How Should I Count Conversions in Google Ads?

The short answer is that you should count a conversion only when it represents a real purchase. Counting multiple submissions from the same user inflates conversion rates inaccurately, which does not make sense from a measurement perspective.

Full Explanation

When tracking conversions in Google Ads, it is crucial to count each lead or user action only if it results in a genuine purchase. This approach ensures that your conversion data reflects actual sales or meaningful customer actions. Counting every form submission or lead multiple times, especially if a single person submits more than once, will artificially increase your conversion rates. This inflated rate can exceed 100%, which misleads your performance insights and marketing decisions.

Step-by-Step Breakdown

Identify what defines a conversion: In this context, it is a purchase, not just any lead or submission.
Track only legitimate purchases: Ensure that only completed purchases are recorded as conversions.
Avoid counting repeat submissions: If someone submits information multiple times without making multiple purchases, do not count each submission as a separate conversion.
Analyze conversion rates carefully: Be aware that counting duplicates can lead to rates that do not make sense and can negatively impact decision-making.

Real Examples

Imagine a user submits their information twice but only makes one purchase. Counting both submissions as separate conversions would show a 200% conversion rate for this user, which is misleading. Proper tracking should only count that one purchase as a conversion, maintaining accurate and meaningful data.

Common Mistakes

Counting every form submission as a conversion regardless of purchase confirmation.
Not filtering out duplicate leads from the same user.
Inflating conversion rates beyond 100% by counting multiple submissions improperly.
Using inaccurate conversion data to make marketing decisions.

FAQs

Should I count every lead in Google Ads? No, you should only count those that convert into a purchase.
What happens if I count duplicate submissions? Your conversion rate becomes inflated and does not reflect true performance.
Is it normal to have a conversion rate over 100%? No, that typically indicates inaccurate conversion counting, such as double-counting leads.

Key Takeaways

Conversions in Google Ads should only count completed purchases.
Counting multiple submissions from the same user skews your conversion rate.
Accurate tracking helps you make better-informed marketing decisions.
Maintain clarity and precision in your conversion measurement to avoid misleading data.