Setting Up Conversion Tracking in Google Ads Correctly
Conversion tracking is the basis of every optimisation. Tracking methods, primary vs. secondary conversions, counting — and the most common errors.
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Conversions
in Search Engine Advertising
Conversion-Tracking, -Aktionen, Enhanced Conversions, Offline Conversions, View-Through und Cross-Device.
Glossary
Conversion (SEA) Conversions
An advertiser-defined user action that counts as a successful outcome of an ad — purchase, lead, call, newsletter signup. The driver of Smart Bidding and the basis for ROAS, CPA, etc.
Conversion Tracking Conversions
The measurement setup that lets Google Ads recognize when a click led to a defined conversion. Typically implemented via the Google tag or Google Tag Manager.
Conversion Action Conversions
The configuration object in Google Ads that fully defines a single conversion: name, source, value, counting rule, conversion window, and whether it counts as primary or secondary.
Primary vs. Secondary Conversion Conversions
Classification of conversion actions in Google Ads: Primary drives Smart Bidding, Secondary is observed only and does not feed into bids.
Encyclopedia
Enhanced Conversions and the Server-Side Conversion API
How enhanced conversions and server-side tracking recover lost conversions via hashed first-party data - and why consent still applies.
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Related Topics
Google Ads Google-Ads-Tools Plattformen Kampagnentypen Konto- und Anzeigengruppen-Struktur Anzeigen & Assets Keywords Gebotsstrategien Auktion & Qualität Tracking Attribution Zielgruppen & Targeting Strategie KPIs (SEA) Steuerung & Budget Automatisierung Shopping & Feeds Policies Enterprise & Programmatic