A conversion in Google Ads means a specific action a user takes. It happens to be done after clicking or viewing an ad. It defines the type and number of interactions customers have with the ad. The conversion should correspond to your individual business goals. It can be viewing an ad, e.g. a video on YouTube. It is for example making a purchase and signing up for a newsletter. You can also assign a value to different types of conversions. It allows for a better analysis of the financial efficiency of the campaign. Different products may have different conversion values depending on their price.

Why Track Conversions in Google Ads?

Tracking conversions in paid ads is vital to your campaigns. It allows you to understand your customers better. It helps to adapt your marketing strategy to them. How does tracking conversions in Google Ads help you? 

It allows you to:

It can assess the effectiveness of your activities. It includes which ads generate the most valuable actions from users,

It helps to optimize return on investment (ROI). It is to identify the most profitable areas of the campaign and allocate budget accordingly,

It can segment your audience more effectively based on key parameters. It includes location age life events (wedding, engagement, etc.). This will allow you to tailor your ads to a specific customer group. It maximizes your conversion chances,

personalize your advertising message - by knowing your customers' purchasing patterns and the actions that encourage them to interact, you can better tailor your ads to their needs and interests; this can translate into increased engagement and greater profits.

Google Ads Conversion Types

To know how to skillfully track conversions in Google Ads, you should learn about the key conversion types. Each of them has its own specifics and requires the appropriate tracking settings in Google Ads. You can group them based on various criteria, e.g. the type of user action, the business goal that the conversion concerns. The choice and grouping depends on your individual needs and advertising campaign. It is important that you track those conversions that are most important for achieving your business goals. 

Here are the main conversion types and their possible groupings:

Conversion types based on user action:

Website conversions - these are the most common types of conversions; they include specific actions, e.g. filling out a form, making a purchase, downloading a file; you can track them using conversion tags added to the website,

Telephone conversions - these concern calls generated directly from advertisements (clicking on the telephone number in the advertisement on mobile devices) or after visiting the website,
App conversions - shows how you can track conversions in Google Ads based on user interactions with your app, such as installs, in-app purchases, etc.,

Local conversions - these include user actions that occur as a result of interaction with an online ad, e.g. clicking on directions, and end with, for example, a visit to a store; they help in particular in analyzing the results of local business promotions.

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