
Why Conversion Tracking Is Important
Conversion tracking plays a major role in how Google Ads campaigns perform.
Without it, you are essentially running campaigns without clear performance data.
Conversion tracking helps you understand:
- which keywords generate enquiries
- which adverts attract the right audience
- which campaigns produce the best return
It also allows Google’s automated bidding strategies to work effectively.
For example, strategies such as Maximise Conversions rely on conversion data to optimise bids and find users who are more likely to complete valuable actions.
Primary vs Secondary Conversions
Google Ads allows you to separate conversions into primary and secondary actions.
Primary conversions are the actions that your campaign will optimise for.
Examples might include:
- contact form submissions
- phone enquiries
- purchases
Secondary conversions are still tracked but do not directly influence bidding strategies.
Examples could include:
- brochure downloads
- page visits
- newsletter signups
This allows you to measure additional engagement without confusing Google’s optimisation algorithms.
If you want to explore this in more detail, I also explain secondary conversions in Google Ads in another article.
Examples of Conversion Actions for Different Businesses
Different businesses will track different types of conversions depending on their goals.
Local service businesses
Common conversions include:
- form enquiries
- phone calls
- quote requests
E-commerce websites
Typical conversion actions include:
- purchases
- add to basket events
- checkout completions
B2B companies
Conversions might include:
- demo requests
- consultation bookings
- whitepaper downloads
The key is to track the actions that actually represent real business value.
How Conversion Tracking Is Set Up
Conversion tracking is usually implemented using one of the following methods:
- Google Tag Manager
- Google Ads tracking tags
- GA4 event tracking
In many cases, the tracking tag fires when a user reaches a thank-you page after submitting a form or completing an action.
For example:
www.website.com/thank-you
When someone reaches that page, Google Ads records the conversion.
More advanced setups may track events such as:
- phone number clicks
- button clicks
- booking confirmations
Accurate tracking is essential, because incorrect conversion data can lead to poor campaign optimisation.
How Conversion Tracking Improves Campaign Performance
Once conversion tracking is properly set up, Google Ads can start learning which users are most likely to convert.
Over time, the system begins to:
- prioritise higher converting searches
- adjust bids automatically
- reduce spend on lower performing traffic
This is why conversion tracking is so important when moving to automated bidding strategies.
Campaign types such as Performance Max rely heavily on accurate conversion data to work effectively. If you are planning to run these campaigns, it is worth reviewing my guide to Performance Max best practices.
Common Conversion Tracking Mistakes
Some of the most common problems I see when reviewing Google Ads accounts include:
- conversions not firing correctly
- duplicate conversion tracking
- tracking page views instead of real enquiries
- campaigns optimising for low value actions
These issues can lead to campaigns appearing successful in the interface while not actually generating meaningful results.
Making sure conversion tracking is configured correctly is one of the most important parts of running Google Ads effectively.
Related guides: What Are Secondary Conversions in Google Ads? and Google Ads Showing No Recent Conversions? Here’s What to Check First.
Getting Help With Conversion Tracking
Setting up conversion tracking properly can sometimes be technical, especially when using tools like Google Tag Manager or GA4.
If you are unsure whether your tracking is working correctly, it may be worth getting a second opinion.
You can learn more about working with a Hampshire PPC Consultant or explore my PPC consultancy services.
Need help with your Google Ads?
If you’re dealing with an account problem, want a second opinion or need practical PPC support, tell me what you need help with. I’ll reply by email first and let you know whether I can help. You can also select Google Ads review / audit on the form if you’d like a free account review.