Why it matters for your business
Clicks and visits are only useful if they lead to customers. Conversions are the actions that matter to your business: a phone call, a contact form, a booking, a quote request or a purchase. When you track conversions, you can see which ads, keywords and pages actually bring business, and stop paying for the ones that don’t.
Your conversion rate is the share of visitors or clicks that convert. If 100 people click your ad and 8 call you, your conversion rate is 8%.
Example
A salon tracks three conversions: calls from its ads, clicks on its “Book now” button and completed online bookings. After a month, it sees that one keyword brings most of the bookings and moves more budget to it.
How to check or improve it
- Set up conversion tracking before you spend money on ads.
- Track calls, forms and bookings, not just website visits.
- Make it easy to convert: a clear phone number, a short form and a fast page.
- Review which keywords and ads bring conversions every week, and adjust.