The importance of conversions

The concept of conversion is defined as the achievement of the objective of an online marketing campaign. What does this mean? It's nothing more and nothing less than getting our website visitors to take the action we created our campaign for, whether it's providing information, making a purchase, or clicking. When we measure the conversion rate we achieve on our website, we're assessing the success of our campaign and, consequently, the ads we've created and the keywords we've chosen to use. This way, we have clear information about what's most profitable and can decide to invest in it to achieve a better ROI. In fact, by taking advantage of the option our Google account gives us to track our conversions, we have a very effective tool at our disposal to decide how to adapt the use of keywords to improve the results of our campaign. Similarly, with conversion tracking, we can obtain important information about which device our visitors click on, and with what objective. That is, many people may access our website from a smartphone but, for convenience, click to purchase on a computer. If we decide to set up conversion tracking for our website in our account, we should keep in mind that we can do so in two different ways: counting a single conversion for each click on the AdWords ad—which is useful for calculating subscriptions—or multiple conversions per click on one of these ads, which will be very effective for measuring those that add value, as in the case of product purchases.