The basics of Google Ads conversions
- The concept: A valuable action performed by an Internet user after clicking on your ad (purchase, call, form)
- The challenge: Without tracking, you know how much you spend, but not how much you earn
- How it works : A small code (tag) on your site notifies Google as soon as an objective is reached
- Objective: Identify profitable keywords to cut out costly ones
Advertising on Google without tracking conversions is a bit like throwing flyers from an airplane without knowing whether anyone will pick them up. The google Ads conversionis the magic indicator that turns a simple click into concrete business data.
For a manager or marketer, conversion is the proof that your money is well spent. It's the final action you expect from your visitor: a purchase, a phone call, or a request for a quote. It's the judge of your profitability.
Macro-conversions vs. micro-conversions
There are two reading levels for your conversions, and both are essential for steering with finesse:
Macro-conversions (Business)
- Valid payment
- Completed contact form
- Telephone call
- Registration finalized
Micro-conversions (Signals)
- Download catalog
- Add to basket
- Time passes on price list page
- Newsletter subscription
Why is conversion tracking mandatory?
If you don't track your conversions, you're flying blind. By enabling tracking, you gain three superpowers:
- At last you can see your ROI: You can say with certainty: "This campaign cost me €500 and brought me €2500 in sales"
- Optimize your budget: You discover that certain keywords attract a lot of traffic but never convert. You can cut them to reallocate that budget
- You're helping Google's AI: Modern Google Ads need to know what works to find you similar customers
How does it work technically?
Rest assured, you don't need to be a code genius. Tracking works thanks to a "Tag", a small piece of code that you place on your site's thank-you page (the one that appears just after a purchase or form submission).
You can also link your account to Google Analytics 4 (GA4) to cross-reference this data with the rest of your traffic and obtain an even more detailed analysis.