Conversion tracking
Conversion tracking is the code that tells Google which clicks turned into enquiries, so it can bid toward the ones that do.
With it in place, Google can optimise toward enquiries, which are what you're paying for, instead of clicks.
I fire a form conversion when the thank-you page loads, because that page only appears once the message has actually sent.
I prove it works by watching a real conversion reach Google from a real browser on the live site.
A settings screen can show tracking as configured while it records nothing, so I check the conversions themselves on every account I take over.
I set the click window to 90 days, so a lead that took 2 months to decide still gets credited.
That setting only applies from the day it's made, so it goes in before the first dollar is spent.
What this means for you
This is the first thing I check on any account and nothing else gets touched until it's clean, because every keyword, bid and budget decision downstream inherits whatever this reports.
This one sits under Google Ads management.
Related terms
Want to know how this looks on your account?
I'll look at what you've got and tell you where it stands, in the same plain terms.
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