← Glossary
What is conversion tracking?
Conversion tracking reports back to the ad platform which clicks produced a result, so it can optimise toward more of them.
Without it, the platform is optimising blind. It can find you cheap clicks, because it can see clicks — but it has no way to find you customers, because it can't see them.
This is why automated bidding and conversion tracking are a package. Every conversion-based bid strategy depends on this feedback loop, and turning one on without working tracking produces confident-looking numbers built on nothing.
Which action you count is a real decision. Counting a page view as a conversion tells the system to buy the cheapest possible page views, which it will do enthusiastically while your actual enquiries stay flat.