What is a conversion?

A conversion is a valuable action a visitor takes after clicking on your ad, such as a purchase, a completed contact form or a phone call. You decide which actions count for your business. That way you connect your advertising costs to a result that actually matters.

Why are conversions important?

Results instead of clicks: you see what your ads deliver, not just how many visitors they bring.
Bid guidance: Smart Bidding learns from conversions to work out what a click is worth.
Better decisions: you compare keywords and campaigns on what they deliver.

Examples of conversions

A sporting goods store: a completed order.
A local installer: a submitted quote request or a phone call.
A B2B software company: a demo request.

How do you measure conversions?

First decide which actions have value for your business, set up conversion tracking for them and choose which actions Google may use for bidding. Then check that the numbers match your own figures. For help with measuring and reporting, see analytics and dashboards.

Conversion