Conversion tracking is a very important part of seeing success in Google Ads. Fortunately, and unfortunately, conversion tracking options have gotten more complex over the last few years. That means while you have lots of options to customize your conversion tracking, you also have many opportunities to make mistakes that could cause your campaign tracking to be accurate.
In this article, I’m going to walk you through how you can organize the conversion tracking settings in Google Ads to make sure that you’re counting all the conversions that you want to optimize for while also seeing insights into other key actions for your campaigns without having false performance indicators.
How to customize Google Ads conversion tracking
Follow these steps to customize Google Ads conversion tracking so you can better understand how your campaigns are performing.
1. Understand Google’s conversion tracking structure
The first thing I want to do is talk about the organization of the Summary page in the Conversion Manager. As you can see in the screenshot above, there are different organization levels, depending on which portion of the conversion tab you’re looking at. There are three boxes with labels of Submit lead form, Sign-up, and Phone call lead. Each of these boxes is called a conversion category. Those I have outlined in an orange box.
Categories house the individual conversion actions. I have these outlined in green in the Submit lead form category. Conversion action must be aligned with conversion categories to help organize your conversion tracking.