Conversion Tracking
Conversion tracking is the setup that records when a user completes a valuable action after clicking your ad, such as a purchase, form submission, or call. It uses tags, pixels, imported offline data, or server-side APIs to attribute those actions back to the campaigns, ad groups, and keywords that drove them.
Why It Matters
Conversion tracking is the foundation of everything in paid search. Smart Bidding, ROAS goals, and CPA optimization all depend on accurate conversion data. Without it, you are optimizing blind toward clicks instead of results.
Common Mistake
Counting the same conversion multiple times or tracking low-value micro-actions as primary conversions. Inflated or mislabeled data teaches automated bidding to chase the wrong outcomes.