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

Location Targeting

What is location targeting? Location targeting in Google Ads is a powerful feature that can help businesses of all sizes reach their target audience more

Target Impression Share (TIS)

What is Target Impression Share (TIS)? Target Impression Share (TIS) is a bidding strategy in Google Ads. It allows advertisers to set a target percentage

Google Click Identifier (GCLID)

What is the Google Click Identifier (GCLID) The Google Click Identifier (GCLID), also known as the Google Click ID, is a specific parameter included in

Above the fold

What does above the fold mean? “Above the fold” is a term that refers to the portion of a web page that is visible without

Brand Search Campaign

What is a brand search campaign? A brand search campaign on Google Ads is a type of advertising campaign where a company bids on its

Search intent

What is search intent? Search intent, also known as user intent or query intent, refers to the underlying motivation or goal behind a user’s search

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