Conversion tracking
Recording the actions that follow a click so platforms can optimise to them.
SEM
Definition
Conversion tracking attributes a defined post-click action — purchase, qualified lead, booking — back to the ad, keyword and audience that produced it.
Modern setups combine browser events with server-side events and offline imports.
Why it matters
Automated bidding optimises to whatever you report. Reporting form fills instead of qualified pipeline reliably buys the wrong customers.
How to apply it
- Deduplicate browser and server events with a shared event ID.
- Report revenue values, not just counts.
- Verify end to end before increasing spend.