Measurement. Reviewed October 29, 2026
Conversion tracking
Also called: Goal tracking, Conversion events
Conversion tracking is the setup that tells an ad platform or analytics tool when a visitor did the thing that matters, such as calling, submitting a form or booking, so spend can be judged by results instead of clicks.
In practice
For a contractor the conversions are phone calls from the site, phone calls from the ad, form submissions, chat leads and bookings. Each needs its own event, and the call events need a tracking number or call extension to fire.
Without it, Google Ads optimizes for clicks, and clicks are what the people searching for jobs and how-to videos produce.
Related terms
- Call trackingCall tracking assigns a different phone number to each marketing source, or swaps the number shown on the website per visitor, so every call can be tied to the ad, search or page that produced it.
- Google Analytics 4Google Analytics 4 is Google's free website analytics tool, which reports visitors, where they came from, which pages they viewed and which actions they took.
- Marketing attributionMarketing attribution is working out which ad, search, referral or page produced each lead and each job, so money moves toward what works.
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