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Conversion tracking
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Summary
Conversion tracking is an important part of eCommerce advertising for the
following areas:
- Reporting
- You can use conversion tracking to calculate and compare return on
investment (ROI) and profit to help you decide where to focus
advertising spend.
- Transparency
- You might incorrectly estimate your total or average order value
if you don't have accurate data or don't explore available data. Tracking
helps ensure data is available for reconciliation purposes.
- Optimization
- Order values differ depending on the product or category. Conversion tracking
helps you understand how certain groups convert into sales.
See About conversion tracking and Conversions for more information.
Manual steps
Here are two ways you can track conversions:
Google Ads also provides the ability to import offline conversions. See About
offline conversion imports for more details.
Automatic steps
For information on how to implement conversion tracking through Google Ads API,
see Create Conversion Actions and use our code sample.
Except as otherwise noted, the content of this page is licensed under the Creative Commons Attribution 4.0 License, and code samples are licensed under the Apache 2.0 License. For details, see the Google Developers Site Policies. Java is a registered trademark of Oracle and/or its affiliates.
Last updated 2025-09-03 UTC.
[null,null,["Last updated 2025-09-03 UTC."],[[["\u003cp\u003eeCommerce conversion tracking empowers businesses to measure ROI and profitability, guiding strategic ad spending.\u003c/p\u003e\n"],["\u003cp\u003eAccurate conversion data ensures transparency and reliable order value calculations, facilitating reconciliation.\u003c/p\u003e\n"],["\u003cp\u003eTracking conversions provides insights into product and category performance, optimizing sales strategies.\u003c/p\u003e\n"],["\u003cp\u003eGoogle Ads offers flexible conversion tracking methods, including manual setup via Google Analytics or website tags and automatic implementation through the Google Ads API.\u003c/p\u003e\n"],["\u003cp\u003eOffline conversion imports are also supported for comprehensive data integration.\u003c/p\u003e\n"]]],[],null,["# Conversion tracking\n\nSummary\n-------\n\nConversion tracking is an important part of eCommerce advertising for the\nfollowing areas:\n\nReporting\n: You can use conversion tracking to calculate and compare [return on\n investment (ROI)](https://support.google.com/google-ads/answer/14090) and [profit](https://support.google.com/google-ads/answer/6167140) to help you decide where to focus\n advertising spend.\n\nTransparency\n: You might incorrectly estimate your total or average order value\n if you don't have accurate data or don't explore available data. Tracking\n helps ensure data is available for reconciliation purposes.\n\nOptimization\n: Order values differ depending on the product or category. Conversion tracking\n helps you understand how certain groups convert into sales.\n\nSee [About conversion tracking](https://support.google.com/google-ads/answer/1722022) and [Conversions](/google-ads/api/docs/conversions/overview) for more information.\n\nManual steps\n------------\n\nHere are two ways you can track conversions:\n\n- [Link a Google Analytics (Universal Analytics) property to Google Ads](https://support.google.com/google-ads/answer/1704341) then\n [Import Google Analytics conversions into Google Ads](https://support.google.com/google-ads/answer/2375435).\n\n For details of setting up eCommerce tracking in Analytics, see [Set up\n Ecommerce Tracking](https://support.google.com/analytics/answer/1009612).\n- [Set up conversion tracking for your website](https://support.google.com/google-ads/answer/6095821) with one of the following\n tutorials:\n\n - [Use Tag Manager to deploy Google Ads conversion tags](https://support.google.com/tagmanager/answer/6105160)\n - [Add a conversion tag to your website](https://support.google.com/google-ads/answer/6331314)\n\nGoogle Ads also provides the ability to import offline conversions. See [About\noffline conversion imports](https://support.google.com/google-ads/answer/2998031) for more details.\n\nAutomatic steps\n---------------\n\nFor information on how to implement conversion tracking through Google Ads API,\nsee [Create Conversion Actions](/google-ads/api/docs/conversions/create-conversion-actions) and use our [code sample](/google-ads/api/samples/add-conversion-action)."]]
