Conversion Tracking for the Google Display Network

Ever wonder what happens after people click? Conversion Tracking can show you. This tool shows marketers who downloaded content or made a purchase after making contact. This info can help them make better bidding decisions and manage costs.

What is it?

Conversion Tracking is a tool in AdWords that tells you which ads and keywords lead to action on your site. By simply copying a small snippet of code from your AdWords account and placing it on your site, you’ll have access to this additional information right in your account. Once this is set up, you can view cost-per-acquisition (CPA) and conversion volume right in your AdWords account, and make decisions based on this data. Conversions are reported in two ways: one-per-click conversions, which shows only one conversion per unique visitor, and many-per-click conversions, which count multiple conversions made by the same user.

Once you enable Conversion Tracking and accrue a minimum number of conversions, you can use other AdWords tools that help you automate performance like Conversion Optimizer, eCPC and Display Campaign Optimizer.

Why you’d use it

Because Conversion Tracking gives you additional reporting data about your campaigns, it can improve your ability to measure ad spend. It is easy to use and allows you to take advantage of other AdWords features like Conversion Optimizer, which can help you maximize the number of conversions a campaign is likely to receive for a set budget – increasing online conversions and overall ROI.


All you need to set up Conversion Tracking are:

  1. An AdWords account
  2. A website
  3. The ability to edit the website.

For detailed instructions on getting set up with Conversion Tracking, please see AdWords Help.

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