Google Ads
How to track conversions in Google Ads
Without accurate conversion tracking, Google Ads is guessing. Here's what needs to be set up before you can trust any number in the account.
Conversion tracking requires a tag placed on the exact confirmation moment, a definition of what counts as a conversion, and periodic checks that the tag fires once per real action, not once per page load or refresh. Get any of these wrong and every optimization decision built on top of the data is wrong too.
Track the action, not the page
A common mistake is tracking a thank-you page as the conversion signal when that page can be reached by typing the URL directly, hitting back and forward, or refreshing, all of which inflate the count without a real lead behind it. Tracking the actual event, the form submit itself, the phone call connecting, the purchase completing, is more reliable than tracking a page view.
Phone calls need their own tracking method
Businesses that get most of their leads by phone often have the weakest tracking, because a click on a phone number or a call to a number printed on a landing page doesn't automatically report back to Google Ads. Call tracking numbers or Google's own call conversion tracking need to be set up explicitly, otherwise a large share of real results never shows up in the account at all.
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