Google Ads Advice for Beginners – What Your Conversions ACTUALLY mean

When auditing a Google Ads account, the first thing you should look for is to understand the results clearly. One common mistake beginners make is not fully understanding what the conversion data actually represents. 

In your Google Ads account, you typically see columns for conversions and cost. However, many advertisers don’t realize that these conversions can be segmented further to reveal exactly what actions users are taking. 

To clearly understand your conversions, follow these simple steps: 

Step-by-Step Guide: 

1. Navigate to your Google Ads account. 
2. Look at the conversion columns alongside cost data.
3. Use the ‘Segment’ feature: Click on “Segment” and select “Conversion action.” 

This step reveals the actual actions behind the conversion numbers. Many people discover surprising results here—often, conversions aren’t the actions they originally thought they were tracking. 

Example: 

You might find that your conversions include things like newsletter sign-ups or clicks on links you didn’t prioritize, rather than direct sales or leads. This insight is crucial because it shapes how you evaluate your campaign’s success and guides future strategy adjustments. 

Why This Matters: 

• Accurate Performance Assessment: Knowing what your conversions truly represent helps you better measure the effectiveness of your ads. 

• Informed Decision Making: It allows you to make smarter, data-driven decisions about your budget, targeting, and overall strategy. 

• Improved ROI: By clearly understanding conversions, you can optimize towards actions that directly impact your bottom line. 

Next Steps for Beginners: 

If you discover unexpected conversion actions, consider adjusting your conversion tracking or strategy. For example: 

• Prioritize actions that directly correlate to business goals. 

• Exclude or demote low-value actions from your primary conversion reporting. 

• Regularly audit conversions to ensure alignment with your business objectives. 

By following these steps and consistently auditing your conversions, you’ll gain clearer insights, improve your campaign results, and avoid common pitfalls. 

Watch the Full Tutorial: 

For a complete walkthrough and visual demonstration, watch the video below. 

Suggested Tags: 

• Google Ads 
• Conversion Tracking 
• Google Ads Tutorial
• Digital Advertising 
• PPC Strategy 
• Google Ads for Beginners 
• Advertising Optimization