Conversion Tracking for Google Ads: A Comprehensive Guide

22 May 2023 | Performance Marketing

About the author

Hooshang Bakht

Brego Business was started with a mission to make entrepreneurship easy. Our goal is to help business owners grow and scale without having to deal with the day-to-day stress of running a business. We specialize in providing services that help business owners grow their businesses, including search engine marketing (SEM), social media marketing (SMM), LinkedIn marketing, video production, accounts receivable (AR), accounts payable (AP), internal audit, VCFO, and recruitment. We have helped more than 500 brands grow their businesses. We work closely with the clients to understand their unique needs and develop customized strategies that deliver measurable results.

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Google Ads conversion tracking

If you’re running ads on Google Ads, you need to know whether they’re actually driving valuable actions on your website, such as form submissions, online purchases, or phone calls. That’s where conversion tracking comes in. Google Ads conversion tracking is a powerful tool that allows you to track and measure the success of your ad campaigns, giving you valuable insights into how your ads are performing and where you can make improvements.In this comprehensive guide, we’ll cover everything you need to know about Google Ads conversion tracking, from setting up conversion tracking to optimizing your campaigns for better results.

What is Conversion Tracking?

Conversion tracking is the process of tracking and measuring the actions users take on your website after clicking on one of your ads. By tracking these actions, or conversions, you can measure the effectiveness of your ads and identify areas for improvement.

Google Ads provides a variety of conversion tracking options, including website conversions, phone call conversions, and even in-store visits. By choosing the right conversion actions to track, you can better understand how your ads are contributing to your business goals and make data-driven decisions about how to optimize your campaigns.

Setting up Conversion Tracking

To set up conversion tracking in Google Ads, you’ll need to create a conversion action, which is simply the action you want to track, such as a website purchase or form submission. You’ll then need to add a conversion tracking tag or code snippet to your website to track when that action occurs.

When setting up conversion tracking, it’s important to choose the right conversion actions to track. Start by identifying the most valuable actions on your website, such as online sales or lead submissions, and focus on tracking those actions first. You can always add additional conversion actions later if needed.

Optimizing your Campaigns with Conversion Tracking

Once you have conversion tracking set up, you can use the data to optimize your ad campaigns for better results. Here are a few tips for optimizing your campaigns with conversion tracking:

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Use conversion data to inform bidding strategies: By analyzing your conversion data, you can adjust your bidding strategies to focus on the keywords and ad placements that are driving the most conversions.Analyzing conversion data can help you identify the top-performing keywords, ad groups, and campaigns. This information can be used to optimize your bidding strategies and allocate more budget towards the campaigns that are driving the most conversions. For example, if you notice that a particular ad group is consistently generating high conversion rates, you may want to increase your bids for those keywords or allocate more budget towards that ad group to generate even more conversions.

On the other hand, if you notice that a certain campaign is not performing well in terms of conversions, you can adjust your bidding strategies to reduce the bids for those keywords or exclude them altogether. This will help you save money on ad spend and focus your resources on the campaigns that are more likely to drive conversions.

Test different ad copy and landing pages: Using conversion data to test different ad copy and landing pages is an effective way to improve your ad performance and drive more conversions. By comparing the performance of different ad variations and landing pages, you can determine which ones are generating the most conversions and optimize them for even better results.

For example, you can test different headlines, descriptions, and calls-to-action in your ad copy to see which ones are resonating most with your target audience. Similarly, you can test different landing pages to see which ones are providing the most value to your visitors and driving the most conversions.

Use remarketing to reach users who have already shown interest: Targeting users who have already visited your website or taken a specific action is known as remarketing or retargeting. This approach allows you to reach users who have already shown an interest in your business, making them more likely to convert and improving your ROI.

For example, if a user adds a product to their cart but does not complete the purchase, you can target them with ads that feature the product they were interested in or offer them a discount to encourage them to complete the purchase. By reaching out to these users when they are more likely to be ready to convert, you can improve your chances of driving conversions and boosting your ROI.Remarketing can also be used to reach users who have visited your website but did not convert. By showing them relevant ads based on their browsing behavior, you can encourage them to return to your website and complete a conversion.Overall, remarketing is an effective way to improve the ROI of your Google Ads campaigns by targeting users who are more likely to convert based on their previous interactions with your business.

Identify and exclude low-performing placements: By using conversion data, you can identify which ad placements are not driving conversions and exclude them from your campaigns. This allows you to focus your budget on higher-performing placements and improve your ROI.

For example, if you find that your ads are not performing well on a specific website or app, you can exclude that placement from your campaign. This will prevent your ads from showing on that placement, allowing you to allocate your budget to placements that are driving more conversions.

Regularly reviewing your Conversion Tracking Data

Regularly reviewing your conversion tracking data is crucial to the success of your ad campaigns. By reviewing your data at least once a month, you can identify trends and areas for improvement, and make informed decisions about how to optimize your campaigns.

For example, you might notice that certain keywords or ad placements are consistently driving high conversion rates, while others are not performing as well. Armed with this information, you can adjust your bids or exclude underperforming keywords or placements to improve the overall performance of your campaigns.

