Enabling conversion tracking

Summary

Conversion tracking for merchants is an important part of eCommerce advertising for the following areas:

Reporting

Conversion tracking provides additional information allowing you to calculate and compare return on investment (ROI) and profit allowing you to make decisions on where to focus advertising spend.

Transparency

Advertisers sometimes incorrectly estimate their total or average order value because they 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 allows you understand the how groups are converting into sales allow you to optimize for those that bring the most revenue.

To understand how conversion tracking works and the types of conversions that can be tracked see the About conversion tracking guide.

Manual steps

The following methods can be used to track conversions:

AdWords also provides the ability to import offline conversions, which you can read more about in the About offline conversion tracking guide.

Automatic steps

For information on how to implement conversion tracking using AdWords API follow the guide on Tracking and Importing Conversions.

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