What is conversion tracking?
Conversion tracking is the setup that records valuable actions people take on your site or after contacting you, such as purchases, form submissions, or calls. It shows which ads, channels, and keywords produce results.
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How conversion tracking works
A tag or pixel on your site fires when a defined action happens, like loading a thank-you page or clicking submit. It sends the event to your analytics tool or ad platform.
The platform then connects that event to the earlier ad click or view, so it can report which campaign gets credit.
Why accurate tracking matters
Smart bidding and audience tools learn from your conversion data. If you track the wrong action, or miss most of the real ones, the system optimizes toward the wrong goal.
Track actions that reflect real business value, such as qualified leads or sales, and not only easy-to-count actions like page views.
Common gaps
Browser privacy settings, ad blockers, and consent choices can hide conversions. Phone calls and offline sales need their own methods. Server-side tracking and offline conversion import help close those gaps.
Common questions
How do I set up conversion tracking?
Define the action that counts, add a tag or event that fires when it happens, and mark it as a conversion in your analytics or ad platform. Then test it with a real submission.
What's the difference between a conversion and an event?
An event is any recorded action. A conversion is an event you've chosen to count as valuable to your business.
Why don't my ad platform and analytics conversions match?
Tools use different attribution rules, reporting windows, scopes, and counting methods. Investigate large gaps after aligning those definitions and timing; a discrepancy alone does not prove tracking is broken.
Can I track phone calls and offline sales?
Yes. Call tracking handles phone calls, and offline conversion import sends later outcomes such as closed deals back to the ad platform.
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