Conversion tracking

Summary

Conversion tracking is an important part of eCommerce advertising for the following areas:

Reporting

You can use conversion tracking to calculate and compare return on investment (ROI) and profit to help you decide where to focus advertising spend.

Transparency

You might incorrectly estimate your total or average order value if you don't have accurate data or don't explore available data. Tracking helps ensure data is available for reconciliation purposes.

Optimization

Order values differ depending on the product or category. Conversion tracking helps you understand how certain groups convert into sales.

See About conversion tracking and Conversions for more information.

Manual steps

Here are two ways you can track conversions:

• Link a Google Analytics (Universal Analytics) property to Google Ads then Import Google Analytics conversions into Google Ads.

  For details of setting up eCommerce tracking in Analytics, see Set up Ecommerce Tracking.

• Set up conversion tracking for your website with one of the following tutorials:

  • Use Tag Manager to deploy Google Ads conversion tags
  • Add a conversion tag to your website

Google Ads also provides the ability to import offline conversions. See About offline conversion imports for more details.

Automatic steps

For information on how to implement conversion tracking through Google Ads API, see Create Conversion Actions and use our code sample.