Table of Contents

Conversion actions

What are conversion actions?

A conversion action is a specific action a visitor takes on a website. It can be any action that has value to your business, such as making a purchase, filling out a form, subscribing to a newsletter, or downloading a white paper.

Setting up conversion actions in Google Ads lets you see which ads, keywords, and targeting options drive your website's revenue. By measuring the success of your campaigns in this way, you can optimize your ads to generate more conversions at a lower cost.

Key Takeaways

  • Conversion actions are specific actions shoppers take on your website that are valuable to your business.
  • They measure the effectiveness of your Google Ads campaign and optimize your ads to generate more conversions at a lower cost.
  • Setting up conversion tracking involves creating a preferred action and adding the tracking code to your website.
  • You can track multiple conversion actions for each campaign, ad group, or ad.


Conversion rate = (Conversions / Clicks) x 100

For example, if you have 100 clicks and 10 conversions, your conversion rate is 10%.

Tips to improve conversion actions

  • Make sure your conversion actions align with your business goals.
  • Optimize your landing pages to improve conversions.
  • Use clear and compelling CTA to encourage shoppers to take action.
  • Test various ad creatives and targeting options to see what works best.
  • Continuously monitor your conversion data and adjust your campaigns accordingly.


A business that sells online courses may set up a conversion action to track when users complete a purchase. By monitoring this conversion action, they can see which ads and targeting options generate the most sales and adjust their campaigns accordingly.

Extra considerations

  • Your tracking code must be set up correctly to record conversions accurately.
  • Some conversion actions may have a longer sales cycle than others, so consider this when measuring your campaigns' success.
  • You want to regularly review and update your conversion actions to ensure they continue to align with your business goals.


How many conversion actions can I track for each campaign?

You can track multiple conversion actions for each campaign, ad group, or individual ad.

Can I track offline conversions with Google Ads?

You can track offline conversions by importing data into Google Ads.

Can I set different conversion values for various actions?

Yes, you can set different conversion values for each action to reflect their relative importance to your business.

Related Terms


What is remarketing? Remarketing, also called retargeting, is a digital marketing approach that engages audiences who previously interacted with a brand to encourage specific actions.

Ad Variations

What are ad variations? Ad variations are different versions of your ads that you create to test and optimize your campaigns, which can help you

Ad Scripts

What are ad scripts? Ad scripts are snippets of code written in JavaScript that allow you to automate and customize various aspects of your Google

Activity rate by channel

What is ‘Activity rate by channel’? Activity rate by channel measures how often users engage with your ads across different advertising channels. This metric considers actions


What is Abandonment-rate? Abondment-rate is the percentage of users who click on a Google Ads ad but then leave the landing page without completing the

Brand-Focused Shopping Campaign

What are Brand-Focused Shopping Campaigns? Brand-Focused Shopping Campaigns are a type of Google Shopping campaign that targets users who are searching for your brand or

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