Conversions is the sum total of all conversion actions and it’s important to segment them when analyzing your results according to each conversion type. 

You can determine what you’d like to measure as valuable actions for your business and use these actions to optimize your Google Ads account.

Google Ads conversion types

Each conversion action will have a different value associated with them. Consider the following conversion types when determining the value you receive from Google Ads:

Phone calls - you can track phone calls as conversions and measure how many phone calls your business has received through Google Ads

Form submissions - you can track how many times a prospective customer has completed a webform. You can have individual goals for each webform type on your website and differentiate between newsletter subscribers and inbound enquiries.

Lead stages - specifically for B2B marketers you can have different lead stages (such as MQL, SQL & closed Won opportunities) as conversions.

Purchases - you can track purchases from your e-commerce store in your Google Ads account and even have the purchase amounts available.

How do I set up conversions?

The preferred method to track conversions is through Google Tag Manager - individual tag management system that allows you to test each conversion action. 

Other methods include syncing your CRM lead stages over to Google Ads in order to track lead stage conversions.

E-commerce store owners can use GA4 to pull in purchase values and use them for your conversions. Shopify has a direct integration available with Google Ads & Google Analytics.