Mastering the Art of Tracking Conversions in AdWords – A Comprehensive Guide




Tracking conversions in AdWords is a crucial component of a successful online advertising campaign. It allows you to measure the effectiveness of your ads and optimize them for better performance. In this blog post, we will explore the importance of tracking conversions in AdWords and the benefits of accurate conversion tracking.

Getting Started with Conversion Tracking

Setting up a Google Ads account

Before you can start tracking conversions in AdWords, you need to set up a Google Ads account. This involves creating a new campaign and selecting the right conversion tracking option based on your business goals.

Installing the AdWords conversion tracking code

Once you have set up your Google Ads account, you need to install the AdWords conversion tracking code on your website. This code allows AdWords to track and measure conversions. To generate the code, go to the tools section in your Google Ads account and click on “Conversions.” Follow the instructions to generate the code and then place it on the relevant pages of your website.

Understanding Conversion Actions

Defining conversion actions

In AdWords, a conversion action is a specific action that you want your website visitors to take, such as making a purchase, filling out a form, or calling your business. Conversions can be classified into primary and secondary conversions.

Identifying relevant conversion actions for your business

To determine the relevant conversion actions for your business, you need to align them with your business goals. Consider what actions are most valuable to your business and map them to specific conversion actions in AdWords. For example, if your goal is to increase lead generation, you may want to track form submissions as a primary conversion action.

Implementing Conversion Tracking for Different Conversion Actions

Tracking form submissions

Tracking form submissions is essential for businesses that rely on lead generation. AdWords allows you to track different types of forms, such as contact forms or lead generation forms. By implementing form tracking, you can measure the effectiveness of your ads in generating form submissions.

Tracking e-commerce transactions

If you run an e-commerce store, tracking e-commerce transactions is crucial for measuring your return on ad spend. Integrating your e-commerce platform with AdWords enables you to track transactions and attribute them to specific campaigns or keywords. This data can help you optimize your ads and targeting for higher conversion rates.

Tracking phone calls

Many businesses rely on phone calls for conversions. AdWords provides two options for tracking phone calls: using call extensions or implementing call tracking software. Call extensions allow you to display your phone number directly in your ads, while call tracking software assigns unique phone numbers to each ad campaign to track calls and attribute them to specific ads.

Monitoring and Optimizing Conversion Performance

Analyzing conversion data in AdWords

Once you have implemented conversion tracking, it’s essential to regularly analyze conversion data in AdWords. Conversion reports provide insights into the performance of your campaigns, allowing you to identify top-performing campaigns and keywords. This information can guide your decision-making in optimizing your campaigns for higher conversions.

Optimizing campaigns for higher conversions

To improve conversion rates, you can optimize your campaigns by adjusting your bidding strategies. Experiment with different bid adjustments and bidding strategies to maximize your return on investment. Additionally, testing ad variations and landing pages can help identify what resonates best with your target audience and leads to higher conversion rates.

Troubleshooting Common Conversion Tracking Issues

Verifying the code installation

If you encounter issues with conversion tracking, it’s crucial to verify the code installation. Check for any code placement errors that may prevent AdWords from accurately tracking conversions. Google Tag Assistant is a useful tool for troubleshooting code installation issues.

Resolving discrepancies in conversion tracking data

If there are discrepancies between AdWords data and other analytics platforms, carefully compare the data to identify any potential attribution issues. It’s essential to understand the attribution models used by each platform and ensure that they align. Investigate any discrepancies to ensure accurate conversion tracking.

Advanced Conversion Tracking Techniques

Tracking cross-device conversions

In today’s multi-device world, it’s crucial to track conversions that occur across devices. Enable cross-device tracking in AdWords to gain insights into how users interact with your ads and convert across different devices. Additionally, implement cross-device attribution models to understand the role each device plays in the conversion process.

Tracking offline conversions

Offline conversions often play a significant role in the customer journey. Implement offline conversion import to track and attribute conversions that occur offline. Integration with customer relationship management (CRM) systems allows you to upload offline conversion data to AdWords for a comprehensive view of your campaign performance.


Accurate conversion tracking in AdWords is vital for optimizing your online advertising campaigns. It allows you to measure the effectiveness of your ads, identify top-performing campaigns and keywords, and make data-driven decisions to improve conversion rates. By following the steps outlined in this blog post, you can set up and implement conversion tracking for different types of conversions. Start tracking your conversions accurately and unlock the full potential of your AdWords campaigns.


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