Key Takeaways
- Primary vs. Secondary Conversions
- Enhanced Conversions
- Offline Conversion Imports
Conversion tracking is the foundation of every data-driven Google Ads account. Without accurate conversion data, Smart Bidding optimizes for the wrong signals, budget allocation decisions are guesswork, and true ROAS is unknown.
Primary vs. Secondary Conversions
Only revenue-generating actions (purchases, qualified lead form submissions, phone calls) should be set as primary conversions. Micro-conversions (page views, scroll depth) should be secondary — informational only and not used for Smart Bidding optimization.
Enhanced Conversions
Enhanced conversions improve measurement accuracy by hashing first-party customer data (email, phone) and matching it to Google accounts. This partially recovers conversions lost to iOS privacy changes and incognito browsing, improving reported ROAS by 10–30%.
Offline Conversion Imports
Connect your CRM to import closed deals back to Google Ads as offline conversions. This is the most powerful optimization lever available — teaching Smart Bidding to find not just leads, but leads that become paying customers.
Quick Facts
The OwlClaw team brings together specialists in SEO, paid media, social marketing, and AI automation — delivering measurable growth for 150+ businesses across India.