Launching Google Ads campaigns is exciting but without proper tracking, you’re flying blind. To truly understand what’s working and where your money is going, you need to track every click, call, and conversion.
This is where Tracking Conversions in Google Ads comes in. It allows you to see which ads bring results such as purchases, leads, or calls helping you measure ROI in PPC and refine your marketing strategy for maximum performance.
In this guide, we’ll walk you through the complete Google Ads conversion tracking setup, including how to track phone call conversions and measure every meaningful interaction.
What Is Conversion Tracking in Google Ads?
Conversion tracking is a tool within Google Ads that helps you measure what happens after someone interacts with your ad whether they:
- Make a purchase
- Submit a contact form
- Download a file
- Call your business
- Visit a landing page
Each of these actions is called a conversion because it represents a valuable outcome for your business.
Simply put, Tracking Conversions in Google Ads helps answer the question:
“Which ads, keywords, and campaigns actually bring results?”
Without it, you’re only measuring clicks — not the actions that matter most.
Why Is Conversion Tracking Important?
Conversion tracking is the foundation for optimizing ad performance and measuring ROI in PPC.
Here’s why it’s essential:
- Measure Real Results: You can see which ads generate sales, leads, or calls.
- Improve Budget Allocation: Spend more on campaigns that convert and cut underperformers.
- Enhance Bidding Strategy: Google uses conversion data to optimize automated bidding (e.g., Target CPA, Maximize Conversions).
- Prove ROI: Show stakeholders or clients exactly how ads contribute to revenue.
Without conversion tracking, you’d be guessing which campaigns are profitable.
Types of Conversions You Can Track
Before jumping into the Google Ads conversion tracking setup, it’s important to know what kinds of actions you can track.
1. Website Actions
Track actions like form submissions, purchases, or button clicks on your website.
2. Phone Call Conversions
Measure calls made directly from your ads or from your website after a user clicks your ad.
3. App Installs or In-App Actions
Ideal for businesses promoting mobile apps track installs and in-app purchases.
4. Import Offline Conversions
If your sales happen offline (like in a store or over the phone), you can upload offline conversions from your CRM to Google Ads.
Each conversion type provides valuable data depending on your business goals.
Step-by-Step: Google Ads Conversion Tracking Setup
Follow these steps to set up conversion tracking correctly and ensure your data is accurate.
Step 1: Define Your Conversion Goals
Before setting up tracking, decide what success looks like for your campaign.
Common goals include:
- Form submissions (“Contact Us”)
- Product purchases
- Newsletter sign-ups
- Phone calls from ads
- Downloads of a brochure or PDF
This helps you focus on the metrics that truly drive revenue.
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Step 2: Create a Conversion Action in Google Ads
- Log in to your Google Ads account.
- Click the Tools & Settings (🔧) icon in the top right.
- Under Measurement, select Conversions.
- Click + New Conversion Action.
Choose the type of conversion you want to track:
- Website
- App
- Phone calls
- Import (offline conversions)
Then, name your conversion (e.g., “Form Submission – Contact Page”).
Step 3: Set Conversion Value and Count
You’ll be asked to assign a value to your conversions.
- If every sale has the same value, enter a fixed amount (e.g., $50).
- For eCommerce sites, you can use dynamic values from your website code.
- You can also choose whether to count every conversion (for sales) or one per user (for leads).
Step 4: Install the Google Ads Conversion Tracking Tag
After setting up your conversion action, Google provides you with a tracking tag a small code snippet that records user activity.
You have two installation options:
Option 1: Google Tag Manager (Recommended)
- Go to Google Tag Manager (GTM).
- Create a new tag → Choose Google Ads Conversion Tracking.
- Enter your conversion ID and label (from Google Ads).
- Set the trigger (e.g., form submission or thank-you page view).
- Publish the container.
Option 2: Manual Installation
- Copy the provided tracking code.
- Paste it between the <head> tags of your website pages.
- Place the event snippet on the page users see after completing the desired action (e.g., “Thank You” page).
Step 5: Track Phone Call Conversions
Many local businesses rely heavily on phone calls — so it’s vital to track phone call conversions to understand which ads drive inquiries.
There are two ways to do this:
Option 1: Calls from Ads
Track calls directly made by clicking the phone number in your ad (using call extensions).
- Select Phone calls under conversion type.
- Choose “Calls from ads using call extensions.”
- Enter your business number.
- Google will use a unique forwarding number to record and track calls.
Option 2: Calls from Your Website
Track calls made after someone clicks your ad and visits your site.
- Add a Google forwarding number to your website’s contact section.
- Install the call tracking tag on relevant pages.
- Set a minimum call duration (e.g., 30 seconds) to count as a conversion.
This method helps identify which campaigns lead to high-quality leads.
Step 6: Test Your Conversion Tracking
Once everything is set up, test your tags to confirm they’re working:
- Use Google Tag Assistant or Tag Manager Preview Mode.
- Complete a test conversion (submit a form or make a call).
- Verify if Google Ads registers it in the “Status” column as “Recording conversions.”
Step 7: Analyze and Measure ROI in PPC
After data starts flowing, regularly check your Conversions, Cost per Conversion, and Conversion Rate metrics inside your Google Ads dashboard.
To measure ROI in PPC, use this formula:
ROI (%) = (Revenue from Ads – Ad Spend) ÷ Ad Spend × 100
This helps determine which campaigns deliver the highest profitability.
For deeper insights, connect Google Ads with Google Analytics to analyze user behavior after the click — such as time on site, pages visited, and bounce rates.
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Pro Tips for Accurate Tracking
- Use UTM parameters to track campaigns in Google Analytics.
- Don’t double-count conversions (especially for forms or recurring page views).
- Exclude low-value interactions like accidental clicks
- Regularly review attribution models (last click, data-driven, etc.) for more accurate ROI.
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Conclusion
Mastering Tracking Conversions in Google Ads is the key to running smarter, more profitable campaigns. By setting up proper tracking whether for website actions or to track phone call conversions you gain visibility into what’s truly driving sales and leads.
With the right Google Ads conversion tracking setup, you can measure ROI in PPC precisely, optimize budget allocation, and grow with confidence.
Remember: data-driven decisions always outperform guesswork. Track, analyze, and optimize because in digital marketing, what you measure is what you can improve.