Additionally, regularly reviewing your conversion tracking data allows you to identify any issues with your website or landing pages that may be hindering conversions. For example, you may notice that a high percentage of users are dropping off at a particular stage of the checkout process. This could indicate a problem with your checkout process that needs to be addressed to improve conversion rates.

When reviewing your conversion tracking data, look for:

Conversion rates: Are your ads driving a high number of conversions, or are they underperforming?

Cost per conversion: How much are you paying per conversion? Is this cost sustainable for your business?

Conversion paths: Are users taking multiple steps before converting? Is there anything you can do to streamline the conversion process?


In conclusion, Google Ads conversion tracking is an essential tool for any business looking to improve their advertising performance and make data-driven decisions. By setting up conversion tracking, you can better understand how your ads are contributing to your business goals, whether that’s driving website visits, form submissions, or online sales. With this data, you can optimize your ad campaigns, improve your ROI, and ultimately grow your business.

Remember, setting up conversion tracking requires careful planning and attention to detail. Make sure to choose the right conversion actions, set up tracking correctly, and regularly review your performance data to make informed decisions.

By following the tips and best practices outlined in this comprehensive guide, you’ll be well on your way to mastering Google Ads conversion tracking and taking your advertising to the next level. Don’t miss out on the opportunity to improve your ad performance and drive more conversions for your business with this powerful tool.

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Frequently Asked Questions

Q: What is Google Ads Quality Score, and why is it important for my ad campaign?

A: Google Ads Quality Score is a rating system that measures the relevance and quality of your ads, keywords, and landing pages. It's important because it can affect your ad performance and cost.

Q: How can I improve my Google Ads Quality Score?

A: To improve your Google Ads Quality Score, you can focus on improving your ad relevance, keyword relevance, landing page experience, and click-through rate (CTR).

Q: What are some tips for improving ad relevance?

A: Some tips for improving ad relevance include using relevant ad copy, targeting specific keywords, and creating ad groups based on specific themes or products.

Q: How can I improve my keyword relevance?

A: To improve your keyword relevance, you can use relevant and specific keywords, match types, and negative keywords. You can also use keyword research tools to find new keywords and phrases.

Q: What is landing page experience, and how can I improve it?

A: Landing page experience is the quality of the landing page that your ad leads to. To improve your landing page experience, you can ensure that your landing page is relevant to your ad and keywords, is easy to navigate, and loads quickly.

Q: How can I improve my click-through rate (CTR)?

A: To improve your click-through rate, you can focus on creating compelling ad copy, using specific and relevant keywords, and testing different ad formats and extensions.

Q: How does Google Ads Quality Score affect my ad performance and cost?

A: A higher Quality Score can lead to better ad performance, such as higher ad positions, more ad visibility, and lower cost-per-click (CPC). A lower Quality Score can lead to lower ad performance and higher CPCs.

Q: Can I see my Google Ads Quality Score in my account?

A: Yes, you can see your Google Ads Quality Score in your account by looking at the Quality Score column in your keywords tab.

Q: How often should I check my Google Ads Quality Score?

A: It's a good idea to check your Google Ads Quality Score regularly, such as once a week or once a month, to monitor your ad performance and make adjustments as needed.

Q: Where can I learn more about improving my Google Ads Quality Score?

A: You can learn more about improving your Google Ads Quality Score by reading Google's Quality Score guide, attending webinars and workshops, and experimenting with different strategies and techniques in your own campaigns.

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If you're running a Google Ads campaign, tracking conversions is crucial to measuring the success of your advertising efforts. By using Google Ads conversion tracking, you can see how many people are taking specific actions on your website after clicking on your ads, such as making a purchase or filling out a contact form. This information can help you make informed decisions about your ad strategy and optimize your campaigns for maximum effectiveness.

Brego Business Digital Marketing services are experts in Google Ads conversion tracking and can help their clients set up and manage their tracking efforts. By using a variety of tracking tools and techniques, they ensure that their clients are getting the most accurate and useful information about their campaigns.

One of the key tools Brego Business use is the Google Ads conversion tracking pixel. This pixel is a small piece of code that you place on the page where you want to track conversions. When someone clicks on your ad and takes a specific action on that page, such as making a purchase, the pixel sends information back to your Google Ads account to record the conversion.

Brego Business also use advanced tracking techniques, such as cross-device tracking and multi-channel attribution, to give their clients a more complete picture of their advertising performance. Cross-device tracking allows you to see when a user interacts with your ads on one device and completes a conversion on another device. Multi-channel attribution allows you to see which channels are contributing to conversions, even if the final conversion happens on a different channel.

By using these tools and techniques, Brego Business Digital Marketing services help their clients get the most accurate and useful information about their Google Ads campaigns. This information can then be used to optimize their ads for better performance, such as targeting more effective keywords or adjusting ad copy to better appeal to their target audience.

If you're running a Google Ads campaign and want to make sure you're getting the most accurate and useful information about your performance, Brego Business Digital Marketing services can help. Contact them today to learn more about how they can help you set up and manage your Google Ads conversion tracking efforts.

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