Google Ads Conversion Tracking: A Conceptual Guide
Google Ads conversion tracking connects defined conversion actions to Google Ads interactions under Google's measurement and attribution rules.
Choose meaningful conversion actions
Leads, purchases, calls, and secondary actions should not all be treated as equally valuable unless your bidding strategy truly intends that.
Implementation can vary
Events may be recorded through Google tags, analytics imports, enhanced-conversion workflows, offline imports, or supported integrations.
Attribution is platform-specific
Google Ads can apply attribution settings that differ from your analytics or independent tracking platform.
Reconciliation requires shared definitions
Compare event definitions, lookback windows, timezone, status, and value settings before comparing headline totals.