Why it is required
Without tracking
- You see clicks and spend only
- Bidding chases cheap clicks
- No way to compare campaigns
- Waste stays hidden
With tracking
- You see leads by keyword
- Bidding chases real leads
- Budget moves to what works
- Waste shows up in reports
What to track
- Phone calls from ads and from your website
- Form submissions that reach your inbox
- Online bookings or appointment requests
- Purchases, with the order value
- Later, which leads became paying customers
Track only real business actions. Page views, scrolls and button taps that do not lead to contact belong in analytics, not in your bidding goals.
How it works
- ClickGoogle tags the visit with a click ID.
- ActionThe visitor calls, books or submits a form.
- RecordThe tag reports it to Google Ads.
- CreditGoogle ties it to the ad and keyword.
Test it before trusting it
Submit a test form and make a test call, then confirm both show up in Google Ads. Check again after any website update, since site changes often break tags without warning.
Good example. A dental office tracks calls over 60 seconds, booking requests and form fills as separate conversions. It sees which services bring patients.
Bad example. A dental office counts every visit to its contact page as a conversion. Reports show hundreds of leads, but the phone stays quiet.
Read how to track forms, bookings and calls. Our PPC management tests tracking before every launch.