Table of Contents

Conversion categories

What are conversion categories?

Conversion categories in Google Ads are a way to group and organize different types of conversions resulting from your advertising efforts. 

By categorizing your conversions, you can better understand the performance of your campaigns and optimize them accordingly.

Google Ads provides several default conversion categories.

Sale Categories

This category tracks conversions related to purchases or sales made on your website. It is typically associated with ecommerce businesses and allows you to measure the effectiveness of your ads in driving direct revenue.

  • Purchase
  • Add-to-cart
  • Begin Checkout
  • Subscribe


Lead conversions encompass actions that indicate potential customer interest, such as form submissions, quote requests, or contact inquiries. Tracking lead conversions helps you assess the effectiveness of your ads in generating qualified leads for your business.

  • Submit lead form
  • Book Appointment
  • Sign-up
  • Request quote
  • Get Directions
  • Outbound click
  • Contact

Further categories

This category is a catch-all for conversions that don't fit into the predefined categories mentioned above. It lets you track and attribute conversions unique to your business goals and objectives. In addition, you can customize this category to align with specific actions that matter to your business.

  • Page View
  • Other

By assigning conversions to the appropriate categories, you can gain valuable insights into the performance of your campaigns. This information helps you evaluate your advertising efforts' return on investment (ROI), optimize your bidding and targeting strategies, and make data-driven decisions to improve your overall marketing performance in Google Ads.

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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