Google Ads
Define a useful conversion before launching Google Ads
Visits, clicks, enquiries and sales represent different intent levels. Decide which signal reflects value before optimising toward it.
Put it into practice
- Separate outcomes from diagnostics.
- Implement and test conversion actions.
- Check duplicate events and internal tests.
Before acting on account data, confirm that tracking works and that the reporting period allows for your sales cycle. Interface labels and available controls can change, so check current Google Ads documentation when implementing settings. Recommendations here are decision frameworks, not promises of a particular return.
A practical example
A chat click indicates possible interest, not proof of a conversation.
What to measure
Reconcile reported conversions with actual enquiries and explain gaps.
Treating every interaction as equally valuable inflates apparent performance.
Your next step
Choose one action from the checklist and assign a person to complete it. Record the current situation, the change you intend to make and the evidence you will review. Set a review date that gives the change enough time to produce useful observations. Keep what works, adjust what does not and note anything the data cannot yet explain.